AI in PR Capability Pathway

AI Essentials: Ethics Risk, Reputation and Applied AI

Artificial intelligence has altered how information exists, how decisions are made, how organisations are seen and believed. It introduces speed, scale and automation into environments that previously relied on human judgement, interpretation and restraint. That shift brings capability but it also brings exposure. This session is about understanding that exposure properly.

We explore how AI changes the nature of reputational risk, how automated systems distort accountability, how misinformation now behaves differently and how data practices reshape public trust. We examine what ethical leadership looks like when systems act without intent, when content appears without authorship and when decisions are made at machine speed.

This is not a theoretical conversation – it is about what you are being asked to manage now and what will land on your desk next.

It is also about your role, your judgement, your responsibility as an advisor - and your capacity to slow things down when systems speed things up.

This session is for practitioners who want to be better prepared, better informed and better equipped to protect the relationships that matter most – even when AI tries to stage a break up.
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 Course overview
Watch and listen

We will cover:

 - Why ethical frameworks are essential infrastructure 
-  How AI-generated misinformation, deepfakes and automated persuasion behave
- What happens when AI agents act without sufficient oversight
- Where data collection, scraping and automated analysis introduce reputational vulnerability
- How to maintain human authority, accountability and professional judgement
- What authenticity and attribution mean in a generative environment
- How bias enters systems and why it matters for trust and legitimacy
- How to guide leaders through these decisions without fear or false certainty
- AI tools to help you manage and monitor human-AI relationships

Imperatives for Action

You'll leave the course with a greater understanding and some tools to help you navigate including a guide to AI Narrative Attacks and an action guide to help you immediately respond to the pressures, challenges and opportunities the technology presents.

Live Session

19 February 2026
2:30pm  NZDT

Readings and resources

Certificate of Completion

CPD Points - 2

You will cover

  • Privacy and transparency - understanding the risks and issues
  • Uncover the bias lurking in the machine

  • Trust and accuracy - why AI hallucinations are a serious matter
  • Dealing with disadvantage and AI-driven discrimination
  • Policies and principles - protecting your stakeholders and communities
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Trust Takeover?

Mind the ethical gaps - why there is a widening gulf between tech companies and users

Human-AI Relations

Get ready to navigate the new age of human-AI relations, manage your AI agents and stop them going rogue

Dark Patterns

How to avoid creating dark patterns of communication that isolate our communities