In this episode, PRSA CEO Matthew Marcial joins host Jason Mudd to discuss the ethical use of AI in PR and key insights for communicators.

Tune in to learn more!

Meet our guest:

Our episode guest is Matthew Marcial, CEO of the Public Relations Society of America. He leads PRSA’s strategic priorities, focusing on advancing the profession and guiding communicators through emerging challenges, including the ethical use of artificial intelligence.

Five things you’ll learn from this episode:

1. The biggest ethical risks with generative AI in PR

2. The “Promise and Pitfalls” principles every PR team should adopt

3. How smart PR teams are using AI without crossing ethical lines

4. PRSA’s role in helping professionals navigate the fast-changing AI landscape

5. Tips for rising PR pros who want to lead the profession forward

Quotables

“As a leader, you really need to be able to set clear expectations with your team around what the role of AI is and what it is for your organization.” — Matthew Marcial

“Being comfortable with that, sharing, and training across your teams is really going to help leverage that (AI) insight and expertise.” — Matthew Marcial

“I think that as a communicator, putting out anything that compromises your reputation is going to be a risk.” — Matthew Marcial

“We are taking a bolder voice on issues that impact our members, the industry, and the profession.” — Matthew Marcial

“The best way to learn is through trial and error.” — Jason Mudd

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More about Matthew Marcial

Matthew Marcial, CAE, CMP, is the CEO of the Public Relations Society of America, the nation’s leading organization for public relations and communications professionals. Appointed in March 2025, he leads PRSA’s strategic priorities, focusing on advancing the profession, supporting member growth, and navigating emerging challenges, such as the ethical use of artificial intelligence. With more than 20 years of association leadership experience, Matthew is a frequent speaker on ethical leadership and professional development and has recently led sessions across PRSA’s regional districts on the organization’s AI Ethics Guide for PR professionals.

Guest’s contact info and resources:

Matthew Marcial on LinkedIn

PRSA website

PRSA’s Promise and Pitfalls: Ethical AI Guide

PRSA’s DEI Toolkit

PRSA’s Membership | Promo Code for Listeners: PRPROD25

Axia’s PR Scholars

Support the show

On Top of PR is produced by Axia Public Relations, named by Forbes as one of America’s Best PR Agencies. Axia is an expert PR firm for national brands.
On Top of PR is sponsored by ReviewMaxer, the platform for monitoring, improving, and promoting online customer reviews.

Navigating AI ethics in public relations with PRSA CEO Matthew Marcial