<p>As the public conscience of an organization, it often falls to public relations<br>practitioners to communicate ethical guidelines and facilitate ethical practices when highlighting new programs that utilize artificial intelligence (AI). Public relations (PR) professionals must work alongside AI developers and governing bodies to develop and enforce ethical standards for AI use in an organization. Operating ethically and transparently is crucial. Using a three-pronged approach, PR practitioners can create a framework for human-centered, transparent AI practices that can be applied across many industries. More specifically, this research argues that the professional responsibility theory, in tandem with current multifaceted ethical codes, can be used<br>to guide PR professionals in developing programs that are human-centered and advocating for transparent AI practices that not only focus on safety and accountability but also on harm prevention to the communities they serve. To illustrate this point, a case study involving AI in the mental health space is presented.</p>
