AN EXAMINATION OF THE LEGAL AND ETHICAL CONSIDERATIONS FOR AI APPLICATIONS IN PUBLIC RELATIONS PRACTICE

This study investigates the legal and ethical considerations surrounding the use of Artificial Intelligence (AI) in public
relations (PR) practice in Nigeria, with the aim of addressing three core objectives to examine the legal implications
of AI in PR, analyse the ethical challenges posed by AI applications, and to propose practical guidelines for responsible
and legally compliant AI integration. Grounded in the theoretical frameworks of Deontological Ethics and
Technological Determinism, the research explores how duty-based ethical principles and technology-driven societal
shifts influence PR strategies in the digital age. A qualitative research methodology was adopted, combining
descriptive and exploratory approaches to uncover deep insights into the intersection of law, ethics, and technology.
Data was collected through primary and secondary sources. The population of the study is 956 registered members of
NIPR Rivers State Chapter. Sample size for this study was gotten through judgemental sampling which adopted 40
participants from the population and utilized critical case sampling technique. Semi-structured interviews were
conducted with key PR practitioners. Thematic analysis was employed to identify recurring patterns and strategic
responses within the data. Findings reveal that AI introduces significant legal ambiguity in areas such as data privacy,
intellectual property, and liability, while also posing ethical challenges related to transparency, algorithmic bias, and
accountability. The study concludes by proposing a harmonized framework that integrates legal literacy, ethical
oversight, and digital responsibility. These practical guidelines aim to support Nigerian PR professionals in navigating
the complexities of AI adoption while maintaining public trust and professional integrity.