This AI charter has been introduced to ensure that we use artificial intelligence ethically and responsibly within our PR Agency and that we are open, honest and transparent about when and how we use it. We understand that going forward, AI could prove beneficial to our company, improving our efficiency, but only if used appropriately.
At RNN, the team commits to:
1. Learning about the tools* we use, and using only approved, paid accounts
We will learn about the AI tools and technologies used within the PR industry and ensure that we complete appropriate training in using any technologies that we introduce into our company. New AI tools will continue to become available as technology develops, so we will ensure that we stay up to date with new technologies, continue with CPD training on AI and encourage ongoing learning to ensure best practice.
Any introduction of a new AI tool into the company must first be authorised by the company Director and tools will be reviewed on a regular basis. As part of that authorisation, we will only use paid business or enterprise-tier accounts for any company or client-related work. Where a paid account offers a setting to opt out of data being used for model training, this will be enabled before the tool is used on any company or client work.
2. Ethical considerations and risk prevention
Ethical considerations and risk prevention will always be at the forefront for us when utilising an AI tool. We will always be cautious in our approach to AI.
We will ensure that we are open and transparent on all AI usage (at any stage of the process from generating ideas to research and creating content).
We will also thoroughly check and research the source of any information generated by AI to ensure that it is accurate. We will never use unsubstantiated copy that's potentially biased or misleading.
As a PR agency, it is our responsibility to create original ideas and content for our clients, we will not risk copyright infringement or plagiarism issues that could impact the reputation of our clients or our company.
We will always respect privacy, both our own company's and that of our clients. We will ensure that no confidential or sensitive information of any kind is put into any AI tool. This includes, but is not limited to: unpublished financial or commercial information, personal data belonging to clients, employees or third parties, login credentials and passwords, and anything covered by a non-disclosure agreement.
3. Client disclosure
At RNN, we request that our clients disclose to us if any of their feedback and amendments to agency work has been generated or suggested by AI tools.
4. Transparency with clients
We will openly share information with our clients on what AI tools we use in our company, should the client request it.
5. Accountability
It is the responsibility of all staff within the company to comply with this AI policy. Any violations of the AI policy will be addressed promptly and appropriately. Non-compliance may result in disciplinary actions. Regular audits and reviews will be conducted to ensure compliance and to identify any areas for improvement.
Review
This policy will be reviewed and revised annually, or sooner if a significant new tool, technology or regulation makes an earlier review appropriate, to ensure it is up to date with best practice advice and the development of new technologies.
Full disclosure – we have used AI to assist us with this AI Policy.
Updated: July 2026
*Please note that, in the context of this charter, the term ‘AI tools’ refers to any generative AI tools, such as Claude, ChatGPT, etc., but also any tools with embedded AI, e.g. Canva.
