The paper entitled "Ethical Issues of Artificial Intelligence in Public Relations" deals with the impact of artificial intelligence on the field of public relations, especially in the context of ethical challenges. Through the descriptive-analytical method, it presents relevant literature by leading authors in the field of artificial intelligence ethics and public relations. The growth of AI technology is already transforming our society, and its application in public relations is no exception. AI-based tools enable public relations practitioners to more efficiently manage social media content, analyze public opinion, and automate administrative tasks, leading to increased productivity and time savings. However, such progress brings new and significant ethical challenges for practitioners. Ethical questions about the application of artificial intelligence in public relations concern truthfulness, transparency, integrity, technological competence, loyalty and social responsibility. Trust plays a key role in the ethical application of AI. For example, deepfake technologies undermine public trust in the media, which further complicates the ethical activities of public relations practitioners. To ensure ethics, it is necessary to establish clear guidelines and frameworks for the application of AI in public relations, including specific education on AI ethics. The conclusion of the paper points out that although artificial intelligence is already bringing significant changes in the economy and various industries, its ethical application in public relations still requires further research discussions. It is up to practitioners to recognize and use the potential of artificial intelligence for innovation and creativity, but to use it consciously and responsibly, with ethical guidelines offered by professional public relations organizations.