Ratified By C Square, The Corp Comm Community as a member of ICCO

March 2024



Whether working in agencies, freelance, or in-house, Corporate communications professionals increasingly use AI technologies to improve their work and achieve compelling results. However, as AI becomes more prevalent in the sector, it is crucial to establish guidelines that ensure AI’s ethical and responsible use.


Recognizing that the application areas of AI will continue to expand and that its importance is likely to increase over time, C Square will update and clarify its position in line with the ethical charters and practices applicable to the members of the association.


As the umbrella organization for Corporate communications professionals in Belgium, C Square has ratified the following guidelines defined by the International Communication Consultancy Organisation (ICCO) in October 2023. Consequently, any C Square member can claim to be bound by this code of conduct as long as he or she respects its principles.


Guidelines for Corporate communication professionals

These guidelines provide corporate communications professionals with the necessary principles to navigate the complexities of AI while upholding ethical standards, respecting privacy rights and copyrights, and maintaining client confidentiality. C Square wants to guarantee the relationship of trust that binds its members to their many stakeholders. The advice and actions from its members must be high quality, reliable and relevant. These requirements are essential to ensure qualitative work and must remain our compass.


By adhering to these principles, corporate communications professionals can leverage AI effectively to deliver strategic consultations, produce a range of content, manage crisis and issues communications, and foster positive and trust-based relationships with media and other stakeholders.