How AI feedback can strain agency relationships

In recent months, I've noticed a troubling trend: clients using AI tools to write PR briefs or - worse - provide feedback on content we've developed for them. In the past week alone, I've seen three separate cases where generative AI has been used to critique drafts written by seasoned PR professionals. While that may sound efficient in theory, in practice it's a shortcut that not only undermines the agency-client relationship but also risks devaluing the very work you've paid for.

Let me be clear - this isn't an anti-technology rant. AI has its place in many aspects of marketing, from automation to analytics. But using it to brief your agency or review PR content is, at best, disingenuous and, at worst, a breach of professional courtesy. It can also put campaign outcomes at risk.

Here's why.

The telltale signs of AI feedback

We've all seen it: awkward use of the Oxford comma, an unnatural obsession with em dashes (—), and a stilted writing tone that favours structure over soul. These are some of the dead giveaways of AI-generated writing.

Let's talk about the em dash for a second. In normal writing, the average person won't go out of their way to use one - not just because it's stylistically rare in UK English, but because inserting one requires knowing the keyboard sequence (Alt + 0151 on Windows, or Shift + Option + Hyphen on Mac, for those wondering). Most people aren't typing those in mid-thought.

When a client sends feedback laced with em dashes and rigid grammar prescriptions, it's easy to tell the source. It often feels more like a Grammarly review than a genuine response - only it's not Grammarly, it's ChatGPT or something similar.

Why this undermines the work

If AI were truly capable of writing the kind of high-performing, journalist-ready content that gets your business coverage, then you wouldn't need a PR agency in the first place. So why bring in a professional only to use an off-the-shelf robot to critique their work?

Good public relations writing is not about perfection on paper - it's about resonance. Our job as PR consultants is to ensure your story has a fighting chance of being picked up by a journalist who is short on time, long on deadlines and bombarded with hundreds of pitches a day. That means we write with a purpose: clarity, relevance, and editorial restraint.

Often, we'll leave out a glowing product description or tone down the sales pitch because we know that too much advertorial content will send your press release straight to the junk folder. Clients - understandably proud of their product - sometimes lean the other way. And that's okay. But feedback should focus first on facts, not formatting.

Start with factual feedback

The most productive client-agency relationships start with clarity. When reviewing content, begin by checking that the information is correct - product specs, dates, names, pricing and claims. That's your territory, and we rely on you to help us get those details right.

Next, consider the context and tone. If something feels off, flag it - but ask why it was written that way. A good PR consultant, especially one with newsroom experience, has likely chosen each word for a reason. There's often a story behind the story - such as tailoring the content to the preferred style of a specific media outlet or editor.

When feedback is rooted in "this doesn't sound like us" rather than "this doesn't match an AI-generated tone", the result is always stronger and more strategic.

Writing a brief: Keep It human

Similarly, when briefing your PR agency, avoid delegating the job to AI. It may produce something that looks coherent, but it won't carry the nuance of your business goals, internal sensitivities, or customer pain points. Those insights come from real conversations, not prompts.

A good brief should include:

• A clear objective (What does success look like?)
• Key messages (What must be communicated?)
• Target audience (Who are we trying to reach?)
• Media preferences (Do you have a publication or journalist in mind?)
• Any sensitivities or no-go zones

Most importantly, pick up the phone or jump on a Zoom call. You'll save time, avoid endless back-and-forth and ensure the agency hits the mark from the outset.

AI as a mirror, not a master

If you absolutely must use AI, use it to clarify your own thinking - not to dictate how your PR agency should write. Treat it as a sounding board, not a red pen. There's nothing wrong with experimenting, but when it comes to published material that will represent your brand in the media, trust the people you've hired.

At Impact PR, the most strategic PR agency Auckland businesses turn to, we've worked with hundreds of businesses across every imaginable sector - and the ones who get the best results are those who collaborate with us as partners, not as platforms.

We know how to craft stories that land in front of the right eyes. And we welcome honest, thoughtful feedback. But if it sounds like it was written by a robot? We'll probably know.

Let's keep this human. After all, that's what good PR is all about.