One does not govern on PR unless you are Bill Clinton
No ... in the real world of today with instant media political and corporate America ( as well in a majority of countries around the world) ... understand fully the importance of PR and projecting a positive image. Good PR executives today are some of the better paid executives in the corporate world ... in the political world (where they aren't paid as well ... but know if they're good they will more than make it up later in the corporate world) are even more important.