One of the little secrets I’ve learned is that PR people play a much
bigger role in life than geeks often give them credit for. They are
major influencers who help shape what story gets written about you. If
you write them off or treat them badly, they’ll get negative stories
written about you. Same as underground influencers, who are really
unpaid PR people anyway. (continue)
Emphasis added by me. It is interesting to note.