that the church "gets" PR. At least, the brethren don't seem to care much about how their message comes across.
For instance, when it comes to homosexuality, from a PR standpoint (and many other stand points), IF you are going to say anything relating to homosexuality, IT MUST be inclusive, positive, and unifying. That whole announcement in 2016 about kids and no baptism was really unnecessary and did much more damage than good, especially from a PR standpoint.