R. Yehudah Krinsky, longtime aide to the late Lubavitch Rebbe, recently spoke about his career at a gathering, relating some interesting anecdotes.
He reveals (25:55 app.) that his hiring as part of the Lubavitcher Rebbe's staff, way back in the 1950's, was specifically for P.R., public relations purposes. They needed someone who knew English, a native speaker like him. The Rebbe himself was behind it, he says (26:25 app.).
This shows how important P.R., public relations, was, and is, to the late Rebbe and Lubavitch. It is not some professor outsider who is saying it here, it is the Rebbe's close aide himself!
P.S. In the beginning of this video from the 5755 Lubavitch shluchim conference, one can see old, historic images of R. Krinsky, and a look at his years in the Lubavitch movement.