There are times, when any government agency, must hire an outside PR Mercenary.

Usually, government agencies tend to hire, their own PR Mercenaries.

Public perceptions can be controlled, to avoid rioting in the streets, when false or fake news starts to circulate.

Public perceptions, can be wrong.

When the public perceptions are right, spin control & getting in front of a disaster, is a necessary technique.

There are times, when a government PR Unit doesn't have the necessary advanced training (highly costly research), advanced experience (major news media resume), and image (neutral advocates).