I am indeed being cynical, but I was also trying to play along with the premise of the article.

I think worrying over the influence of PR amounts to rearranging the deck chairs on the Titanic, "news" ("The lie that something important happens every day") is much more fundamentally broken, as per this article that was discussed a while ago:

http://www.guardian.co.uk/media/2013/apr/12/news-is-bad-rolf...