RE:RE:RE:RE:We dodged a bullet.No, they need a professional inhouse PR employee, or at least a firm that establish a PR strategy for DM as they don't have a strategic communication.
Hire a PR pro and give him a budget. He will be the guy who spend the PR budget effectivly, e.g. by getting a marketing company to push sales activities forward, ... (but these specific measures can only be effective if they fit into an overall strategic approach).