CCP is hilariously bad at PR, period. Their idea of pacifying unrest in Tibet is to put up a giant middle finger facing the Potala Palace and surround it with posters of Mao and Xi.
https://en.wikipedia.org/wiki/Monument_to_the_Peaceful_Liber...
https://en.wikipedia.org/wiki/Monument_to_the_Peaceful_Liber...
I don't think China is "bad at PR"; they just don't care what you or I think. In international relations it seems a small hindrance at best, and it sends a clear signal to both Chinese people and everyone else: "we just do what we want, just try and stop us".
Caring about PR is a property of democratic systems.