Seems fair to identify this as PR folks doing PR. You do PR where you need it, and they need it.
Wikipedia says:
The term began taking a pejorative or negative connotation in the mid-19th century, when it was used in the political sphere
Do you long for the days of the 1850's?
It’s a British person having a good look.
But sometimes you need to step back and ask why you need that PR in the first place, and if perhaps there are better avenues to recover your standing rather than staging PR-worthy displays. At some point the PR becomes completely disingenuous and starts actively harming you.