PR is not about focussing on firing shots at media outlets. PR is about managing the reputation of the club. The most effective way of doing this is to influence others to be positive about City. Making an enemy of media outlets is not the best way to go about it. Yes, we should not allow them to say things that are unreasonable. But talk of 'attack' is not going to be of much benefit to us. If anything, it could have a negative impact on peoples perceptions of our club. You have to pick your battles carefully and, ideally, have as few battles as possible.
I am not convinced our PR is of poor quality. Managing the reputation of a club in a cut throat industry where we are not one of the established and influential cabal is very difficult.