Too Long; Didn't Read
A PR specialist deals with the media in terms of working out news feeds, organizing interviews, and public speeches. They can rarely deal with traffic, banners, or positive reviews in the App Store. Sometimes the founder hires a PR manager and lets him/her act on his/her own, and sometimes the founder acts as a PR person themselves. But sometimes the effort spent is huge and sometimes it is just not worth it. In the first case, the specialist does not really understand where he/she is going and for what purpose, therefore the result is usually poor.