I agree the PR is just amateur.
If my personal manager had done PR for this company we would have had a feature story in the NYTimes last May. And then the Chicago Tribune, Washington Post, LA Times, etc. We had some great local stories and all that was needed was a lot of leg work to turn those into a major feature during the time that iron was really hot.
Success has as much to do with perception as reality. Imagine if a real PR pro had handled this last week, put out really well timed and to the point PR, no mumbling or rambling CC, just great well written headlines about the Philippines, etc. What is the perception of the company then?