If he's being paid by someone closely affiliated with the Democratic Party - and I don't know that he is, I'm building an air castle here - then distancing the Rich family from WikiLeaks would be in his best interest.
This seems likely to me, as per the CNN article you linked:
> Wheeler was put in touch with the Rich family through Dallas businessman Ed Butowsky, who told CNN he had offered to pay any bills associated with the investigation.
> "You have a family who can't afford a PI. Their son was killed. So I offered to help out," Butowsky said.
If they truly couldn't afford a PI, then I doubt they could afford a top-tier PR professional to speak on their behalf.