In my opinion, the problem with Facebook isn't really the PR. Yes, Facebook's PR is broken as the article describes, but the real problem started years ago, back when it was a "well-oiled machine".

The problem is that there is a huge distance between what Facebook PR says and what Facebook does. The constant apologies for misbehaviors that never are never corrected, the apparently deliberate misinterpretations of much of the criticism leveled at Facebook, the continual discovery of new misbehaviors that should have been stopped, and so forth.

That Facebook has now taken an official public stance of being antagonistic, dismissive, and condescending is bad, but it's just bad icing on an already bad cake.