I think the PR manager is more long term. He is not going to have an incredible effect right away. His impact is seen more in the long term. He may increase merch. revenue immediately, but that is not his biggest effect. Here is my theory of what a PR manager does:
1) Increase the soft cap for season ticket holders.
2) Bring fans to your team faster and decrease fans leaving when you lose games.
Both effects will increase your tickets and merch. revenue in the long term.
Anyhow, that's why I see it as a long term thing.
Run of the Mill Canadian Manager