"It's working" is misleading: there's nothing in the article about whether or not the PR effort of the last 3 years, including "AI" slop propaganda, has done what they want it to: reclaim their smoke-and-mirror reputation from the smouldering ruins and piled bodies of the Gaza genocide.
If recent polls are any indication, these efforts have done nothing but increase the disconnect between *actual people* and our political and media classes.