Ya know, if LW and SIAI are serious about optimizing appearances, they might consider hiring a Communications professional. PR is a serious skill and there are people who do it for a living.

People who do this for a living (effectively) cost a lot of money. Given the budget of SIAI putting a communications professional on the payroll at market rates represents a big investment. Transitioning a charity to a state where a large amount of income goes into improving perception (and so securing more income) is a step not undertaken lightly.