Its not just about PR though thats a fairly large problem. Steem itself is a flawed Token. No one outside of the community would ever really want to buy any Steem because there is absolutely no incentive to do so. Meanwhile the blockchain is constantly increasing the market cap via inflation. At this point, the only way for the Blockchain to gain value is for people to buy into steem either from the platform or from outside of the platform. Either that or someone needs to design a means to remove some of this market cap to help drive the price back to a reasonable place.