I don't think they'd just get the idea on their own to go out and find a PR company. But to realize there's a guy inside the org. who does that, it would give them ideas, I'm sure. Maybe they consulted some JW PR person like this NetHolics guy and he did such a good song and dance they hired him.
I've thought for a while that the changes you all talk about sound so commercial that there must be some sort of PR consulting going on.