I think Russia does not have as developed PR system as US does.
Russia does have a PR machine. It is the state run media. 
The most of russian media are private held companies and autonomous organizations. Notorious exception is the "1st Channel", which is declared as a private held company too but 51% of shares are owned by state. Actually I miss some state controlled TV channels, because the modern private held mass media are filled with commercials, shitty TV shows and other useless crap.
Tell me one media that openly oppose Putin, private media still have no power to oppose a powerful leader like Putin.