In his new book, Business Stripped Bare (2008), Branson gives a nod to PR:

Publicity is absolutely critical. You have to get your brand out and about, particularly if you’re a consumer-oriented brand. You have to be willing to use yourself, as well as your advertising budget, to get your brand on the map. A good PR story is infintely more effective than a full-page ad, and a damn sight cheaper. I have an absolute rule. If CNN rings me up and wants to do an interview with me, I’ll drop everything to do it.”

Guess I have job security …