You should focus on actions rather than words, but that's not the reality of how the world actually works. That's why Zuckerberg bothers with words, and why PR

You should focus on actions rather than words, but that's not the reality of how the world actually works. That's why Zuckerberg bothers with words, and why PR departments exist. Words influence people, even when that seems irrational. Especially when that seems irrational. The author doesn't seem to be saying you should ignore facebook's actions and listen to the words. The author seems to be saying that Zuckerberg is bad at PR. For that to be true, the actions of Zuckerberg and Facebook are implicitly in play. If Zuckerberg's PR is said to be insufficient, it's insufficient in the context of Zuckerberg's actions.