I can see why. She was pretty smeared in the Italian press - as a





, a drug user, a sexual sadist, an uncaring sociopath. Her team needed to rehabilitate her image. Cultures are different in different countries and it was necessary to understand how Italians viewed her and help her adapt to the culture so they would see her a different way. While some in the U.S. may think of Knox at age 20 as weird, or spoiled, selfish or immature in her behaviors right after Meredith was found murdered, Italians would likely see that same as criminal-minded. Any Italian girl of the same age would be a hysterical, sobbing mess, screaming for mama, really. But Knox did cartwheels and snuggled with her boyfriend.
Knox's behavior in the U.S. may be seen as odd and even suspicious, but our culture is not as expressive or passionate so without evidence indicating otherwise, we'd more inclined to excuse it. The Italians could never understand and would be more likely to see her behavior as enough, on it's own, to find her guilty, IMO. Add marijuana use and unmarried sex to the mix and over there, she's toast while neither of those things would point to guilt to most Americans.
So, a PR team could be essential to an innocent person culturally misunderstood.
He is. And if they are innocent as many believe, I think he was found guilty merely due to his association with her, which is horrible. I always felt I'd like to hear more from him, more from his family, more pleas to the public and the government. I think they could have done a better job getting his message out there.