Just to comment a little further on this he will keep firing this question at you but because he doesn't understand the mechanics of PR and comms he just keeps shouting the same question at you again and again. He simply doesn't have the mental capacity to understand that it's not a quantitative job so don't waste your breath. Whomever ends up getting this job will fight EVERY DAY to show how PR is a necessity for this company in particular whilst he works against you to demolish your hard work.