You realize those aren't mutually exclusive positions? Not every high ranking member of a group needs to be especially competent in all regards if that group already has control of the majority of governments and media.

I don't think it's that unreasonable to say that he and his team are incompetent at managing optics especially given that there has never really been much need to improve because any statement made by him is insignificant to the mountains of better made propaganda that is already out there serving the same purpose he's trying to accomplish.