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It looks like as Facebook moves towards a potential IPO, or at least in a direction to prove they will become a profitable company in the long term, the company is working on polishing its spin tactics.

The tech media is digging in on the departure this week of CFO Gideon Yu, which the company backed up by saying they needed a CFO with “public company experience.” Not everyone is buying that reasoning, especially since Facebook’s previous CFO already had public company experience. Writes Silicon Alley Insider’s Nicholas Carlson:

Bringing in Sheryl Sandberg and Elliot Schrage, Mark Zuckerberg hired two executives who are very good at PR. Since when you’re holding a hammer everything looks like a nail, Facebook now focuses far more on its public image than it ever used to. Says one source, “entire meetings are about PR and what we’re going to say to the public. In the old days [PR] was almost scorned.”

Currently Facebook works with Outcast Communications in addition to its internal team led by Brandee Barker.