A regular asks: "Is this unneccessary spending?"
My answer: On the surface, I'd have to say yes it is unneccessary spending. But there are a number of reasons the administration could use to justify the expenditure. I remember thinking a number of times over the last few years that it seemed the administration was having a difficult time getting its message out clearly.
The question to ask here is whether or not using outside PR firms is a wise investment of tax-payer money. The article doesn't make mention of how successful the PR firms were at getting the administration's various messages out to the people. I'd have to say that it appears to have been a smart move, but I think a lot of that will depend on whether or not one cared for the message in the first place.