Talk about herding cats. I wish Glover luck but they might be blinded by the dollar signs here in taking on what will likely be a frustrating endeavor.
It can be many times more lucrative and life-protective for the people of Egypt. The choice is to (a) have PR experts make known the truth or (b) take a chance that the truth won't become known in time and you'll lose 100,000+ lives to extremists who honestly believe that you should feel as they do or die.
PR in this situation is like surgery: everyone would rather avoid the expense but bright people even more want to avoid the risk of not doing it which is why brilliant surgeons, not just Glover, also do well.