It is always about the organization

The 'living organization' of the movement rather than the dead party bureaucracy of the ruling elites is what totalitarian propaganda is meant to foster. 

The reality of the institutional organizations of the movements, organizations and institutions predicated on the simplistic lies of the totalitarian regimes, becomes the primary vehicle of persuasion for the totalitarian ruler, not the attempts at shaping public opinion through the media. 

The public relations objectives of totalitarian regimes is to mask the actions of the totalitarian rulers. It was Stalin's policy "always to say the opposite of what he did, and to do the opposite of what he said." (The Origins of Totalitarianism, Hannah Arendt, 1994; quoting Souvarine, footnote 57, page 362). Public relations is never about the ideology, it is always about the organization in its relation to the people it rules.