I think there is a place for PR and marketing professionals, especially for a big push or release. However, when is on ongoing buzz building campaign ever going to be a bad addition to your other efforts. When will it be bad to have a better connected, higher energy workforce?
Ultimately, achieving the buzz and word of mouth is going to get you better results and cost less. No wonder he thinks it is a bad idea.
To be fair to PR people though, others have said they did not sleep the night they found out about it because they were so excited about the potential.