Don't Japanese Prime Ministers have spin doctors?

Just read an article by Ellis S. Krauss & Benjamin Nyblade titled "Presidentialization in Japan? The Prime Minister, Media and Elections in Japan." (British Journal of Political Science, Vol. 35, 2005)

What was interesting to me was how the ruling Liberal Democratic Party (LDP) felt the threat to its majority had been challenged, and hence the need to reform the image of the Prime Minister.

But the article triggered off more questions than answers. For example, the article noted that in the past, little press coverage was given to the Prime Minister, since it was not the centre of power. But despite that, surely the words and deeds that came with the Premier's position was considered newsworthy?

And besides, given the not-very-antagonistic, if not chummy relations between the Japanese media and policymakers, why was it so hard to get the media to give favorable coverage to the Premier? If the media can generally oblige in not running negative or paparazzi-style stories about the imperial family, surely they can be co-opted to (occasionally) give slightly positive coverage to the PM?

Also, doesn’t the Prime Minister’s Office have media specialist types, if not spin doctors to help project the PM's image in a more positive and personable light? Former PM Junichiro Koizumi presumably does not need help in that department but doesn’t his other rather dowdy counterparts need a boost, if not an outright overhaul?