One more time trying to explain the what "AFL media" is and isn't
The AFL media is a media outlet operated by the AFL
It does not do media management and public relations at all.
The AFL and "industry" may or may not have gotten better at media management and public relations etc over the last few years but it is completely independent of the founding and investment in "AFL media".
There is the AFL Media division of the AFL, there are also a group of AFL accredited journos* that cover the game & loosely referred to as the AFL media.
They have different masters.
*journos, not necessarily professionals.