Doesn't Robin Soderling have a PR person to help him with his poor image/reputation?

I think many who dislike Soderling feel that way based on things other than his playing. He has had a reputation for a long time, before the general public knew him, of being cold and unsportsmanlike to his fellow players. Some of his less than noble behavior circulating on Youtube since he has become known hasn't helped. Personally, I really admire talented people who also have character and humility. Soderling has talent for sure, but he seems so insecure, negative, and unlikeable. I bet he is envious of those like Nadal and Federer who are loved not only for their play, but due to who they are as people/their popularity. I feel sorry for Soderling's girlfriend, poor girl! He needs some professional help to resurrect his image, if only for lucrative endorsements!