But here's the thing: did she really, or did the headline writer just get ahead of herself?
In her first media interview since the headline-making letter (and 23andMe's equally terse response to the FDA), Wojcicki told Fortune that her company fell behind schedule and failed to communicate proactively with the FDA and the public. At the same time, she also said she is taking steps to work with the government agency to rectify the situation and move forward.
This isn't really blaming public relations as much as saying "the only thing wrong with my product is that you don't understand what it is for," which I consider slapping back at the critic rather than acknowledging a true failure.
The rest of the interview largely backs this viewpoint. There is no specific communciations tactic or even a strategy mentioned that was deficient, only a bit of genuflecting before the government and promises to do better to make them happy.
It's sad to see such accomplished leaders essentially reduced to telling an abusive spouse they'll try harder to make them happy - but that's the position 23andMe is in with the FDA.
The communications strategy is to argue that a non-operational problem rather than something intrinsic caused the rift with the FDA and therefore it can be fixed without a long-term impact on the company's prospects.
The real story, which the Wojcicki sisters can't put forward due to government relations risk, is that the FDA's leadership woke up on the wrong side of the bed, decided they didn't get the proper tribute from the growing business and found a way to make trouble. With their ties to Google, they probably should have seen that coming.