Jason:
Basically, the more an architect is paid, the more he's expected to help with the marketing of the course. Owners accept that they are paying for "name recognition" to some degree and want the architect's help in maximizing the value of that recognition.
Of course, every architect has different strengths in this regard. Most professional players are great at making public appearances, but they are very strict about how many appearances they are committed to in their design contracts. [So am I, by the way -- my time is pulled in many directions, so my contracts only include an appearance at the opening, on top of whatever the client can arrange while I am on site to work.] Some of the professional players are also great in using their influence to secure commitments for tournament play on their courses. My own network of friends is of more help in the world of rankings and publicity in the golf magazines generally. Back when I used to take a lot of pictures, clients expected to use my pictures of the course as part of the fee; nowadays, they are more interested in having me write about the course for their marketing campaigns, and do interviews.
It should be obvious to anyone who participates on this web site, but it's not lost on many architects that promoting the client's project is also promotion for your abilities -- indeed, it's the best promotion you can do for yourself. We all sound alike in interviews; it's the courses we produce that make us unique.