As superficial and petty as this is, from a marketing standpoint, it is important.
Look to entertainment for the answer. Most performers would be considered shorter than average, but the public never knows it. There are plenty of tricks. And at the same time, those tricks can be used by the media against a candidate. They've already intentionally done it to Rand several times.
On camera, everything is relative. Never stand next to taller people. Watch the camera angles. Sitting is usually best, but check the chair heights!
In many of your favorite bands, everyone in the band is under 5'6". Criteria for joining the band is being relatively the same height.
Van Halen, Rolling Stones just to name two.