As it was stated here:
"Of course, we will need to be somewhat discreet about what level of detail we promote. In some cases, publishing the full details of our strategy could hinder its effectiveness. Also, in such a highly competitive environment as crypto, some initiatives must be private at least until they go live (or it could cost us “first-mover” advantages). For both reasons, some parts of the promotion initiatives will necessitate confidentiality."
I think the right way is - evaluate PR effectiveness by results.
So if everybody sees good results (in Media, in additional promo-materials and so on) - it means we are on the right track.
If we can't see results (in long-term) - this means PR budget was spent inefficiently and corrections are needed...