I am going to bore you folks with my background stay with me there is some relevant info.
I qualified as a dentist from university of  odontogy in Gutenberg in Sweden at the time ranked third best dental school in the world and after practicing a couple of years as soon as Sweden joined the EU I moved to the UK as there was acute shortage of dentist in England and people in The UK has the worst dental status among all the west European countries.
Soon I realized the most lucrative part of dentistry is cosmetic and restorative dentistry so I attended many post grade courses related only to that but that wasn’t enough just to have the skills on hand I had to sell myself to my patients so I hired a patient coordinator which was a very pleasant and gifted young lady her job was to sit down with patients and guide them towards cosmetic dentistry make them aware of all the good things they can do to get a beautiful smile and she was damn good at it and also welll compensated.
Now the point is I manage to build a business from scratch to seven figure annual net income by being promotional yet not unethical.
Now why my story is relevant to TH reason is they have a story to tell and they need to use all means necessary to get it out there and distinguish the company from all the competitors being promotional, showing confidence and even overselling yourself in my opinion is not unethical at all after all this is a business valued like most other businesses based on earnings, future potential and competent management among other things.
None of that will materialize by conservise unclear behaviour. Show confidence in your ability to excecute and make that confidence visible to your audience. By all means I am not suggesting running the operational side of business is not important but that can be done at the same time they can create a buzz by doing a bit more on the IR part.
Excactly how please refer to that great post wino put out here while ago.
Being strategic is ok but not to that extent that people don’t get a clear picture of the company’s potential.