The Previous Rebbe says that times have changed, and the desire to publicize is not inherently, irredeemably superficial, as it was once regarded; rather, this inclination ought to be used to spread positive, holy messages:
Today’s generation of Chassidim has an inclination to expansion and exposure, which would once have been regarded as chitzoniyus (lit. “external,” superficial behavior). Nowadays it is hard to say that this is chitzoniyus. I would suggest that this expansion and exposure be used to publicize everything that we have discussed.
Sefer HaMa’amarim 5708, p. 260.