While it sure is nice to see J&M about, I doubt it's a part of a PR strategy by the DRF, to promote the image of J&M.
We see and notice J&M these days because the rest of the DRF is in hiding somewhere.
After all Joachim is genuinely busy these days as a military attache to France. With the war in Ukraine and with Europe about to rearm heavily and with EU intending to bolster it's own defense industry massively as well as France being a major partner with DK both in regards to weapons and materiel but also in regards to current military operations, Joachim is busy.
So the stories about Joachim don't really make it to the tabloids and the weekly magazines, they make it to the business sections in the serious papers.