I think one of the major things that should be clear when doing the PR is why they need another ICO to raise additional funds. Otherwise people will just complain about why a project needs money when the product is already developed. They should make clear that it is required for the liquidity fund and how this will benefit the traders of the platform and that it will give even more benefits to the users

Yes, this is an important information to share beforehand but I'd like to see some regular form of development update. It doesn't need to be daily or weekly, but once a month would be appreciated (and at a certain stage necessary). Silence is never a good sign, especially if you missed your expected goals. You need to be in touch with the people that you fund your project. It can be on your own terms but it needs to happen.
The Twitter channel, for example, it is active, true, but 99% of the information that is tweeted has nothing to do with the project. STeX Exchange is no crypto-news-channel but that is exactly whats happening the last couple of weeks. I for one don't retweet those tweets because they are all from other sources.
I'd like to have a unique source that is informing about the awesome steps the STeX team is making, about features of the exchange, reminders why the project is important and relevant, what people can expect etc. That's something I'd retweet with pleasure.