Difference between Lubavitch and others?
PR (Public Relations), publicity is one of the ikarim (fundamentals) of Lubavitch.
Lubavitch runs a giant PR operation.
Modern Lubavitch is a PR creation to a great degree.
Way back in the 1950’s Yudel Krinsky was hired by Lubavitch to have someone fluent in English on their staff. Over time he became the Lubavitcher PR guru, liaison to the NY Times, etc.
In recent years, Lubavitch has a disproportionate presence online, which it uses to promote itself, naturally.