I think the timing is self-explanatory.
We know production begins in H2. We are 2 months from H2. The 3-month duration of the PR campaign leads up to and overlaps with the beginning of the production ramp at SPX. POET directly gets about 30% of SPX's sales and 50% of SPX's valuation, which should increase tremendously as it ramps its production.
Now is a good time to increase awareness of what the company has accomplished and will deliver in the near future.