It is definitely a PR campaign, but it's not coordinated. It's designed to sell rap records. Or more accurately these days, streams. And it's doing that. It has produced a number of top 10 streamed songs. And "Not like Us" is a certified hit that will be listened to for years to come.
But this is a very dangerous way to sell some song streams. A better way is for Beyoncé to release a country album, or a House music album. Or for Taylor Swift to release a Taylor Swift album.