I tend to place more confidence in the scientific studies published in various journals.
I agree that journal publications are inherently more trustworthy than most PR. But studies of published trials have shown there is still a lot of gaming (as Schering Plough has recently demonstrated with Zetia).
It is a shame to have to think of biotech investing as a potential game of Liar's Poker where the insiders always win.
In most cases I do not necessarily attribute malice. There are a lot of ways to be untrustworthy - and incompetence is more prevalent than malice. As Feynman noted, the easiest person to fool is yourself.
Rancherho - along the same lines as my previous post that having a published paper is not strongly correlated to worthiness, CEGE actually has a published paper to go along with the PR. The abstract in that paper is just as laughable as the PR - despite being published in Clinical Cancer Research.