Do the people have a good track record of successful stocks. Stocks that have the majority of their shares in relatively few hands are easier to promote as selling can be better controlled. Companies that have large amounts of free trading stock in the possession of insiders have the currency to do deals and pay promoters. This is a double edged sword as the really legitimate companies with lots of cash probably won't worry about promoting their stocks higher. However, a promoted stock with cash has the ability to generate excitement as they acquire deals and buy publicity.
Investors often complain about the way companies distribute cheap options to their management.
However, the more they stand to gain, the better the chance the stock will go higher. Fundamental analysts often put too much emphasis on what is already publicly known. What matters is what will be fundamental in the future. If a company is facing a major event which can dramatically change their value, it should be considered. Stocks that trade a lot have a lot of investors and brokers watching them.