The once-secretive Mexican drug lord Joaquin “El Chapo” Guzman has launched a public relations blitz, calling on his lawyers and even his common-law wife to keep his name in the news.

Emma Coronel, mother of Guzman’s twin 4-year-old daughters, has given unprecedented media interviews, issuing dire warnings about his health and pressuring the government to improve the conditions he endures his third time behind bars.