I just saw in an internal shlichus journal a photo title; shaliach X and a mekurav at a yechidus
The idea of kiruv in itself was never a no-no in Lubavitch.
Perhaps we named our work “shlichus” while the name “kiruv” is mainly used by other organizations, but you’ll ALWAYS find the term “to be mekarev a Yid” or “someone brought a mekurav” – going back all the years.
There may be more of a dislike in Chabad for the term “kiruv rechokim” since we try not to label a Jew as rachok.
Hence, it WOULD be surprising if a Chabad magazine would say: “Shliach talking to rachok. Trying to be mekarev”