You're missing the "-D" (as in 'description') argument in your command line. As long as you wrap it in double-quotes, you'll be good to go:
lpadmin -p SecurePrint -o printer-is-shared=false -v lpd://192.168.39.143/secureprint -D "Secure Print" -E -P "/Library/Printers/PPDs/Contents/Resources/HP Color LaserJet Pro M252.gz"
That's my example. The "-p" argument cannot contain spaces, even when wrapped in double-quotes. Make sure your "-D" is uppercase, too. Here's a link to the lpadmin man page for 10.9. I believe it is unchanged for later versions.