Crypto runs on momentum: prices react to tweets, narratives shift in hours, and the media doesn’t wait for anyone to “finalize strategy.” In this environment, PR becomes part of the market’s tempo.
“The timing of a newsbreak can actually trigger user activity or completely miss the moment and fall flat,” Seva says. “You have to feel the market’s pulse to know when to push, when to hold, and when to reframe the story entirely.”
That’s why timing in crypto PR isn’t about waiting for the perfect hour – it’s about relevance. Before we start developing campaigns, we ask:
- Is the audience paying attention right now?
- Is this story in sync with what the market cares about today?
- Can this update ride the current wave – or should we wait for a better one?
If the answer to all three is no, we hold the story. If it’s yes, we move fast.
When speed equals effectiveness in crypto PR
Not every update in crypto demands precise timing, but some absolutely do. Announcements that are closely tied to action – token listings, public launches, core product updates, or high-profile partnerships – work best when they align with what’s already happening.
“If your update affects how people think or act, you can’t afford to wait. That’s when speed stops being tactical and becomes structural.”
At the same time, not all content follows these rules. Long-form reviews, explainers, and listicles serve a different purpose – they build presence and strengthen the brand over time. These formats are usually less reactive to daily sentiment and can be published more flexibly. (Though, we at Outset PR specialize in news-like longreads that help brands contextualize their messaging.)
Publishing windows that work (and ones that don’t)
Midweek usually performs best: it often brings more stable editorial schedules, consistent traffic, and less noise from the “weekend backlog.” Friday can also work – if the story lands early enough to ride into the weekend and stay on top.
“People avoid Fridays, but if you know the outlet and its rhythm, Friday can keep your news visible longer,” Seva highlights. “Sometimes it sits in the top slot for two full days, which is practically impossible during the week.”
As for weekends, they are a toss-up: yes, there’s lower traffic, but also less competition for attention. Holidays, however, tend to kill momentum unless the story is urgent or highly relevant.
Handling frequency without fatigue
One of the recurring questions we hear from our partners is “How often should we go out with news?” Spoiler: there’s no universal rule for publication cadence. What really matters is whether the story is meaningful – and whether it adds something new.
“If your product is evolving fast and your users need to know, keep talking. But if you’re just trying to stay visible, then frequency needs context and logic. Otherwise it starts to blur.”
Then there’s the issue of volume. Some projects truly do have a lot to say – multiple updates, multiple tracks. In that case, the question becomes: combine or break it down?
“We don’t default to either,” Seva shares. “You run the scenario like a test – make a call, then adjust from what you learn.”
Following a template is meaningless and a sheer waste of time. Crypto audiences are nonlinear and hard to pin down. What works for one outlet might not move the needle on another – and readers rarely overlap. That’s why we think in terms of hypotheses, not formulas. We test, observe, and adapt, never assuming the same move will work twice.
Timing without a calendar
We don’t follow a fixed content calendar – not because we dislike structure, but because rigid planning rarely survives contact with the market.
What matters more is how the story enters the field. We usually:
- Start with an announcement. One strong publication that sets the tone and gives media something clear to work with.
- Support it through outreach. We pitch the story to relevant outlets and give journalists a reason to care.
- Let the field pick it up. If the match is right – story, context, moment – media interest becomes organic.
From there, the campaign can expand: syndications, follow-up stories, different angles – all built on that initial launch. This way, the story doesn’t land all at once. It lives, grows, and stays visible longer.
When the market speaks louder than you
Even with perfect timing, the market sometimes takes over. A major announcement from a big player – a hack, a listing, a regulation shift – and suddenly no one’s looking in your direction.
“You don’t always control the moment. But you can control how you respond to it.”
What you shouldn’t do is publish just because the draft is ready. There are two main plays here:
- Wait. If the market is noisy and your story isn’t time-critical, you hold.
- React. If your update can be framed as a response or linked to the bigger story, it may actually gain from the overlap.
Working with media: The reality behind the pitch
Crypto-native media may publish faster than general news outlets, but that doesn’t mean they work on your schedule. Every portal operates differently: some have fixed publishing slots, while others review and respond quickly but don’t always release content the same day.
So, for crypto PR teams, knowing when targeted media can actually move and learning to plan for their pace is a crucial skill.
For mid-tier publications, 24 to 48 hours is usually enough to secure a slot. Tier-1 outlets often need more time, especially if you're offering a deeper narrative or an exclusive angle. And if a story requires a pitch-then-write flow (where the journalist takes over), that window expands further.
Sometimes, the outlet might already have a full lineup for the day or be publishing in fixed batches. If your piece doesn’t align with that timing, it won’t go out – simply because there is no space.
“That’s not a failure,” Seva notes. “It just means we reassess: wait for the slot or redirect the piece to another outlet.”
We don’t treat the media as a loudspeaker. It’s more like a living system – with its own rhythm, logic, and bottlenecks. It works best when you respect how it moves.
How we know if the timing worked
Right now, crypto PR rarely gives direct feedback – but there are signals, and we’ve learned where to look.
The first is coverage quality: how relevant the placements were, how well the messaging carried through, and whether the story was picked up beyond the initial push.
Then comes audience behavior. We track what we can – outreach, dwell time, engagement – and if UTM tags are involved, conversion actions too.
“You don’t always get the full picture,” Seva admits. “But if you see a story spreading across outlets, if journalists follow up, if the audience stays longer – that’s clearly a good sign.”
Finally, we look at contextual resonance. Did the story gain traction because it tapped into existing market momentum? Did it spark follow-ups? Was it cited as the narrative evolved?
Together, these three signals help us see whether timing was a multiplier or just a missed window.
Case study in point
In 2023, ChangeNOW, an instant crypto exchange and long-term partner of ours, identified and halted several suspicious transactions, tracing them to a large-scale exploit involving a native wallet on the Algorand blockchain. They came to us with internal data, a clear position, and a very narrow window to act. Our job was to make ChangeNOW’s role crystal clear – before the media began shaping the narrative on their own.
We launched the media campaign that same evening. As the first stories went live, top-tier outlets like Cointelegraph and CoinDesk cited them, positioning ChangeNOW as a responsible party and a credible source in a fast-moving investigation. That wouldn’t have happened if the timing had been off – even by half a day.
This case study is a good example of how timing and the ability to act quickly with the right story can turn a potential crisis into a strategic positioning moment. Ready to act on your own moment? Get in touch – we’ll map out a step-by-step campaign plan tailored to you.
Closing thoughts: One rule, three angles
We’ve tried countless timing strategies – and the ones that worked had one thing in common: the story matched the moment.
- Sometimes it meant holding back until the market was ready to listen.
- Sometimes it meant ignoring the calendar and publishing when the field was clear.
- Sometimes it meant not being first, but being timely.
“If your story deserves attention – it also deserves the right moment,” Seva concludes. “We help projects find it, not force it.”
