Our conversation touched not only on crypto media performance data and syndication patterns, but also on how on-chain data can anticipate where the public sentiment is headed, how clients can signal shifts in market cycles, how PR can stay in sync with the emotional rhythm of crypto, and much more.

Here are some of the most notable takeaways from the interview.

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On-chain activity sends hidden signals: The case of meme coins

Although we’ve already pointed out that meme coins made just a fraction of May’s crypto fundraising total, the last word on them hasn’t been said yet. Under the surface, our internal data showed something else: in the same month, meme coin transaction sizes started climbing again – and not just from retail wallets. 

That doesn’t mean a new meme coin boom is around the corner, but narrative velocity, combined with renewed whale interest, suggests meme-inspired assets still have cultural fuel left.

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What clients ask reveals real sentiment in motion

While speaking with our clients, I’ve learned that PR is often a leading indicator. When Web3 projects approach us for evergreen explainers and SEO optimization, it usually means the hype cycle is winding down. But when their requests focus on visibility, rapid amplification, and CoinMarketCap mentions, you can sense the market heating up again.

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User engagement across cycles shapes storytelling

That being said, PR that ignores market cycles is doomed to fall flat. 

In bullish phases, speed and shareability matter most: the window for attention is short, and people are engaged in scanning headlines. That’s when we prioritize fast, high-velocity formats that ride the wave. But when the market cools, we shift to substance: explainers, long-form thought leadership, reputation-focused content because the audience. 

We build campaigns around what the market is emotionally ready to absorb – and the formats shift accordingly.

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PR is not just communication – it’s coordination

These patterns, drawn from both our campaign data and real conversations with Web3 projects, reinforce what we’ve believed from the start: metrics tied to on-chain activity, cyclical entrepreneurial behavior, and sentiment shifts drive smarter campaigns and help teams move faster in a market where speed often equals edge.

For a deeper context, read the full conversation.

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