Public relations in Web3 can be a double-edged sword. When done well, it amplifies your brand and builds credibility with users, investors, and future partners. But if done too soon, it can expose critical weaknesses, from fatal bugs to unclear positioning and inconsistent messaging.
We’ve seen teams launch in the middle of debugging major flaws, only to scramble for damage control as user complaints and negative headlines spread. One founder casually told us, “We’ll just fix everything on the fly after launch.” But by then, PR momentum had already crashed head-on into technical failures – hardly a recipe for positive buzz.
So how do you know if your Web3 project is truly ready to go public? Let’s break down what real “PR readiness” looks like – when to jump in, what to avoid, and how to thrive once the spotlight is on.
Preparing your Web3 project for PR activities: What to consider
To assess where your project stands, ask yourself (or your team) these key questions:
If you can confidently check most of these boxes, you’re already on the right track.
Choosing the right timing: When to launch your PR campaign
For a product-centric startup, 1–2 months of preparation before a big launch is ideal (however, if your PR and marketing activities are closely intertwined, this timeline may extend to 3 months). This buffer allows you to perfect your demos, refine positioning, and complete the preliminary work needed to establish effective media partnerships. It also gives you time to tackle last-minute surprises – like that pesky bug that only appears under specific conditions or a competitor announcing a similar feature just before your launch.
For a service-focused startup, a shorter prep time may be feasible. Since “bug-free” isn’t as pressing for consulting or platform services, which aren’t prone to technical meltdowns, the focus is on clarifying your unique selling point (USP) and gathering references or PR case studies.
And yes, some founders show up a couple days before launch, expecting a full-scale PR miracle overnight. Sometimes, it can be done – if both the agency and the startup team drop everything and heroically sprint toward the deadline. But it’s neither cost-efficient nor fun. In most cases, you end up reacting instead of planning.
Lessons from Antix and Glambase
When Antix, an AI-driven platform for creating hyper-realistic digital humans, approached us for PR support, they came prepared – with clear positioning, a consistent tone, and a well-defined target audience. They had even formalized USPs for different market segments. Their product was stable, and their team knew exactly why they wanted media exposure and what they aimed to achieve.
This solid groundwork enabled us to swiftly create a tailored media strategy, effectively communicate their messages, and secure placements in key media outlets – boosting their brand recognition in each segment.
On the other hand, some projects realize too late that they lack a cohesive story or even clarity on their goals. That’s what happened to Glambase – they initially struggled with a clear direction and sought guidance on aligning their objectives with realistic PR outcomes.
After a friendly yet focused consultation, they emerged with a stronger narrative, thoughtful messaging, and well-defined objectives. The result? A PR campaign that nearly tripled organic interest in the project – without the frantic guesswork.
So, if your startup’s still wrestling with conceptual or technical issues, there’s no shame in pausing. Step back, prioritize product stability, refine your message, and clarify your goals. Attempting full-scale PR amidst confusion often wastes resources and dilutes media interest.
Proceeding with strategic outreach: What makes Web3 projects investment- and newsworthy
Once you’ve tackled internal challenges and polished your story submissions, you’re not only overcoming these challenges; you’re crafting a narrative that captivates external audiences. A solid foundation makes your project far more appealing to the people who matter most: journalists and investors. Both crave novelty, but they approach it from different angles:
- Journalists are in a constant search of fresh, attention-grabbing stories. An AI-driven lens technology winning awards at major tech conferences (take XPANCEO, for example) practically sells itself, especially if with an inspiring founder behind it. Media teams also value exclusivity: if you’ve already blasted your press release to every industry publication, don’t expect top-tier outlets to pick it up.
- Investors focus on returns. They’ll assess market potential, business models, and traction. Yet, media coverage still plays a role – positive articles from credible sources add third-party validation that can tip the scales in your favor.
It’s more than just press releases
When it comes to PR outreach, a common mistake is relying solely on sending press releases. While useful for major announcements, press releases alone rarely spark real engagement. Web3-focused media, along with mainstream tech publications, often seek:
- Expert commentary on industry trends or hot topics,
- Case studies showcasing real-world impact and tangible results,
- Situational interviews that connect your brand to current events (e.g., notable shifts in crypto regulations or major AI breakthroughs).
Our agency relies on building lasting relationships with editors, reporters, and bloggers by providing timely, relevant, and genuinely engaging pitches. Short, standalone press releases won’t cut it – unless they’re part of a bigger, well-planned strategy.
Being proactive: Why reputation management should be a forethought
In Web3 industries, controversies can erupt unexpectedly – whether it’s security breaches, token premine allegations, or influencer-driven FUD (fear, uncertainty, doubt). Having a crisis-management framework in place beforehand prevents you from panicking if (or when) something goes wrong.
Crisis management often involves case-by-case judgment. One founder faced accusations that their token was 80% “premined.” After an internal review, they decided that responding publicly would only fuel speculation – so they chose to wait it out, and the rumor quickly faded. Another founder in a similar situation tried to argue with every tweet, inadvertently attracting more trolls.
Knowing when and how to engage is crucial:
- Assess quickly: Not all negative buzz requires an immediate response. Sometimes, waiting to see if it fizzles out is the best approach.
- If the situation requires action, consider professional PR support: Reputation management is highly nuanced and rarely straightforward – one misstep could cost you dearly. That’s why projects typically entrust such sensitive communications to PR agencies, just as ChangeNOW did when they turned to Outset PR for help in a delicate situation. See how we helped them navigate the case successfully and even earn praise from top-tier media outlets.
Everyone can get blindsided. The real question is: Do you have a plan to contain the fallout?
Keeping the momentum: How to ramp up visibility through PR
With crisis management in place, your next focus should be on sustaining momentum. While handling crises mitigates short-term setbacks, long-term engagement ensures that your project continues to build relevance and boost credibility.
This doesn’t mean issuing weekly press releases. Instead, it might involve:
- Regular product updates or new feature showcases, positioning your brand as ever-evolving,
- Thought leadership efforts, such as commentary on industry shifts or crisis events,
- Situational tie-ins – for example, weighing in with expert outlooks when major regulatory changes shake the crypto world.
If your project is truly compelling, you’ll find frequent opportunities to stay in the conversation. Consistent, thorough PR keeps you on the radar of media, users, and partners.
The value of expert content in Web3
One of the key drivers of sustained momentum is the regular production of expert content. Audiences often need well-researched insights to understand the real benefits and uniqueness of a project.
Features, interviews, or op-eds from your founders and C-level executives foster trust. They humanize your brand, positioning your team as industry professionals rather than faceless developers behind a mysterious token or AI model.
Final verdict: A thoughtful approach always beats a rash launch
If there’s one key takeaway, it’s the importance of self-awareness. A reliable product, a clear identity, a well-defined audience, realistic objectives, and a carefully timed strategy – these elements together make any Web3 project PR-ready.
It’s better to be honest with yourself and spend a few extra weeks (or months) refining your story than to rush out half-baked announcements that fall flat – or worse, backfire. Early mistakes in public perception can haunt you long after the product is fixed.
If you’re not sure how to navigate the complexities, you can always consider a consultation with our team at Outset PR. A brief conversation can reveal obstacles you haven’t yet considered and guide you toward a more confident, well-executed launch.
Just remember: in the world of Web3, the only thing more valuable than innovation is reputation.
