What crypto PR can actually bring when it’s done right
Before launching anything, the first step is gaining clarity: what outcome do we want?
Here’s what PR can support when aligned with the right timing, message, and media:
- Build awareness within a target audience
- Strengthen trust in times of crisis or uncertainty
- Generate inbound interest from partners or influencers
- Shift public perception after a strategic pivot or narrative reset
- Lay down a searchable media footprint to support SEO and brand discovery
- Boost team visibility and highlight expertise to increase project transparency ahead of fundraising
For these goals to be meaningful, it’s important to map them to the business reality by tying promo activities to the company’s strategic KPIs. This sets realistic expectations and helps founders understand how PR fits into the broader growth model.
Coverage isn’t the end goal
Getting a media logo on your homepage isn’t the problem – it’s treating that as the ultimate outcome.
Tier-1 coverage can absolutely make sense, especially when you’re attracting investor capital or establishing credibility with partners. But without transparent goal-setting, a Forbes mention – while prestigious on the surface – can easily turn into noise.
Web3 is different because you’re speaking to communities, token hodlers, skeptics, and early adopters. Visibility alone isn’t enough – what matters is context and relevance.
The missing structure behind most crypto PR efforts
In the crypto space, too many PR campaigns are built on instinct instead of architecture. The result:
- Timing is off – the story comes too early or too late
- The media choice is wrong – big names with no real traction, no syndication (in reality, some tier-2 outlets outperform tier-1s when it comes to reach, SEO, and downstream pickup)
- The narrative lacks context – it doesn't reflect current trends or product-market fit
- There’s no sequence – just scattered buzz with no strategic buildup
Crypto-native communication requires PR strategists to consider media selection, story framing, and distribution behavior. It also has to be measurable.
That’s why we track where and how PR worked – and what can be improved. This allows us to do what many think impossible: solve business problems that traditionally don’t relate to PR. For example, this is how we developed a standalone market dominance solution – in response to our clients' need to capture the entire narrative environment, maintain their position, and not just show up sporadically.
Translating product into narrative: Why positioning comes first
Crypto teams often design impressive products but struggle to explain them in a way that resonates. Internally, the logic holds. Externally, it lands as confusion.
The gap usually comes down to narrative: wrong angle, wrong audience, or too much technical jargon obscuring real value. Reframing the message, identifying who actually needs to hear it, and spotlighting what makes the product relevant – that’s where clarity starts to form.
There’s no point in pitching until the story is sharp enough to spread. In Web3, attention is short and interpretation is fast. If you don’t frame the message, the market will do it for you – and not always in your favor.
We’ve seen it firsthand working with NFT infrastructure teams – strong tech, clear vision, but no unifying message. In one case, we helped the founders zoom out, rethink how they described their core functionality, and rebuild their pitch from a user-facing angle. That single narrative shift unlocked better conversations with media, investors, and partners – without changing the product itself.
Crypto PR that compounds over time
Great PR is about reinforcing trust across all stages of growth:
- It warms up target audiences ahead of performance campaigns, improving conversion rates.
- It gives investors clear context early on, reducing uncertainty before due diligence.
- It supports ecosystem partnerships by signaling traction and credibility.
- It boosts retention by keeping existing users informed and engaged.
That said, PR becomes a force multiplier – other channels work better because visibility, context, and confidence are already in place.
But that only happens with an ongoing, consistent strategy. That’s why we offer long-term PR support: communication systems that grow with your product and reflect its evolution.
For founders who don’t want “just PR”
PR that gets real traction starts long before the press release. If you want visibility that actually moves the needle, start here:
- Know what you’re solving. Clarity begins with the problem.
- Translate before you broadcast. If your messaging only makes sense to your team, it won’t convert.
- Pick the right channels. The ones your audience actually trusts.
- Think in sequences, not spikes. One-off hits won’t build credibility, but consistency will.
Most projects fail because they treat PR as decoration. We treat it as part of the architecture – something that fits into your growth model, serves a defined purpose, and compounds over time. If you want to see your communications the same way – let’s talk.
