While the main TOKEN2029 agenda spanned two days, Mike and Ernesto spent an entire week in Dubai – one that turned into a non-stop sequence of meetings, coffee breaks, and spontaneous hallway conversations. Recalling the atmosphere and the scale – over 600 side events took place across the city – Mike summed it up in one word: “Intense!” But beneath the noise, the intent was clear: people weren’t just there to show up – they were there to get big things done.

Likewise, for Mike and Ernesto, staying in the thick of it wasn’t about photo ops (though let’s be honest – who can resist from taking a few cool selfies and celebrity pics?). It was about paying close attention: to what people were actually talking about – on stage, in panels, and beyond – and understanding how the definition of good communication in Web3 is evolving.

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Encounters that stick

Mike made it a priority to connect face-to-face with some of Outset PR’s long-time partners and bring a more personal touch to our everyday communication. Over the past two years, Outset PR has become more than just a service provider for many of our clients and media contacts, so some of the most memorable moments were the conversations that created real human connection and deepened mutual trust.

Mike had great catchups with BeInCrypto, crypto.news, Bitcoinist, CoinGape, Cryptopolitan, and Cointribune, each a trusted voice in the space and always open to more collaboration. And meeting in person with projects we’ve supported for a while – like StealthEX, ChangeNOW, and Diffuse – brought fresh energy to those relationships and sparked new ideas we’re now excited to explore.

“We’ve become real allies to our partner brands – not because we have to, but because we genuinely care,” Mike said. “That’s been part of Outset PR’s philosophy since day one.”

Meanwhile, Ernesto took the lead on business development – connecting with entrepreneurs, startup founders, and protocol teams to identify new prospects and lay the groundwork for Outset PR’s future growth.

“We planned our TOKEN2049 presence with intention: researched the attendee list and scheduled key meetings in advance, ensuring no interaction was left to chance,” Ernesto shared. “That preparation made it much easier to follow up and move conversations forward after the trip. Even casual talks over coffee or at side events ended up bringing value – whether it was clearer industry context, sharper priorities, or just a shared laugh that helped build trust.”

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If you're looking to move beyond surface-level networking and actually measure the impact of your next conference, we’ve put together a practical guide. Based on field-tested strategies, it’ll help you set focused goals, track results, and turn quick chats into long-term outcomes.

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Speaking of shared laughs, Mike brushed shoulders with Harold, a familiar name in the crypto meme ecosystem. Think it led to an agency pitch? Not at all. It turned into a very focused small talk about khinkali.

“You know, khinkali in Georgia is so good it’s dangerous,” Mike said.

“If I eat too many,” Harold replied, “my meme face won’t be a meme anymore – it’ll just be my real face looking at the scale.”

Nothing strategic was said – or at least it didn’t seem that way on the surface. But these are the moments that matter more than they appear. No effort is truly wasted when you know how to spot unexpected touchpoints, be memorable, and build rapport through something personal. Whether it’s a good line or a joke, that’s often how real connections start.

Mike also seized a quick moment to exchange a few words with Binance founder Changpeng Zhao – a brief conversation, a photo, and a reminder that proximity still matters, even in a remote-first world.

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The real signals from TOKEN2049

TOKEN2049 had its headline moments – including an appearance by Eric Trump, which sparked plenty of curiosity. But beyond the stages and panels, more consistent themes emerged in hallway chats and over late-night coffees.

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The hottest crypto narratives: RWA, DePIN, and ZK tech

At Outset PR, staying aligned with the fastest-moving narratives helps us craft sharper pitches and more relevant organic PR campaigns. From what we heard in Dubai, three topics are currently dominating the broader industry conversation:

• RWA (Real-World Assets): The transition from tokenized real estate to treasury bills, physical art, and other off-chain assets is accelerating. Projects now need to clearly explain legal structures and risk without losing story appeal.

• DePIN (Decentralized Physical Infrastructure): From Helium to mobility networks, DePIN links blockchain to real-world systems. It’s gaining traction fast and is easy to frame in ways that resonate with non-crypto audiences.

• ZK (Zero-Knowledge) Technologies: One of the most powerful technologies in the space – but also one of the hardest to explain. Teams often struggle to make it clear without going too technical. Simplifying without dumbing down is key.

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The Google factor

Another recurring thread – especially among media professionals – was Google. Teams are starting to take a harder look at how the search engine impacts content distribution. From indexing delays to the tension between organic reach and paid visibility, Google’s algorithm is becoming a bigger part of the PR conversation.

Naturally, this leads to a broader question: what does performance really look like in communications? How do you track what works – and how do you prove it? Visibility is easy to chase but hard to tie to real outcomes. That’s why much of the industry still leans on exposure-first logic: if people see it, that must be enough.

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But that’s beginning to change. At Outset PR, we’ve already made that shift. And without giving too much away, we’re working on something that will help other projects navigate this transition with more clarity and stronger strategy.

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The Fed influence

Beyond Web3-specific themes, macro indicators were also top of mind. The upcoming U.S. Federal Reserve rate decisions came up repeatedly. While no one claimed to have a clear forecast, many agreed on one thing: it’s essential to keep building amid political and economic uncertainty – especially with a potentially volatile election cycle ahead.

The tone? Realistic, but not discouraged. The sentiment was about adapting rather than waiting. About building with ambiguity in mind – and knowing that momentum doesn’t pause.

What we took with us

Crypto moves fast, but meaningful trust still builds slowly – and in person. Mike and Ernesto came back from TOKEN2049 with more than new contacts. They returned with reputational capital: renewed trust from media partners, stronger alignment with clients, and fresh insights already shaping the work we’re doing today. This trip was actually a reminder of why we invest in human-centric communications.

Outset PR went to TOKEN2049 to tune into the signal. And left with something better: confirmation that we’re already moving in the right direction. The principles that guide our work – clarity, strategic depth, and a data-driven mindset – are becoming the new industry standard.

That idea became the core of a podcast episode Mike recorded for The Blockopedia during a packed event week. In a 45-minute conversation, he broke down how Outset PR was built, why exposure alone isn’t enough for Web3 projects, and how the industry's focus is shifting from visibility to real outcomes.

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It’s an opportunity to pause, reflect, and unlock where Web3 PR is heading today. The episode will be out soon, and we’ll share the link as soon as it drops.