Press releases are not magic bullets. On their own, they rarely deliver meaningful visibility or leads. But as part of a broader PR architecture, they can activate news cycles, support SEO, and strengthen credibility by reinforcing a project’s active online profile.
This piece lays out what press releases can – and can’t – do in Web3. Drawing on our experience at Outset PR, we’ll break down when they make sense, and how to write a crypto press release that actually drives impact.
The myth of the “magic” press release
The idea that a single press release can make a crypto project “famous overnight” is one of the industry’s longest-lived illusions. Founders believe that by spending a few hundred dollars to push their announcement through a wire service, they’ll suddenly enjoy strong visibility and reputation.
Part of the problem is confusion: some even equate “PR” with “press releases” themselves. While press releases are one tool in the PR toolbox, they’re far from the whole system. On their own, they don’t build brands, communities, or trust. At best, they provide a formal record of a company milestone. At worst, they disappear into low-traffic “press release” sections of news sites that few real readers ever visit.
The reason this myth persists is simple: it’s tempting. In an industry full of ambitious teams and limited budgets, the idea of a low-cost shortcut to credibility is appealing. Yet in practice, real reputation is built through consistent narratives, win-win media partnerships, and the ability to connect your product to the bigger industry conversation.
The changing role of press releases in PR campaigns
Twenty or thirty years ago, press releases were the backbone of public relations. The process was simple: when something happens, you draft a release, send it to journalists, and often they’d build a full story around it. Back then, information flows were manageable, audiences less picky, and a well-timed press release could genuinely shape coverage.
That world doesn’t exist anymore. Today, readers are bombarded with endless information and skim far more selectively. Media sections dedicated to press releases attract little to no organic traffic. The format has largely shifted from being a journalist’s raw material to a sponsored post category, clearly marked with “advertisement” or “sponsored” tags.
As a result, the role of the press release has shrunk. It’s no longer the main driver of visibility, but a tool with very specific, limited use cases. Modern PR has steadily moved toward organic strategies – securing earned coverage, expert commentary, and analysis – because these approaches build more trust and deliver more lasting results.
However, that doesn’t mean press releases are obsolete. They still have value, but only when deployed with a clear purpose and as part of a broader communication system.
How press releases differ from other communication formats
A press release is, by definition, an official brand statement. It can cover almost anything: a new feature, a funding round, a partnership, or even a CEO’s appearance at a conference. The key is that it follows a strict and recognizable structure – written in third person, answering the core questions of who, what, where, and why it matters.
By contrast, other PR formats play very different roles:
- Exclusives give one journalist or outlet priority access to a story, creating stronger incentive for coverage.
- Expert commentary positions founders or executives as credible voices in an ongoing conversation, tying their insights to current events or industry trends.
- Analytical articles add depth and context, helping projects demonstrate thought leadership and connect their product to larger market narratives.
In short, a press release is the most formal and rigid format – useful for record-keeping and announcements – but it can’t replace the credibility, nuance, or audience engagement that organic coverage delivers.
Types of crypto press releases and their impact
Not every press release gets the results you’re looking for. The impact depends on what you announce, who you want to reach, and the outcome you expect.
Here’s a typology that links events, audiences, and strategic implications – a simple way to judge whether a press release is worth it:
- Product announcements
Typical examples: token launches, protocol upgrades, feature rollouts.
Impact: Usually resonate most with existing communities rather than new audiences. However, when a release solves a pressing industry issue, it can spark wider coverage and adoption.
- Financial announcements
Typical examples: fundraising rounds, venture backing, strategic investments.
Impact: Build credibility, especially with B2B and institutional stakeholders. If tied to a well-known fund, they can also generate direct opportunities. Smaller raises need strong narrative framing to matter.
- Partnership and integration announcements
Typical examples: exchange listings, wallet integrations, protocol collaborations.
Impact: Provides some of the most effective exposure and growth, since they instantly tap into partner ecosystems. This type of release often generates visibility and tangible traction.
- Regulatory and infrastructure announcements
Typical examples: licenses, compliance milestones, participation in industry standards.
Impact: Rarely excite retail audiences, but significantly strengthen trust with investors, regulators, and enterprise clients. Over time, this credibility compounds into long-term opportunities.
- Research and analytical announcements
Typical examples: publishing market insights, user data, industry reports.
Impact: Remain one of the most underused but high-value categories. They position the project as a thought leader, attracting journalist attention and inbound interest from investors and collaborators.
When a press release works – and when it’s just wasted budget
Press releases have a place in modern crypto PR only if they’re used with intent. Without a clear purpose, they end up as little more than a vanity expense item. From our experience at Outset PR, these are the use cases where press releases can play a role in broader PR strategies:
Activating a news trigger
When a project hits a milestone and needs an official statement of record, a press release is one of the standard ways to announce it. Think of it as setting the foundation for later organic coverage.
That said, a press release isn’t the only trigger – a well-placed blog post, Medium article, or even an X thread from the project itself can serve the same function of initiating the news cycle.
SEO and link building
Wire distribution packages that place press releases across dozens of smaller sites can support search rankings. This isn’t about visibility in those outlets – it’s about building backlink authority at scale.
Mass posting for visibility
In some strategies, press releases feed Google Discover or reinforce keyword presence. Here, the format matters less than the volume and consistency of distribution.
Brand vanity and proof points
Sometimes founders simply want logos of “big-name media” on their site, or to show investors that their project was featured on Bloomberg or Business Insider. These placements usually live deep in newswire feeds with no organic readership, but they serve a reputational or ego-driven purpose.
A key to closed doors
Some top-tier media don’t always open the door for owned contributions, leaving projects to navigate the tricky intersection of paid and earned media. In those rare cases, a press release may be the only viable entry point. News outlets like AMBCrypto and Decrypt are notoriously selective – and while they prioritize organic commentary, a release can be the bridge if other formats are off the table. Seen this way, a press release ensures your brand appears in outlets that are otherwise difficult to access.
In all other cases, a press release is a waste of budget.
Press releases: Image tool or lead-gen trigger?
Press releases are best understood as an image tool, not a reliable source of leads. Their strength lies in establishing legitimacy – putting an official statement on record, anchoring a milestone, or giving stakeholders something they can reference.
Yes, there are rare cases where a press release sparks inbound leads, but even then, attribution is nearly impossible. A founder might believe “this press release brought us clients,” while in reality it was the subsequent organic coverage, word of mouth, or community buzz that carried the impact.
In practice:
- As an image tool, press releases validate that an event happened and help signal professionalism.
- As a lead-gen trigger, the effect is indirect, sporadic, and unpredictable. A well-written article, a strategic partnership, or an exclusive pitch will almost always outperform a press release in creating tangible business opportunities.
Treat press releases as part of your brand’s image architecture. If leads come, consider it a bonus – not the goal.
Conclusion: Aligning press releases with results-focused PR
Press releases can mark milestones, support SEO, or serve as a documented proof of legitimacy. What they cannot do is single-handedly build reputation, secure consistent coverage, or generate predictable leads.
At Outset PR, we know exactly when a press release adds value and when it’s just a budget sink. More importantly, our specialty lies in building organic PR systems – campaigns that win journalists, engage communities, and compound trust over time.
For clients aiming at broader market dominance, we also combine organic PR with sponsored content strategically, using it to secure visibility at scale while keeping credibility intact. This layered approach makes sure that every tool – from press releases to organic features – works as part of one system designed for long-term impact.
If your project is ready to move beyond “just another press release” and build stories that actually resonate, let’s talk.
FAQ: Crypto press releases
Do crypto press releases still work in 2025?
Yes, but only when used strategically. They don’t create instant fame or leads, but they can support SEO, activate news triggers, and build credibility if integrated into a wider PR strategy.
Can a press release generate leads for my crypto project?
Direct lead gen from press releases is rare. At best, partner- or research-driven press releases can spark attention. But consistent inbound leads usually come from organic coverage and community buzz.
How much does it cost to publish a crypto press release?
Costs vary. Wire distribution packages can be as low as a few hundred dollars, while placements in high-tier crypto or business media can cost thousands. Price doesn’t guarantee impact – strategy does.
When should a crypto startup issue a press release?
Press releases are most effective for product launches, funding rounds, regulatory milestones, or strategic partnerships – especially when the information needs to be on record and referenced later.
