While there’s no universal checklist that defines whether a crypto news platform is tier-1 or tier-2, the distinction is generally based on a mix of factors: reach, editorial policy, pricing model, accessibility, and how the market perceives the outlet.

• Tier-1 portals like Cointelegraph are typically hard to access organically. They often write content in-house, limit third-party contributions, and mark any brand-driven mentions as “sponsored.”
• Tier-2 media is a broader, more dynamic category. Many of these outlets, such as CoinGape, CoinCodex, or CryptoDaily, have significant traffiс volumes and engaged crypto-native audiences of over a million monthly readers. 

Between these two, there is a category we call “tier 1.5” – publishers that are closer to tier-2 in reach but stand out in terms of pricing, editorial policy, and overall value.

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It's important to note that media tiers aren’t fixed forever. Case in point: CoinDesk, once widely regarded as a top player, is now largely out of habit. Since its acquisition by Bullish, the platform has seen a visible decline in both traffic and industry reputation.

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Then, there’s a different class altogether: news sites like The Block, The Defiant, and Decrypt. While they may not match tier-1 platforms in sheer reach, they carry reputational weight. These outlets rarely run paid placements and tend to be highly selective in how they work with PR agencies. Getting in takes either a compelling angle or real merit. A mention there is hard to secure, but that’s exactly why it signals quality.

The takeaway is clear: while submitting a pitch to tier-1 typically means playing by their rules and paying a premium, there are still ample opportunities outside of this realm, as tier-2 is far more collaborative and offers broader content formats.

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Speed, agility, and control

When crypto teams need to move quickly, tier-2 media is often the only reliable option. These outlets usually have shorter editorial cycles, fewer internal bottlenecks, and are more open to flexible timelines.

Unlike tier-1, which may take up to a month to review and publish a piece, tier-2 often confirms and runs content within 24–48 hours (or even faster). This responsiveness makes it easier to work around product timelines, investor announcements, or other market events that require immediacy.

It’s also more predictable. Want to lock in a publish date? Align across a set of outlets for coordinated coverage? With tier-2, all of that is possible. It allows brands to act decisively in moments that matter, without gambling on editorial calendars they don’t control.

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Visibility, discoverability, and SEO

Tier-2 media is a long-tail engine. It doesn’t just help projects get seen – it helps them get found.

• More outlets, more angles. Tier-1 is limited in number and strict in format. Tier-2 offers a broader surface area. It enables campaigns that can cover different geographies, languages, and audience segments.

• Greater SEO value per dollar. With tier-1, headlines are often locked, and links are “nofollow” (meaning search engines don't consider such links for ranking purposes). Tier-2 gives more room for strategic phrasing, keyword integration, and “dofollow” backlinks.
• Organic reach at scale. Because tier-2 content allows more control over structure and wording, it’s often more indexable. That means higher chances of surfacing in search results, aggregators, and media monitoring systems, especially when well-structured and timed.
• Cumulative presence. Instead of a single high-profile spike, tier-2 placements build layered visibility. The effect compounds over time and helps shape perception long after the campaign ends.

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Better alignment with most campaign goals

For many projects, especially those beyond the early traction phase, tier-1 is not the most direct route to results. It’s a status play: useful for “street credibility," investor confidence, or verification. 

But when the goal is to build awareness or create a persistent media presence, tier-2 media works better. Beyond just coverage, it gives space to tell the story in a way that aligns with the campaign’s specific goals. 

Whether that’s educating the market on a complex product, showcasing track record, or highlighting team credibility, tier-2 outlets give you enough freedom to shape the message with precision.

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A way to earn trust organically

Tier-1 media rarely publish stories “from nowhere.” Tier-2 is here to close that gap. By consistently showing up in reputable mid-tier publications, a project builds what editors call a media footprint. It’s about proving you’re active, transparent, and not a one-off headline.

This footprint becomes a reference point. Tier-1 journalists scan it to understand whether a project has substance behind it. A well-constructed tier-2 legacy tells a story over time. It shows product momentum, founder intent, and market fit. For Web3 startups, it’s the most realistic entry point into public conversations.

What’s often overlooked is how tier-2 stories travel. Because of lower news density and more flexible editorial models, these publications often syndicate better than tier-1 content. Aggregators pick them up more easily, other news portals notice them, and with less noise to compete with, a strong tier-2 placement can attract more attention.

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A long-term layer of infrastructure

However, it’s a mistake to think tier-2 is only useful at launch. It also supports consistent visibility, audience trust, and searchability, all without burning through budgets or waiting for perfect news cycles.

Think of tier-1 as something that operates more like a spotlight. Tier-2 works more like scaffolding. It gives brands a way to stay present between milestones, not just when something “big” happens. 

Product updates, ecosystem partnerships, thought leadership, and market commentary – these aren’t always headline-worthy for top-flight outlets, but they’re critical for keeping the communication stream alive.

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Tier-2 isn’t second-tier – it’s purpose-built

Tier-2 media is not just what you settle for when tier-1 is out of reach. These outlets are designed differently: faster publishing cycles, more control over format and messaging, higher flexibility in timing, and in many cases, a deeper connection to crypto-native audiences. They are built to deliver results.

Imagine tier-2 is a reliable business sedan. It gets you where you need to go, quickly and efficiently, without overpaying for the badge on the hood. Tier-1, on the other hand, is more like a supercar – high-status, flashy, and expensive, but not always the most practical vehicle for the job. 

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In PR, as in driving, you pay a tidy sum for prestige. And if you don’t have a clear reason for doing that, there might be smarter routes to take. At Outset PR, we don’t treat tier-2 as a plan B. We use it deliberately, depending on the project’s goals, stage, and rhythm. We’re not here to chase name-dropping for its own sake – we design campaigns that work. 

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The real question isn’t “How do we get into tier-1?” 

It’s “What’s the most effective way to reach outcomes that matter for this specific business?”

And for that, tier-2 is essential.