TL:DR
How to earn Web3 media coverage by turning your project into a clear, newsworthy market story and running PR as a repeatable system that consistently converts into sustainable brand awareness and demand.
Most Web3 projects invest in building their technology and find themselves unable to attract much outside of their current base of support. As such, many use social media to disseminate information regarding their progress, hoping to be noticed by others.
Unfortunately, this strategy does little good, as it relies on the whims of an algorithm and one's follower count. In other words, without having earned some level of media coverage, most projects will go unnoticed by potential investors, partners, and customers who don't currently follow the project. It is not the quality of the content that is lacking here; rather, it's the process, a gap typically addressed by a structured PR campaign approach.
Why social media rarely converts into long-term demand
Posts made via social media typically are seen by those individuals who already know about your project. Therefore, they serve to provide additional exposure to your audience, but they don't create awareness among new audiences nor do they lend credibility with the decision-makers.
Additionally, the posts you make on social media are fleeting at best. Most posts are scrolled right out of feeds and timelines in minutes. Even the occasional viral tweet is nothing more than a short-lived burst of attention lasting only a couple of days, a limitation commonly addressed by structured PR marketing efforts.
Demand must come from individuals who have never heard of you before. For example, the same types of media coverage that can help to create awareness and establish credibility with your target audience would also need to be obtained.
Why journalists ignore most Web3 announcements
It is common knowledge that journalists receive hundreds of pitches each week from blockchain and cryptocurrency projects. Unfortunately, the vast majority of these pitches are simply generic press releases announcing the launch of a new token or detailing technical updates related to your project.
These pitches fail to explain to journalists why the news is important to their readers, or how it relates to larger market trends. As such, journalists simply dismiss these emails as lacking any "story value." Without a clear angle that ties in with the type of stories that a journalist covers, your announcement will likely go ignored, a challenge widely recognized in crypto PR practice.
Building a Strong Founder Narrative
Journalists cover topics that are of great public interest and also topics that can evoke an emotional reaction from the public. The same topic could be of interest for both emotional and factual reasons.
However, it seems that most of the time, Web3 project announcements lack this emotional component. Most announcements do not contain enough information about the founding team to create a personal connection or add to the technical and/or market related data included in most project announcements. The founder's story creates the emotional attachment that gives the technical data contained within each announcement a sense of importance to journalists writing the article and readers attention, a narrative emphasis commonly applied by experienced Web3 PR agencies.
Why does the founder's story matter?
The way that founders describe how and why they want to solve specific problems in Web3 projects allows them to explain the complexities of those same problems in ways that can resonate with readers' emotions in ways that purely technical descriptions can never do. When founders tell readers why they decided to start their Web3 project, readers see the problem differently than when they were simply presented with the technical aspects of the project. When journalists can present clear perspectives on a subject area, it makes interviewing much more exciting and provides better, more quotable material for journalists to write about because it reveals the convictions and motivations of the founders behind the project.
Key reasons for developing your founder's story:
- It separates your project from others who are competing with you using the same technology.
- It provides a source of human interest in journalist's reporting on the project.
- It helps readers relate to technical ideas by providing personal context.
- It creates quotes that readers will remember and pass along to other readers.
- It builds credibility by showing readers that the motivation behind a founder's project is genuine and not just for money.
How to shape a strong founder narrative
The first step is to explain why this particular issue is important to the founder. What is the founders' personal connection to this problem? Explain how the founders past, his/her experiences, or observations relate to the problems in the market he/she is trying to solve. It needs to be real and believable; do not fabricate a story for marketing. A good founder narrative communicates a vision and a longer term belief about the future, not a list of features or facts about your product.
Some of the components that make up a successful founder narrative include:
Founders direct personal experience: (what the founder saw firsthand or struggled with)
Specific moment of realization: (when did the founder decide that it was time to solve this problem?)
Connection to the bigger picture: (how does solving this one problem fit into the founders overall plans/goals?)
Authentic motivation: (why is this important to the founder and why will he/she continue to work at it and sacrifice for it even after success?
Vision Statement: (what do the founders believe the future should look like?)
A commitment indicator: (why is the founder willing to dedicate years of his/her life to solving this problem?)
How Journalists Actually Think and Work
Journalists do not exist to promote your project. They write stories that inform and interest their readers. Every pitch they receive competes for limited time and article slots. Understanding how they evaluate pitches helps you craft messages they will actually read. Journalists prioritize relevance, clarity, and timing above all else.
What Makes A Web3 Story Newsworthy
A newsworthy story is one that ties to the interests of your reader. That can be a new solution to an old problem in blockchain infrastructure. It can also be some insight into market trends or user behavior. Finally, it could be some insight on how government regulation impacts the cryptocurrency projects that exist in various areas of the world.
Your project is newsworthy when it fits into those broader conversations.
Why Generic Press Releases Get Deleted
Generic press releases list the features of your product/project, the partnerships that you have made, and the milestones you have reached without putting the information in any kind of context. The press release assumes that the journalist writing the article will figure out why the information contained in the press release is important. This is not going to happen.
If your press release states that you have successfully launched your mainnet, this means nothing to most people. Why? Because you have explained what problem the mainnet solved, and who benefits from it. In addition, you have not provided a link between your company launching its mainnet and the stories that are currently being written by journalists. Without that link, your press release will get deleted.
TokenMinds Four-Stage PR System
The structure of an effective Public Relations (PR) process is far better than simply attempting to reach out to journalists in a non-structured manner with Web3-based projects. TokenMinds has created a Four Stage PR Process to take a Web3-based project from having unclear messaging to maintaining a steady presence within the Media.
The Four Stage PR Process creates a continuous PR effort by building upon prior efforts as opposed to creating new PR efforts each time. By understanding each of the Four Stages of this PR Process, you can create a long-term strategy for creating PR efforts which compound over time rather than one-time PR coverage spikes.
Stage One: Narrative Anchoring
Narrative Anchoring creates the foundation of what your project represents and why it is important to the marketplace. In addition to defining the core story and key messages of your project, the first stage of the Four Stage PR Process also establishes the positioning of your project for all future media outreach activities. A project without a defined narrative will cause journalists to have difficulty quickly grasping the content of announcements regarding your project.
Narrative Anchoring also provides answers to three important questions: What problem are you solving? Who is going to benefit from your solution? And Why does your way of approaching the problem matter now?
Key activities in Narrative Anchoring:
1. Describe your company's core value proposition in a single sentence.
2. Identify the particular market issue your project addresses.
3. Develop 3 - 5 different key messages that are in alignment with your narrative.
4. Develop your founder's story linking their personal motivations to the problem your company solves.
5. Clearly define how your company is differentiated from the competition.
6. Write down talking points so all members of the team have the same information when communicating about your company.
Narrative Clarity Score
How well a journalist can understand what you're trying to do in 30 seconds based on your written materials, is measured by this score. The more easily a journalist understands your value proposition, the higher your score will be because your message has to be simple, focused and non-jargon. The lower your score will be if your message is confusing, too technical or does not differentiate your project from others. There is a direct correlation between how clear you are in your messaging (narrative clarity) and how many responses you receive from journalists.
Narrative Clarity Criteria for Score:
Your value proposition is presented as a one sentence summary that contains no technical terms.
Your core problem is specifically stated in a way that is very tangible.
Your solution is explained using plain English, no technical terms.
Who your target user is/beneficiary is clearly identified.
How you differ from other projects/companies is clearly stated.
All of the people involved in your project use the same language when talking about it.
Stage Two: Trend Alignment
Trend alignment is about relating your announcements to what journalists are currently reporting on. The purpose of this stage is to track current news trends and how you can position your announcement in relation to those trends.
By framing your announcement as a response to a trend or as an example of that trend, you can make your pitch more timely and relevant to the journalist's story instead of making it look like another generic pitch for a product.
Key activities in Trend Alignment:
The key things you need to do for Trend Alignment are as follows:
Track your media coverage every week across major Web3 and crypto outlet websites
Identify the most common themes when it comes to reporting on Blockchain and Cryptocurrency
Match up your future press releases to trending topics in your industry
Create an angle for your pitches referencing what is currently happening in your industry
Coordinate the timing of your outreach efforts based on how closely they tie in with related recent news articles
Be ready to respond with a quick comment on any breaking news in your industry
Trend Alignment Score
The Trend Alignment Score is a measure of how closely aligned your announcement and its angle(s) align with the areas that journalists are currently writing about in the media space. This is often referred to as a "coverage factor" and is used to measure how closely a project fits into existing conversations within an industry. The higher your Trend Alignment Score, the better your announcements fit into the conversations being covered by journalists and will therefore be covered quicker than those projects that have lower scores.
Factors to Consider when Evaluating Trend Alignment Scores
- Do you review Web3 coverage weekly across all major media outlets?
- Are your pitches specifically referencing current trends and/or events?
- Can you identify three (or more) journalists who are covering similar topics?
- Does your announcement's timing coincide with the cycle of trending news?
- Are you prepared to provide reactive commentary on breaking industry news?
- Are your presentation materials citing data or reports that journalists are using to support their own reporting?
Stage Three: Media Readiness
Media readiness is when you prepare all the things that a journalist will need to write about your story as fast and as accurate as possible. This phase develops what are called 'press ready' assets which include a quote sheet, a fact sheet, an informational backgrounder, and Q&A document for the journalist to reference while writing the article.
Journalists have very little time to wait before they have to file their stories, and journalists much like all reporters appreciate it when the people being quoted by them make the journalists job easier. So, if you can be prepared in advance to supply all of this information in hours instead of days, then media readiness is the best way to achieve that goal.
Key activities in Media Readiness:
Write pre-approved quotes from founders and executives
Create one-page project fact sheets with key metrics
Prepare detailed Q&A documents for interview preparation
Develop visual assets including logos and product screenshots
Build a media kit with company background and team information
Establish internal approval processes for fast quote turnaround
Stage Four: Compounding Coverage
Compounding Coverage increases the speed at which you build your media presence with ongoing and intentional outreach to the press. In this phase, you execute on your established plans and monitor your efforts to see how well they are working and then adjust them as necessary.
Instead of making sporadic announcements about your business, you make periodic releases of information to create an ongoing media presence by establishing a rhythm of continuous reporting. Because each release of coverage is easier than the last, reporters will have seen previous mentions of your business and feel more confident in writing about it.
Key activities in Compounding Coverage:
Execute coordinated outreach campaigns across your media list
Space announcements strategically over three to six month periods
Follow up with journalists who covered you previously
Track coverage patterns to identify which angles work best
Nurture relationships with journalists between pitch cycles
Measure visibility growth and adjust strategy based on results
These four phases build upon each other, creating a foundation for sustained media coverage. Each phase builds upon the previous phase, transforming public relations (PR) from random acts into a systematic process designed to generate growing returns over time.
Defining a Clear PR Narrative and Key Messages
Public relations work starts before you contact any journalist. You need a clear narrative that explains what your project does and why it matters. This narrative becomes the foundation for every pitch, quote, and media material you create. Without it, your outreach will feel scattered and confusing.
Turning product features into a market story
A market story defines the problem your technology solves and identifies the people impacted by its use. It is the type of story journalists want to tell; the list of product features they do not. If you have developed a layer two solution for increasing transaction speed (the feature), the market story is how this will lower the cost of development for developers or improve access for users in certain geographic areas. Emphasize the outcome/impact as opposed to the specification of technology.
Defining One Clear Message Per Announcement
There is always one major thing you want to be saying with an announcement (e.g., a partnership, a new product, a funding round, etc.). Each announcement can only say one main idea. When you are trying to announce multiple items within a single pitch, you are going to confuse the audience and dilute your primary message. Develop all your pitching efforts based upon the singular item you are promoting and provide short and concise details to reinforce your main message.
Types of PR Contents
Effective Web3 PR relies on telling a cohesive narrative about your project through building credibility and maintaining that message across various formats. The combination of these different formats helps projects convey the value of their project; develop journalist confidence in sharing project news; and create lasting brand awareness over time.
Press Releases & News Announcements
Share launches, listings, updates, etc. in an easy-to-read format.Media Briefs & Pitch Notes
Provide journalists with quick, relevant information; key data points; and specific story ideas related to your company/project.Source Quotes / Expert Commentary
Establish yourself (founder(s)/leader(s)) as credible, trusted sources for journalists to quote from, particularly when they are writing about trends, launches, and other market-related issues. This method has proven to be simpler and more efficient than trying to secure a full-feature piece.Founder Interviews / Q&A Documents
Create consistent talking points and prepared responses to address more in-depth interview questions.Bylined Articles
Write in-depth pieces exploring market trends, industry challenges, and/or future outlooks.Technical Explain-ers & Backgrounders
Simplify technical explanations about complex protocol designs, token structure, and/or security decisions.Post-Conference Recap
Document what occurred at conferences, including who partnered, what was discussed, and what's coming up next.Behind-The-Scenes Stories
Only share behind-the-scenes stories once you have some level of success/traction.
Choosing the Right PR Angle Based on Market Trends
There are many ways to make your PR angle strong and connect to what journalists are already reporting on. By doing so, you will be able to show that your announcement is relevant and timely. Weak PR angles often do the opposite by treating your project or service as if it should be reported on by journalists simply because you have created something. This type of approach usually fails.
Using Market Trends vs Product Updates
Journalists write about the market trends, regulatory issues, user behavior changes, and challenges facing the industry. For example, when announcing the launch of a privacy tool, tie the announcement to the conversations currently taking place regarding protecting users’ data in Web3.
When entering into a new geographic area, tie the announcement to the growing trend of users adopting your services in that specific area. The trend gives you a frame to work with, and your announcement can provide additional evidence in support of the trend.
Tying Announcements to Current Web3 Discussions
Find out what journalists are writing about every week. Find the common themes being covered in journalism related to blockchain, cryptocurrency, and decentralized technologies. When journalists are covering infrastructure challenges, find out how your announcement ties into this theme.
When they write about regulatory developments, figure out how your project fits in to the response to these changes. Make your news an extension of the conversation that is already happening, rather than a single occurrence.
Finding Relevant Web3 and Crypto Journalists
Successful PR depends on reaching journalists who already write about topics related to your project. Mass outreach to generic media lists wastes time and damages your reputation. Focused research leads to better response rates and more accurate coverage.
Using tools like Muck Rack and BuzzSumo
Muck Rack and BuzzSumo are two tools that will allow you to identify journalists based on the topics they typically report on. Use keywords such as “Web3,” “Blockchain Infrastructure,” “DeFi” or “Cryptocurrency Regulation.”
The two tools provide a list of journalists who commonly report on those topics. In addition, the tools include a listing of recent articles each journalist has written, their social media accounts and contact information. Although this is an involved process, it provides much better results than simply searching a general media database.
Tools recommended for identifying journalists:
1. Muck Rack: It is a powerful and comprehensive database of journalists and their area of coverage as well as a method to locate their contact information.
2. BuzzSumo: An analytics tool for evaluating media coverage; it will show which journalists cover a topic most frequently.
3. Twitter Advanced Search: Search for journalists using keywords from the last few weeks (or months) of their tweets.
4. Google News search: Identify journalists that have been reporting on your sector.
5. Cision: Media database with more detailed journalist profile information.
Searching by Web3 and crypto keywords
Use specific words that fit into the category of your project. When working on decentralized identity, search for "decentralized identity", "digital identity", "blockchain identity". Don't use general terms such as "technology" or "innovation".
Using targeted keywords will get you journalists who are familiar to your industry and are writing for an audience interested in your area of interest.
Examples of effective keyword search strategies:
Use the exact category of your project: "Layer 2 Scaling", "NFT Infrastructure", "DAO Governance"
Use a combination of technical terms with market terms: "Blockchain Interoperability Adoption"
Look for articles from the last 30-90 days for active beat coverage
Look for byline's that appear frequently (journalists who write a weekly/monthly article on your topic)
Building a focused media list
Create a list of 20 to 30 local journalists who cover stories in the same area that is covered by your project. Include their names, media outlets, primary beats/coverage areas, and contact info. Add to the list when you identify other journalists covering your topics and/or when journalists move to different beats. This will allow you to personalize communications and build relationships with these journalists over time.
Track this information about each journalist:
- The full name and current outlet of the journalist
- What area(s) does the journalist primarily cover?
- E-mail address and Twitter handle
- Titles of three articles written by the journalist from within the last year with date
- How the journalist prefers pitches to be made (based on how they have responded to previous emails)
- Topics or subjects the journalist has indicated they do not want to write about or prefer to avoid
Understanding What Each Journalist Covers
It's more than finding contact information, you need to know what each journalist covers and how they go about it so you can tailor your pitches based upon that.
Journalist Interest Mapping
Find out what each of the journalists you've identified cover by reviewing a minimum of five recent articles from each. Identify what types of topics they cover, who they are quoting in those articles, and the type of angle used to tell the story.
As a result of this research, you will find that some journalists focus on technology advancements, while other journalists focus on market trends or regulatory changes. Identifying these preferences will assist in determining which journalist(s) to reach out to with regard to your announcements.
In addition to article frequency, sources quoted, story angles, depth levels, and geographic focus the following should be considered when analyzing journalists to possibly write for:
Article Frequency: How often does a particular journalist publish articles? Does a journalist typically publish an article weekly? Monthly? Sporadically?
Sources Quoted: Who does a particular journalist quote in their articles? Founders? Analysts? Researchers? Users?
Story Angles: What types of story angles does a particular journalist use? Technical explanations? Market trends? Regulatory issues? Human-interest stories?
Depth Level: What type of reporting does a particular journalist do? Surface-level news? Investigative journalism? Something in between?
Geographic Focus: What geographic areas does a particular journalist cover? Global? Regional? A country-specific perspective?
Avoiding irrelevant pitches
For example, pitching a journalist that writes exclusively about DeFi protocols about your company's Enterprise Blockchain Solution will waste both parties' time because it clearly shows you did not take the time to research his/her past reporting efforts.
By not taking the time to do so will damage your reputation as well as reduce the likelihood that a journalist will even consider responding to a future pitch. Only pitch journalists that have recently reported on topics relevant to your company's announcements.
Preparing Media-Ready Materials
Journalists work under tight deadlines. They appreciate sources who make their job easier by providing clear, ready-to-use information. Media-ready materials increase your chances of coverage.
Writing short, usable media quotes
Write 2 or 3 short direct-to-the-journalist quotes (1-2 sentence max) from either your CEO or technical lead about your project and how it will positively affect the world. The goal is to show an opinion or a significant advantage of your work.
Use normal, non-marketing language.
Example: "The cost of making international transactions for users in emerging markets are high. Our project has reduced costs associated with making these international transactions by approximately 80% and does so, without involving traditional banking systems."
Key elements to successful journalist quotes:
- Quote length: 25-40 words maximum
- Quote structure: Problem + Solution/Outcome
- Quote attribution: Include the name and title of the person being quoted
- Quote clarity: Avoid using any technical acronyms or undefined terminology.
- Quote value: If at all possible, include actual data or results.
- Quote tone: Conversational yet confident.
Preparing background notes and project summaries
Prepare a one-page document outlining your project; in easy-to-understand terms describe the "what," "why" and "who." Include some fundamental facts about your project such as launch date, number of users, etc. Make sure you are continually updating this document and can quickly disseminate it to media contacts requesting additional information.
Typical sections of your project fact sheet include:
One sentence describing the service/project: a simple description of the product/service.
Problem/Gap in the Market: describes the problem your company solves.
Traction Metrics (users, transactions, etc.) : provides data on how successful your company is (i.e., user base).
Team Experience/Credentials: provides an overview of the founders' experience and any advisors the company has retained.
Investment Information: lists total amount invested, lead investor(s), etc.
Contact Info: lists the name and e-mail of the media contact.
Providing clear context without overload
Reporters should have enough details about the story you are trying to tell in order for them to cover it well; however, too many details can be overwhelming and could hinder their ability to tell your story. Include any links to relevant data, previous coverage of your company or other companies similar to yours and/or any industry reports that support your announcement. Allow the reporter(s) to determine how far into the details they wish to delve on your behalf.
Do not send a 20-page whitepaper as part of your initial announcement unless reporters request this level of detail from you.
Supporting documents to prepare:
- Two or three prior media mentions
- One relevant industry report or research study
- A high-quality company logo and product screen shots
- If there is an explainer video regarding your company/product, provide the link.
Optional: Send a link to the complete whitepaper/technical documentation. Provide clear labels regarding what is being referenced.
How to Pitch Journalists the Right Way
How you reach out to journalists matters as much as what you say. Short, personalized emails get responses. Long, generic pitches get ignored.
Writing concise, direct pitch emails
Your pitch email should contain at least three and no more than five sentences. Identify yourself, what your news is, and how it relates to their readers.
Reference a recent article that they have written about a similar topic to demonstrate that you have an understanding of the type of coverage that they provide. Offer them further information or a connection to a source.
Do not send attachments unless they request them.
The best format for your pitch email:
- Subject Line: 6-10 words referencing the news hook.
- Opening: Reference a recent article they wrote related to this story.
- News Statement: What you are announcing in one sentence.
- Relevance: Why does this matter to their readers?
- Call to Action: How can I assist you? Interview, Data, Additional Context.
- Closing: Brief signature with your name, Title, and Contact Info.
Personalizing outreach without overdoing it
Your pitch email should contain at least three and no more than five sentences. Identify yourself, what your news is, and how it relates to their readers.
Reference a recent article that they have written about a similar topic to demonstrate that you have an understanding of the type of coverage that they provide. Offer them further information or a connection to a source.
Do not send attachments unless they request them.
The format for your pitch email:
- Subject Line: 6-10 words referencing the news hook.
- Opening: Reference a recent article they wrote related to this story.
- News Statement: What you are announcing in one sentence.
- Relevance: Why does this matter to their readers?
- Call to Action: How can I assist you? Interview, Data, Additional Context.
- Closing: Brief signature with your name, Title, and Contact Info.
Timing Your PR Outreach
Timing of your pitch has a huge impact on how many journalists will pay attention to it. Sending the pitch out at the correct time can increase the likelihood of getting covered by a significant margin.
Identifying current and relevant news topics
Find out what Web3 and crypto journalists are currently covering. When they write about a security breach, determine if your announcement is related to security. When they are discussing regulatory changes, determine how your project addresses those regulatory changes. Send your pitch when you have timely news that aligns with their current conversation.
Ways to identify current news topics:
Create Google alerts for Web3 and crypto specific terms.
Follow the journalists you want to send pitches to on Twitter, see what topics are trending.
Daily check CoinDesk, The Block, and Decrypt for recurring themes.
Use Feedly or an RSS reader to follow the coverage of your desired outlet(s).
Weekly, look back to find out which topics were written about in more than one outlet.
Pitching when journalists are already covering related stories
Journalists are likely to cover the same topics in close succession. For example, if a journalist recently wrote about trends in decentralized finance (DeFi), they may now be writing a follow-up piece. The opportunity to provide journalists with timely, relevant information related to an active topic is increased by pitching them while that topic is still being covered.
Some of the best times to pitch journalists include:
- Within two days of the publication of a similar article by the journalist.
- From Monday morning through midday Wednesday when there is a weekly cycle of journalism.
- Avoiding Friday afternoon and weekends since this is a time sensitive part of the journalism process.
- Between two and three weeks prior to major events that journalists may "sneak peak" at.
- When journalism is relatively quiet, as it typically is during the off-season, competition for stories will be less intense.
Managing PR Campaigns in a Structured Way
Planning public relations is important because it does not have to be random. If you treat every announcement individually without creating momentum with other announcements, you will miss many opportunities to make an impression over time.
Coordinated announcements of new products, company updates, and follow-up announcements
Plan your most significant announcements for the next three to six months and determine whether you want to pitch those to the press or simply post them socially. Do not send too many pitches to a journalist in one week. Create follow-up angles that can expand upon the previous coverage.
The steps to create a public relations calendar:
1. Make a list of your upcoming product releases, partnerships, and milestones.
2. Determine the top three to five that are newsworthy enough to announce.
3. Create a gap of at least three to four weeks between the announcement of the two most newsworthy events.
4. Create a number of smaller, less-newsworthy announcements or data releases to fill the space between the larger announcements.
5. Plan follow-up angles for six weeks after the largest launch.
6. Leave space for reactive pitches for breaking news in the industry.
Avoiding one-off announcements
Temporary spikes in attention can occur when you make an announcement but consistent public relations activity helps establish your brand as credible and trustworthy in the long run. Take into consideration how each announcement fits into your overall narrative. Each piece of coverage you get should provide a way to bring in new angles and data points that continue to tell the bigger picture of your company's story.
Why Structured PR Builds Long-Term Demand
Public Relations (PR) isn't a quick way to get traffic to your site. PR helps build Credibility and Trust that add up over time. Consistency on Media shows that your Project is Serious and Worth Your Time.
PR as Credibility, Not Traffic
Media Coverage may or may not drive an immediate number of users signing up for your service or purchasing tokens. Media Coverage can help establish credibility with Investors, Partners, and Enterprise Clients who are researching Projects before they engage.
Being quoted in reputable outlets will position your team as experts and trustworthy. Credibility established through media coverage will influence decisions weeks or months after the article is published.
Media Coverage as Long-Term Brand Equity
Every piece of media coverage becomes a permanent reference point. Future journalists see that you have been mentioned in the past and it gives them confidence in covering you. Investors and partners google your project and find third-party validation. Over time, consistent media coverage establishes brand equity that makes every future announcement easier to promote.
Real Use Cases
A true example of successful Web3 PR is Chainlink. Since the beginning of the project, Chainlink has regularly received press coverage through its consistent position that it is a part of larger conversations on the adoption of Blockchain technology, development of DeFi infrastructure, and real world applications; rather than simply announcing new or updated products.
They accomplish this in several ways:
- They frame their announcements to fit current market trends such as the growth of DeFi and the growing institutional adoption of cryptocurrency.
- They provide journalists with easy to understand and relevant explanations for Chainlink's role in the ecosystem, and provide them with direct quotes from Chainlink experts.
- They tie their updates into current stories that are being covered in the mainstream news cycle.
Chainlink benefits from this approach as follows:
Consistent and regular coverage of Chainlink in top Crypto and Mainstream Tech Media outlets.
Strong Credibility as an Industry Reference Point.
Long-term Brand Awareness with an Audience that goes well beyond just the native Crypto Community.
How TokenMinds Helps with Crypto PR and Media Coverage
TokenMinds provides Web3 project companies with an organized way to develop and launch a long term public relations and media outreach campaign that will help generate demand for their brand and increase its brand awareness.
What Token Minds does:
Develop PR narrative and angle for each project, that is newsworthy
Find appropriate Web3 or Crypto journalist(s) who are interested in writing about your project.
Create media ready documents, along with short, usable quotes.
Coordinate announcement timing and media outreach.
Track coverage and measure results of the campaign to help improve the next campaign.
TokenMinds' treatment of PR as a system rather than a series of press releases means that it delivers constant exposure for a project's web 3 presence rather than simply a flash in the pan;
Each piece of press coverage then adds to an increasing body of evidence of a project's credibility to users, partners and potential investors. This results in sustained brand recognition which will support long term development and demand for a project.
Conclusion
By using the correct processes, you can get PR and media coverage for Web3 projects. In order to do this, you need to understand how journalists work, have clearly defined narratives for your project, find the right journalist or publication to contact, and pitch at the right time.
The majority of projects are unsuccessful in their PR efforts because they approach PR as "random" outreach versus using a structured methodology. Create a focused media list, create clear messaging, and keep track of what works and what doesn't over time. Consistent PR efforts will build credibility and visibility which will ultimately lead to long term demand.
Schedule free complimentary consultation with TokenMinds. We help Web3 projects plan and execute structured PR and media outreach campaigns. We work with blockchain teams to define narratives, build media relationships, and manage campaigns that generate coverage in relevant outlets. Our approach focuses on research, clarity, and consistency rather than volume.
FAQ
How does social media alone fail to create a true demand for Web3 projects?
Social media mainly provides access to an audience that already knows about your project and does not provide credibility to potential investors, partners or enterprises. Media recognition by a third party (i.e., mainstream media) is generally required in order to expand awareness of your project beyond your current audience.
What are the criteria journalists use to evaluate Web3 project news?
Journalists will often focus on stories that relate to broader trends in industries, user experiences, regulations and markets. In addition, a product update may be considered newsworthy if it explains why the change has significance to the reader; i.e., as opposed to simply describing what was changed.
What role does a founder's narrative play in successful PR for Web3 projects?
The founder’s narrative helps to provide emotional context to the complex Web3 technology innovations, enabling journalists and readers to connect with the human aspects of the innovation and differentiate your project from other projects using similar technologies and providing memorable and quote-worthy content.
How do Web3 teams determine which journalists to target?
Effectively targeted PR means targeting journalists who have covered topics that are most directly related to your project. By researching recent articles, beats and preferred angles, you can assure that your pitch will appear relevant rather than generic or intrusive.
What is the most common error made by Web3 projects when pitching media?
Soliciting media attention by sending generic press releases that are too lengthy typically results in the instant dismissal of your request. The preferred method of solicitation is through the issuance of a short, personalized pitch that clearly articulates the relevance of your project to the journalist’s audience and aligns with the journalist’s ongoing coverage theme.
How does a consistent approach to PR create long term demand for a Web3 project's brand?
Consistent PR generates ongoing credibility for a Web3 project. Each successive article, each subsequent interview and each subsequent mention increases the credibility of the project and the associated brand. As such, each successive announcement regarding the project will be increasingly easier to amplify and believe in.
