In the fast-moving world of crypto and Web3, great products often go unnoticed not because they lack value, but because they lack visibility. That’s where smart PR and crypto PR best practices come in, helping projects earn trust, attention, and long-term traction.
Done well, public relations builds trust, positions you as a thought leader, and attracts community, partners, and investors. Done poorly, it can damage credibility and cost you more than you bargained for.
Whether you’re launching a DeFi project, NFT platform, Layer 1 chain, or crypto payments app, here’s a clear guide to the do’s and don’ts of crypto PR to help you cut through the noise and stay ahead of the game.
✅ DO: Craft a Clear, Jargon-Free Message
Crypto is complex. Your message shouldn’t be.
Founders often fall into the trap of overloading their press releases or media pitches with technical language that only developers understand.
Instead:
Craft a message that speaks to your audience, whether it’s crypto investors, the general public, or financial media. Use plain English to explain what your project does, why it matters, and how it solves a real-world problem.
❌ DON’T: Overhype or Promise the Moon
Avoid phrases like “revolutionary,” “world-changing,” or “next Bitcoin” unless you can prove it.
Crypto media and investors are becoming more discerning. If your announcement sounds like vaporware, it’ll get ignored, or worse, ridiculed.
Tip: Be bold, but stay grounded. Highlight your achievements, roadmap and traction without crossing the line into hype territory.
✅ DO: Build Relationships with the Right Journalists
Not every journalist will care about your token launch but the right ones will.
Do your research. Who covers your niche? What have they written about before? Tailor your outreach so it’s relevant and personal, not spammy.
Better yet: Build relationships before you need them. Share updates, insights, or news tips that aren’t always about you. Journalists remember those who provide value.
❌ DON’T: Send a Generic Mass Email Blast
One of the fastest ways to get blacklisted by media outlets is to blast a generic pitch to 100 journalists. Crypto PR is saturated; relevance and personalization are everything.
Instead: Tailor your pitch for 5–10 outlets that matter. Mention past articles they’ve written, and explain why your news fits their beat.
✅ DO: Time Your PR Strategically
News without timing is just noise.
Coordinate your PR with major milestones: product launches, funding rounds, integrations, partnerships, or events like ETHGlobal or TOKEN2049.
Bonus: Align your release with a trending topic or market sentiment for added visibility.
❌ DON’T: Ignore Community Sentiment
Your audience isn’t just journalists – it’s your community. Launching a flashy press release while ignoring concerns in your Discord or Telegram can backfire fast.
Keep the balance: Engage with your community and the press simultaneously. PR is part of your wider comms strategy, not a standalone function.
✅ DO: Leverage Tiered Media Exposure
Not every story will make it to CoinDesk or Forbes, and that’s okay. Start with mid-tier and niche outlets where your audience already lives (e.g. Decrypt, The Block, or industry newsletters) and build up from there.
Use PR to grow momentum over time, not just for big “splash” moments.
❌ DON’T: Forget to Track and Measure Impact
You can’t improve what you don’t measure.
Track impressions, backlinks, social shares, traffic spikes, and sentiment. Look beyond vanity metrics and focus on what actually moved the needle whether it was more signups, community growth, or investor interest.
Final Thoughts: PR That Builds Trust and Traction
In the crypto world, attention is currency. But attention alone doesn’t build sustainable success — credibility does. By following crypto PR best practices and avoiding common pitfalls, you’ll be far better positioned to win headlines and long-term trust.
Need help turning your story into real exposure? PR Plug offers strategic, affordable packages tailored to crypto, Web3, Fintech and AI startups. No bloated retainers. Just clear messaging, media results and traction that sticks.
