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The crypto space is constantly flooded with similar updates — new pools, wallet upgrades, protocol integrations. This kind of information gets lost quickly in the noise. What truly captures attention are stories that resonate with broader industry trends. For example, when a project launches a fee optimization feature during peak network congestion — it’s no longer just a feature update, but a contextual story that taps into the wider DeFi accessibility debate.

In crypto, PR isn’t just about mentions — it’s a tool for building trust and explaining complexity. I spoke with journalists from CoinTelegraph, Decrypt, CryptoSlate, and other top media outlets to gather insights: what actually works, how to communicate effectively, and which practices should be left behind.

Why PR Matters in Crypto

PR plays a unique role in the crypto industry: it’s not just about delivering messages — it helps translate a new paradigm. It makes projects look legitimate, builds trust with communities, regulators, and journalists. In an industry where trust is a currency, PR is the foundation of communication.

Reactive vs. Proactive PR: What Works Best?

Crypto PR professionals often ask: what works better — responding to trending news cycles with quotes and context (reactive PR), or launching original campaigns, research, or stories ahead of the curve (proactive PR)? Which strategy better represents the brand?

From my research, the answer is: both strategies can be effective. But the key is relevance. Editors and journalists agreed that a quick reaction only works if the comment adds genuine value. Proactive campaigns — through research, unique viewpoints, or access to founders — gain more attention, build trust, and help newsrooms create deeper narratives.

As Gino Matos (CryptoSlate) pointed out: “Reactive PR depends on who is talking. I wouldn’t write an article about the FOMC meeting this week if the CEO of a smaller protocol gave his insights on what could happen next. However, I would definitely write a story that fits the insights from people at big firms and research houses.”

Also, while brand mentions increase visibility, they don’t always contribute to SEO — especially if the mention isn’t indexed. So investing time in quotes makes sense, but only when they’re relevant and newsworthy.

What Journalists Actually Want

Journalists are often overwhelmed by generic spam. “Sending 100 press releases to 1000 journalists is pointless,” one editor told me. What they want are personalized pitches, tailored to their specific interests.

As a PR professional, I understand why general mailers exist — and I use them too. But for journalists whose interests I know well, I always approach more personally. Generic mailers can be helpful for introductions, but lists should be refined, and there should be no pressure for coverage. It’s better to keep your media contacts informed and offer interview or commentary support.

At Trezor, for example, we once collaborated with Everstake and shared internal data with journalists right after launch. It sparked interest not just from the media, but from internal experts who later referenced this data in commentary.

The Content That Gets Noticed

Here’s what most journalists highlighted as valuable:

• Exclusive datasets or research reports
• Founder interviews with real insights
• Early access to internal tools or analytics

Short quotes can also be impactful — but only when timely and insightful. Many journalists noted that after building relationships, they prefer comments requested on specific topics. As Adrian Zmudzinski, writer at CoinTelegraph, said: “I personally ask for comments from experts on specific subjects — this works far better when there’s a pre-existing relationship and trust.”

Trusting New Brands Isn’t Magic

Emerging crypto projects often hit a wall: media outlets are cautious about unknown brands, fearing it may come off as paid promotion or won’t bring traffic.

To break through, show innovation, offer access to your team, and build credibility through partnerships. And most importantly — understand the journalists you pitch. Even small brands can make it if their story is strong and their approach is thoughtful.

Where to Find Journalists and How to Build Connections

For me, conferences have been a goldmine for new contacts. Events are where real conversations with active crypto reporters happen. Tools like LinkedIn, Snov.io, and Roxhill are also powerful. It’s essential to find channels that suit your workflow — whether that’s DMs or cold outreach — but always keep your communication personal.

As Adrian Zmudzinski noted: “Being on media lists works, just not as well as having a direct relationship with journalists.”

Key Takeaways: Do’s and Don’ts

Do:

• Deliver content that’s timely and relevant to a journalist’s beat
• Use proactive strategies: research, insights, unique takes
• Learn journalists’ interests and adapt accordingly
• Build trust and long-term relationships
• Share internal data, stats, and case studies
• Offer more than PR: explain why your story matters

Don’t:

• Don’t blast the same release to everyone
• Don’t demand coverage
• Don’t forget to update and clean your media lists
• Don’t pitch non-experts as thought leaders
• Don’t become another to-do item journalists dread

Crypto PR is a long game. The best results come from those who understand journalists, know the context, and create mutual value. Spamming hurts more than it helps.

Be a source, not just a promoter. Offer material journalists want to use, and be ready to support rather than ask. That’s how PR in Web3 evolves — not just as a channel, but as a true contributor to the industry’s growth.

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