As the crypto market evolves, communication challenges grow sharper. In 2022, the industry was still recovering from the collapse of Terra and FTX, the market sank into a bear cycle, and companies’ main task was survival and preserving community trust. By 2025, the reality has shifted: Bitcoin is once again in the spotlight of global investors, the market is alive, but regulations in the U.S. and Europe have tightened, and both journalists and readers approach any statements with far greater scrutiny.

This new dynamic sets new rules for PR. If once a loud announcement could land coverage, it was never enough to build reputation. Crypto PR has always been a long-term game — and by 2025, it demands not only transparency and genuine partnerships with journalists, but also an even stronger focus on building trust.

The crypto industry has always been saturated with news: new projects, listings, tokens, partnerships. But quick releases without depth rarely bring lasting results. At best — a few minutes of hype on social media, at worst — indifference from both journalists and readers.

A vivid example of such “one-day hype” was the memecoin $HAWK (Hawk Tuah Girl). In 2024, it skyrocketed to $490M market cap driven by social media buzz and headlines. But it quickly collapsed, as there was no real value or strategy behind it. This shows: in crypto, hype is easy, but it doesn’t build trust or longevity.

PR in crypto is always a long game. Real media relationships don’t form after a single press release. They grow from consistency, mutual interest, and providing journalists with more than just a text to publish.

That means:

• understanding what matters to a specific outlet or reporter;
• valuing exclusivity — because unique data, research, or commentary are worth far more than templated news;
• focusing not only on “getting coverage” but on positioning the brand as a reliable source of information.

Many PR campaigns in crypto remain invisible because they are short-term. Meanwhile, brands that share research, market analysis, and comment on trends even when not directly related to their product, gradually become recognized as “trusted experts” in journalists’ eyes.

The biggest challenge for crypto is trust. Numerous exchange hacks and scam projects have cost the industry billions: in 2022 alone, $3.8B was stolen; in 2023 — another $1.7B. In 2024, losses rose to $2.2B, and by mid-2025, over $2.17B had already been stolen — more than the entire previous year. Experts forecast that by the end of 2025, the figure may reach a record $4B. Every such case erodes trust across the whole ecosystem.

This is where PR goes beyond “marketing tasks.” It’s about honesty, transparency, and readiness for tough conversations. In crisis communications, speed and openness are everything:

• better to issue a short statement immediately than spend days crafting a “perfect” response;
• journalists value brands willing to address even uncomfortable questions;
• admitting the problem often proves more effective than trying to hide it.

There are several cases where open communication helped preserve reputation:

• Bybit, after a major hack in February 2025 worth around $1.4B, immediately reassured customers that their holdings were safe and pledged to refund those affected. The company publicly called on “the brightest minds in cybersecurity and crypto analytics” to help recover the stolen funds and offered a 10% bounty on any recovered amount — which could reach up to $140M if fully retrieved.
• CoinDCX (India), after a $44M breach in August 2025, quickly assured users that their funds were safe and resumed withdrawals within days. Transparent communication helped prevent panic and maintain community trust.

In 2025, trust is real currency. In crypto, it’s just as valuable as the price of Bitcoin.

So what really works?

1. Be a gateway to information.
   Reporters need to know: if they want an expert comment or insight, they can turn to you. That means having spokespersons ready, aligned messaging, and quick response time.
2. Share analysis and data.
   Press releases are only the basics. Real value comes from original research, numbers, and market outlooks. These often form the backbone of bigger articles and establish the company as an expert resource.
3. Be useful beyond the contract.
   In my practice, a journalist once couldn’t attend a major conference. I helped him get access to keynotes and shared materials. In return, he included our insights in his coverage. This wasn’t “obligatory work” — but such acts build trust and long-term goodwill.
4. Exclusivity and attention matter.
   Journalists value being given something first: a dataset, a quote, an interview. It doesn’t mean spamming them with updates — it means recognizing timing and ensuring they have what they need to publish strong stories.
5. Think of partnership, not transaction.
   This is a two-way street: journalists get strong content, while you gain reputation and trust. Successful PR in 2025 isn’t “pay and forget” but systematic communication that accounts for both sides’ interests.

Crypto PR has never been just a tool for promotion. In 2025, this is clearer than ever: it’s a bridge between brands, media, and communities that helps the industry withstand both booms and crises.

The true value of a PR professional today is not in the number of placements, but in becoming a trusted partner for journalists — enabling them to tell better stories, while shaping a more honest and mature market.

And ultimately, we are all part of one big crypto community. That’s why it’s not just about working “for yourself” — but about helping each other, sharing insights, and building trust together. This collaboration and support will define the future of the industry.

Maryna Iliukhina is a PR Manager at Trezor with over 7 years of experience in communications. She works on shaping the company’s PR strategy, building media partnerships, and running effective PR campaigns.

Maryna develops interviews, press releases, and expert content, while also coordinating the press center. She also focuses on advancing Trezor Academy, promoting educational initiatives in cryptocurrency and secure self-custody.

Linkedin: https://www.linkedin.com/in/maryna-iliukhina-a21252198/
Mail (maryna.iliukhina@satoshilabs.com)
Telegram – @Maryna0010

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