Top 5 Tips for Crypto PR

The cryptocurrency marketplace has come a long way since Bitcoin was created back in 2009. Since then, hundreds of other types of cryptocurrencies have entered the scene. You can even say that use of cryptocurrencies has gone mainstream – even more so now that PayPal and Square have both started offering users the ability to buy and sell cryptocurrencies or even to use the currencies for transactions in online stores. Heck, even Starbucks announced that it is looking into accepting Bitcoin payments for coffee via an app.

This evolution has also meant a near-seismic shift in the way crypto companies approach their public relations outreach efforts. The topic is no longer covered solely by crypto-specific tech publications. Articles about crypto now regularly appear in top financial and business publications. When you’re planning PR for your crypto startup, there are some guidelines that will help you get your news covered and not irritate journalists along the way. Keep reading to see how to do just that.

Before pitching outlets, consider the audience

When pitching media, you first need to understand the outlet and understand who their readers are. This will allow you to frame the pitch in a way that reporters will understand why your news is relevant to their readers.

In the case of tech publications – specifically the ones who cover crypto – their audiences will already know and understand the terminology. Journalists and readers of mainstream, finance, and business publications may not understand the intricacies of cryptocurrencies, so you need to make sure to answer, “Why is this important in the real-world?”

When planning your PR, be sure to research not only the outlets, but also the reporters at those outlets. Journalists each specialize within a specific beat. Read the recent articles of the reporters to understand what they focus on. Make sure your pitch is targeted to the right journalist for the audience you want to reach.

Know the “why” behind each pitch

Be sure you understand the goal for each pitch you plan – whether you’re pitching a crypto journalist to write an article about you, a podcast host to interview you, or a guest post to appear in an outlet. Journalists, editors, and podcast hosts are busy. Just because you want to get your company’s name in the news doesn’t mean they will drop everything to accommodate you.

Consider carefully what you want your pitch to accomplish. Do you want an article written about your news? Do you want the journalist to include you as part of a larger story? Do you want to be the sole guest on a podcast or part of a panel? Developing relationships with journalists, editors, and podcast creators — and pitching them smartly — will make them more likely to remember you when they need an expert’s input.

Plan a mix of niche and mainstream outreach

Not every announcement by a crypto company will appeal to the mainstream media. Initial Coin Offerings (ICOs), trades and purchases, company earnings and projections, and other such news will likely only appeal to journalists and publications that focus on cryptocurrencies and blockchain. Announcements that get covered by more mainstream financial and business press typically involve partnership announcements, news about hacks or thefts, and reactions to proposed legislation affecting cryptocurrencies, to name some examples.

In planning your PR, your strategy should look towards any vertical that may be relevant. Think outside cryptocurrency and blockchain verticals. Consider how you might broaden your reach into retail, investing, or retirement topics. Research outlets and journalists that might already have published some pieces about new technologies. You want the crypto and blockchain media to regularly receive news from your company, but you also want to be sure to raise awareness to a broader audience – when appropriate.

Don’t forget about thought leadership

As a crypto startup, you will want to include thought leadership efforts as a part of any PR plan. Even when you’re not announcing new products or news about your company, you can still keep yourself in the public eye by writing guest posts, being interviewed on relevant industry podcasts, and speaking at industry events.

Don’t let the fact that you’re a crypto startup limit you to writing or talking about cryptocurrencies and blockchain. You can bring more attention to your company by utilizing your knowledge base for everything – from HR to UX.

Plan to participate in industry events

Speaking at conferences is also typically a part of any PR plan. In 2020, industry events went online, making it less expensive and time-consuming for companies to have their experts participate on panels or present in conference tracks based on their knowledge-base. It also boosted the number of attendees, getting speakers in front of more viewers than ever before. Of course, you’ll want to pay close attention to the best-known conferences for crypto businesses, but don’t miss out on major tech conferences that have tracks dedicated to cryptocurrency.

As the topic of cryptocurrencies continues to reach into the mainstream media, so will the opportunities to garner PR for your company. The strategies you include in your plan will be similar to other tech industries, but there are opportunities for crypto companies that can really tailor their outreach and pitch materials to different audiences for a broad reach. Thinking beyond the crypto bubble and looking outward to a variety of verticals will put you on the path to success in your outreach.

Looking for expert PR services to elevate your crypto startup? SlicedBrand is the partner you need. With longstanding industry experience, we specialize in creating tailored PR strategies that connect your brand with the right audiences—from crypto-specific outlets to mainstream media. We help you craft compelling pitches, build media relationships, and position your company as a thought leader. Don't let your message get lost—let SlicedBrand help you break through the noise and gain the recognition your startup deserves. Contact us today and watch your brand grow.