5 strategies to jump-start PR for Web3 startups

Right now there are plenty of Web3 startups trying to make a name for themselves in tech media. The end of last year saw big changes in the world’s estimation of the promise of Web3 (also known as Web 3.0), the blockchain-based next version of the internet that’s still in its early stages.

Interest in Web3 has taken a backseat in the years between Ethereum co-founder Gavin Wood’s invention of the term in 2014 and its sudden popularity in recent months

For tech startups trying to get established in this decentralized ecosystem, putting together a solid PR strategy should be at the top of their to-do list. At such an important moment, here are five tips for Web3 startups to get their PR started off on the right foot.

Craft key messages that resonate

Your key messages — in other words, your company’s modus operandi — encapsulate and represent everything you do. These messages will form the heart of your PR strategy, clarifying your goals and your vision for the company’s place in the industry. Be intentional with your phrasing and be sure to highlight the qualities that make your Web3 company unique.

If your startup already has a couple years of experience under its belt, it’s worth taking a look at your messages to see if they need a refresh. Spotlights on the tech space are notoriously fast-moving, as is the pace of development in the industry at large, and you’ll do well to create messages that speak to the needs of the day. Priorities on your end can also change; you have the best chance of staying competitive if your key messages are clear, but also reflect a spirit of adaptability.

Become known as a thought leader by contributing guest posts

Web3 spaces, like the Web2 spaces that are so integral to our present work environment, rely on experts sharing their knowledge through content creation. One effective way to situate your company at the front of the pack is to have your founders or members of your executive team known as thought leaders. One way to achieve this is by contributing guest posts to respected tech publications and sites in your industry niche.

By writing about topics within your areas of expertise, contributing thoughts on hot topics and pressing matters, and drawing on hard-earned experience, you can enhance the reputation of your Web3 startup.

With guest posts, you’ll make a name for your company and build a positive association with the Web3 topics you know a lot about — from cybersecurity to digital-asset management, from fintech to the blockchain, and everything in between. You’ll also be making a difference for the better in the industry by sharing what you’ve learned. And not only will you better position your company, but journalists will begin to recognize you as a credible resource when they are seeking industry experts to interview for their articles.

Research (and reach out to) noted podcasts in your field

Podcasting has exploded in the past five years as a means of attaining exposure, raising awareness, and gaining clout. No doubt you already have a roster of favorite podcasts — and no doubt at least one of them is an interview-style show with a lineup of game-changing guests who hail from a number of industries.

With tech being the original podcast topic, its subgenres are almost innumerable, and more than a fair share now follow the latest in Web3, cryptocurrency, and blockchain technologies. If you haven’t already, do some research into podcasts on which you’d like to be featured as a guest.

Once you’ve compiled your contenders, pop on your headphones and listen! The more you hear, the better an impression you’ll get of each podcast’s conversation style, focus, and audience, and the better an idea you’ll have of how to speak on your desired subjects in each setting.

Finally, research how best to approach the hosts with your interest in being a guest. If they see that you understand what they’re about, chances are they’ll be more interested in having a conversation with you.

Identify events to attend and speak at

Events in the physical space are another invaluable avenue for exposure and brand recognition. Presenting on your chosen subject at a big-name conference or convention is a great counterpart to speaking on a podcast and can further build you as a thought leader to better position your Web3 startups. On top of that, these are prime networking opportunities where you can connect and trade ideas with other industry leaders.

All of your thought leadership successes come into play during consideration for speaking gigs: you’re more likely to be selected if you have a history of contributing guest posts, appearing on podcasts, and providing commentary in industry articles. (Make sure your team keeps their bios updated!) Speaking at events is a logical next step, which requires building a foundation using the tactics mentioned above.

Cultivate relationships with reporters to become a go-to source for Web3 industry insights

Aside from events, you’ll want to be engaging with — and forging long-standing relationships with — journalists. Do your due diligence here as well: research reporters involved in Web3, follow them on Twitter and their other social channels, and interact with them. Conversing in these spaces is an organic way to impart your industry knowledge while learning about what topics these journalists cover, their areas of interest, and their approaches to writing.

This is not about seeing immediate returns, but building true connections. Business relationships are more personal than ever with the ubiquity of social media, and these, like any other relationships, take nurturing.

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The strategies we’ve discussed can seem daunting or overwhelming when taken all together. A well-connected tech PR agency can work with your team every step of the way to get your Web3 startup covered, handle your relationships with the press, and share the best of your work with the world. Ultimately, though, it’s all about your dedication to establishing yourself in the Web3 space and the knowledge and experience you want your company to present. It’s difficult — but it can be done!