Tips to get your Web3 startup in the press

In the midst of decentralized finance gaining wider adoption and cryptocurrency becoming more common in investment portfolios, the wave of Web3 startups will only continue to grow. So how do you position your project for PR success when you’re struggling to be heard above the rest of the noise? It all starts with knowing your project, your opportunities, and what journalists are looking for. 

Be specific about your value and innovation 

The best way to break through this noise is by honing in on what makes your project unique and different in the Web3 space. To convey this to journalists and get them to write about you, you’ll need to be as specific as possible. Be explicit about the problems your project solves. As you put together your PR strategy and boilerplate for press releases, you need to craft concise key messages that highlight why your project is different from – and better than – your competitors. 

These specifics will help you avoid generic hype. Crypto adopters have matured, DeFi is now used by institutions and governments, and consumers in the Web3 space are no longer going to be drawn to lofty promises and endless airdrops.

Position your team as thought leaders within your niche

One of the best ways to break through the noise is to position your team as leaders and experts in the space. A Web3 startup should prioritize building up the reputation of a team founder or C-suite executive through thought leadership efforts, such as placing guest articles in industry publications. These guest posts can offer innovative opinions about topics related to your project or provide useful tips that demonstrate your executives’ knowledge and expertise – all of which will add credibility to your business.

Thought leadership efforts can take other forms, including podcasts and speaking engagements. When looking at podcasts to pitch, don’t restrict yourself to brands that explicitly cover Web3. For example, if your company focuses on high-end NFTs and metaverse real estate, podcasts that focus on luxury brands and retailers could be an opportunity to engage a potential customer base. When deciding whether or not to offer an interview on a podcast, make sure to calculate the benefits of the time and energy spent pursuing that opportunity. If the podcast isn’t going to reach your audience, it may not be worth it. 

Conferences and expos for Web3 are everywhere and can be a great way to get your startup in front of potential supporters and partners. Simply attending an expo isn’t going to boost your visibility, so look for speaking opportunities and submit to panels. These types of activities look great on a founder’s bio when you’re pitching him for potential interviews or other events. Again, don’t be afraid to look for speaking opportunities at events outside your industry that might appeal to your customer base.

Crafting a news angle when there is none

You have a token. You have a DAO. You have some online buzz... and so does everyone else. One of the first rules of PR is that your existence is not news, so you must find a way to make your Web3 startup newsworthy.

When you reach out to journalists, emphasize that your startup solves a problem or offers an opportunity that people need to know about. You are not marketing your project to journalists, you are inviting them to write about the fact that you have created something that will make life a little bit better for people. In other words: pitch the sizzle, not the steak. 

Another way to craft a newsworthy angle for your announcement is to take a look at your backers or advisory board. Is there a celebrity or well-known crypto influencer who is involved in the project? Are there supporters who have already cultivated a public-facing brand? These partnerships can lend both newsworthiness and credibility to a new Web3 project. If you have a team member or supporter who has a track record of success, leverage that notoriety by mentioning them as part of your outreaches to the media or in the company description that you add to the bottom of every press release.

Look for ways to reach “traditional” industry audiences

Web3 is the future of tech, and traditional publications are well aware of this fact. Look for opportunities to speak with journalists that address different parts of your project. For example, if you are focused on blockchain security, look for commentary opportunities in security across all industries. If your Web3 startup will benefit artists with an innovation involving NFTs, look for commentary opportunities within traditional art publications.

Everyone in news and journalism is looking to find a way to address the global pivot to Web3. As business, commerce, and social life embrace things like smart contracts and the metaverse, journalism will naturally lend more coverage to startups and movers within this space. Don’t be afraid to reach out to journalists and publications who have not written previously about Web3 projects. You may just have the story that they’re looking for.

Get noticed for the right reasons  

When you are specific about your startup’s goals and proactive about relationships with journalists, successful press coverage will follow. Craft a message that centers on the solutions you offer, and you’ll be well on your way to lasting relationships with publications that will benefit from your innovation and expertise.