Blockchain PR – Everything You Need to Know (2024)

Marketing in the blockchain industry isn’t easy. The technology is complex, the audience can be niche and have trust issues due to past problems in the industry, and regulations are constantly changing. Many traditional marketing tactics simply don’t work in this space.

Over the years, I’ve had the privilege to work with more than 100 clients, helping them navigate these blockchain marketing challenges, turning many into industry leaders. This guide shares the proven tactics I’ve learned to help you reach your marketing goals.

What this guide offers:

• Practical, actionable advice: Save time and money by focusing on strategies that work.
• In-depth expertise: Goes beyond basic PR to give you the specific knowledge you need for blockchain.
• Focus on your success: Designed to help you succeed, not just promote an agency.

Why trust this guide? We at GuerrillaBuzz believe in creating content that adds value. We build our reputation by helping others succeed. Whether you’re new to blockchain marketing or an experienced pro, this guide will improve your PR strategy.

What is Blockchain PR?

Blockchain PR refers to specialized public relations strategies designed to build trust, credibility, and brand awareness for blockchain-based projects. It aims to promote growth in all aspects, including usage, price, and community engagement. This field requires a deep understanding of the unique challenges of the blockchain industry, including adapting to regulations, overcoming negative perceptions, and navigating restrictions on traditional advertising channels.

Why Your Blockchain PR campaign isn’t working:

You’ve tried everything. You’ve read all the guides, you’ve hired the best PR agency, and you’re still not getting results. Why?

Many companies struggle to see the results they want from blockchain PR. Here are some common pitfalls to avoid:

1. Chasing hype instead of stable growth: I’ve helped clients achieve massive viral features on tier-one publications. While those moments are exciting, the hype often fades quickly. Lasting success comes from using those moments strategically as part of a larger marketing and SEO plan.

2. Dull content: Too many articles follow the same tired “X revolutionizing Y” format. Instead, focus on creative content that truly intrigues your target audience. Aim for pieces that spark conversation and make even your team and community proud to share them.

3. Inconsistency: Don’t disappear during market downturns. Staying visible when others retreat builds trust and positions you for growth. Consistent PR, even at a modified budget, is key.

4. Ignoring SEO: Always insist on strategic links back to your website within articles. Your PR investment should support your overall marketing and SEO efforts – don’t leave potential on the table.

Pitfall	Explanation	Pro Tips for Growth
Chasing Hype	Short-term buzz won't last.	If hype happens, use it strategically. Create follow-up content (like blog posts) that analyzes trends or offers deeper insights. Always tie back to your project's core value.
Dull Content	Boring content turns people off.	Understand what your audience truly cares about. Are they facing specific challenges? Use PR to offer solutions! Connect your content to hot topics or current events.
Inconsistency	Disappearing can hurt yourt reputation	Stay active, even on a smaller budget. Focus on community-focused PR (interviews, AMAs). Offer positive project updates to balance out negative market news.
Ignoring SEO	PR is wasted potential without SEO.	Negotiate links within articles before they're published. Target high-quality websites relevant to your project. Coordinate PR content with your existing keyword strategy.

How much does Blockchain PR Cost?

Determining blockchain PR costs can be challenging. The right budget depends on your specific goals and strategies.

Important Note: The figures below are for illustrative purposes. Most successful campaigns invest significantly more. However, this provides a baseline for your planning.

Budget Level	Typical Range	When it Makes Sense
Small	$6,000 - $10,000	Exploring the potential of PR. Plan for a minimum of 6 months to assess results.
Medium	$10,000 - $20,000	Established projects seeking growth. PR becomes a core element of your marketing mix. Adjust budget strategically around key milestones (launches, announcements).
Large	$20,000+	Aggressive awareness campaigns. This is often a temporary surge in spending, followed by a sustained investment at a lower level.

Blockchain PR cost use case example

Let’s assume you have $6,000 per month for your blockchain PR campaign. Here’s how your options change based on the budget levels we discussed:

Path 1: Aiming for the Big Names

Forbes and CoinTelegraph offer prestige, but come at a cost. At around $3,000 for a single article, you might only secure one or two placements per month. Backlinks are often restricted or removed over time.

• Pros: Instant credibility boost, potential for wider media pickup.
• Cons: Drains your budget quickly, limits SEO benefits, trust in these platforms is declining. Best used sparingly for maximum impact.

 

Path 2: Smart Targeting

Niche crypto sites (costing around $300-$700 per article) allow you to stretch your budget across multiple publications. Your content gets more attention due to lower competition and reaches a highly relevant audience.

• Pros: Cost-effective, builds strong reputation within your niche, highly engaged audience
• Cons: May lack immediate “wow” factor compared to the biggest publications.

 

Path 3: The Ideal Strategy: Balance is Key

For most projects, a hybrid approach will maximize your investment:

• High-Profile Publications: Used strategically for major announcements or milestones.
• Niche Sites: Form the backbone of your PR, providing consistent exposure and targeted reach.

Blockchain PR Challenges

The year is 2017. The ICO market is on fire. Projects raise millions with a single whitepaper and catchy slogan. It feels like anything is possible. But then, the bubble bursts.

Trust evaporates as scams like Bitconnect and CentraTech leave a bitter taste in investors’ mouths.

Giant tech companies like Google and Facebook slam the door on crypto advertising, forcing us to rethink our strategies.

These are just a few moments in the crypto market’s still-short history, but they’ve profoundly shaped the landscape for marketing and PR. As a marketing manager, CMO, CEO, or anyone with the responsibility of propelling a blockchain project forward, you know these challenges intimately.

Understanding the unique obstacles you face is crucial for crafting an effective blockchain PR strategy. Let’s break down these challenges and discuss how to overcome them:

Challenge	Explanation	How to Adapt
Market Evolution	Investors are more cautious after past scams.	Build trust through transparency, long-term vision, and highlighting how your project differs from past failures.
Advertising Restrictions	Limitations on traditional platforms have disrupted strategies.	Focus on community engagement, content marketing, and alternative advertising avenues (crypto-specific platforms, etc.).
Savvy, Privacy-Focused Audience	Crypto enthusiasts are discerning and value authenticity.	Prioritize genuine community interaction, tailor your message to their specific interests, and respect their privacy concerns.
Intense Competition	Many projects compete for a finite audience's attention.	Differentiate yourself with a truly unique value proposition and targeted messaging.
Overly Complex Messaging	Simplicity is key to explaining complex technology.	Break down concepts into easily understandable terms, using infographics, explainers, and analogies.

Defining Your Audience: The Essential Step for PR Success

Understanding your target audience isn’t just helpful for blockchain PR – it’s absolutely vital. Without knowing who you’re trying to reach, your message is lost in the noise.

Think of it like this: you wouldn’t try to sell high-performance sports cars to families looking for a minivan, right? The same goes online. Is your project for tech-savvy investors? Developers? Everyday crypto enthusiasts?

Once you define your ideal audience, you can focus your efforts where they matter most. Here are key questions to guide you:

• Demographics: What is their age range? Gender? Location?
• Interests: What other crypto projects excite them? What problems are they trying to solve with blockchain?
• Online Habits: What websites and forums do they frequent? Which social media platforms do they prefer?
• Pain Points: What challenges do they face that your project can address?

Answering these questions puts your project in front of the right people at the right time. This targeted approach has been a key factor in my success working with various projects in the blockchain space.

I personally find it useful to visualize this on a whiteboard. Then I like to share it with the client and marketing team and brainstorm about it. It helps to find new ideas and to get the entire team aligned.

The illustration below is an example I made that shows how your brainstorm around defining your target audience should look like:

Just think how useful it will be when your developers and marketers fully understand the target audience. It’s not a plus, it’s a must! By doing this, you’ll have a more organic, effective team and a much better blockchain PR and marketing campaign.

The Importance of SEO for Your Crypto and Blockchain Public Relations Campaign

What if I told you that many projects spend thousands on PR but miss out on its full potential? What if I told you that PR can not only improve your branding but directly boost your website’s growth and long-term visibility?

The key lies in combining the power of PR and SEO.

What is SEO?

SEO stands for Search Engine Optimization. It’s the practice of improving your website’s ranking in organic (non-paid) search results.

This involves:

• Providing valuable content
• Ensuring your site is technically sound (easy to navigate, fast loading, etc.)
• Following search engine best practices

How to Integrate SEO Into Your PR Campaign

Imagine a successful PR article driving tons of traffic to your website – for a day. Then, it fades. That’s where SEO saves the day!

“Give a project a $100 PPC campaign, and you feed them for a day. Teach a project SEO, and you feed them for a lifetime.” 

(Quote by me in a moment of inspiration)

Here’s how to make your PR work harder for your SEO:

• Earn Strategic Links: Every online mention is an opportunity for a backlink. Don’t just aim for the homepage!
• Diversify Your Links: Target relevant blog articles, product pages, even your white paper – anything that provides value and context.
• Natural Feel: SEO-conscious linking makes your PR campaign more natural and appealing to search engines.
• Long-Term Growth: Instead of relying on your homepage, you’ll build a website that attracts visitors from various searches. This makes you less vulnerable to market changes!

My advice to you is simple: Focus on SEO from day one. Whenever you’re writing a blog post or crafting content for a PR article, always ask yourself these questions:

• Will this content get ranked? If the answer is YES, for which search terms?
• If the answer is NO, what can I do to make it rank?
• What’s my main goal for this piece of content?
  
  

SEO isn’t only about traffic. It’s about building a strong presence. You want to be there when your target audience looks for answers, positioning your project as an authority in its niche.

I wrote a definitive guide about SEO for crypto and web3 projects that dives deeper into the topic. For more information, see our Web3 SEO Guide

SEO Checklist for Crypto and Blockchain PR Campaigns

Now that you understand the power of SEO and how to integrate it with your PR, here’s a simple checklist to guide your actions:

1. Brainstorm: Target Audience + Core Concepts

   – With your team, list the key terms your ideal audience is likely to search for.
   • Include project-specific terms and broader industry concepts.
   • Tools: Whiteboard, mind-mapping software, or simple document

2. Competitor Analysis: Identify Gaps and Opportunities

   • List your direct and indirect competitors (those targeting a similar audience).
   • Evaluate their websites and content: What keywords do they rank for? Where are they strong, and where are there potential gaps for you to fill?

3. Keyword Research: Tools and Refinement

   • Use a professional keyword research tool (Ahrefs, Semrush, etc.) to expand your initial keyword list and identify search volumes.
   • Focus on a mix: High-traffic, broad terms and niche keywords relevant to your specific project.
   • Hire a PR agency with SEO experience: A specialized agency can save you time and ensure you’re targeting the right terms.
     
     
     

     Keyword research example by Growtika

4. PR + SEO Collaboration:

   • Work with your blockchain PR agency to identify strategic keywords that could be included in article titles and throughout the content.
   • Discuss opportunities for backlinking to relevant blog posts and other website pages.
   • Map out these opportunities with the agency for maximum impact.

5. Monitor Results:

   • Use tools like Google Search Console and Google Analytics to track website traffic and keyword rankings.
   • Request regular reports from your PR agency to assess the SEO impact of your campaign.

Blockchain PR KPIs

Key Performance Indicators (KPIs) are crucial for measuring the success of any blockchain PR campaign. Setting realistic yet challenging KPIs helps you track progress and identify areas for improvement. While the optimal KPIs will vary from project to project, here’s a breakdown of common metrics:

KPI	Description	How to Measure	Importance
Publication Tier	Assesses the quality and influence of outlets featuring your project.	Create a tiered list of publications (e.g., Top-tier like Forbes, industry-specific, niche blogs).	High: Influences brand perception, reach, and SEO impact.
Number of Articles	Tracks the overall volume of media placements.	Simple count of press releases, features, contributed articles, etc.	Medium: Indicates campaign activity level, but quality matters more than quantity.
Interviews	Positions your leadership as experts and generates media coverage.	List interviews conducted, noting the publication and interviewer.	High: Establishes credibility and offers opportunities for in-depth messaging.
Conference Speaking	Establishes thought leadership by sharing insights and expertise.	Track speaking engagements, noting conference size and topic.	High: Builds authority and visibility among key audiences.
Conference Attendance	Increases brand visibility and networking opportunities within the industry.	List conferences attended, noting your level of participation (exhibitor, attendee, etc.).	Medium: Valuable for networking and staying informed, less direct impact on PR.
AMAs (Ask Me Anything)	Builds trust and credibility through direct interaction with your audience.	Track the number of AMAs held and the platforms used (Reddit, Discord, etc.).	Medium: Great for community engagement, but harder to quantify against broader goals.
Local Event Attendance	Measures community engagement and networking opportunities.	Track events attended, consider creating post-event recaps for your blog.	Medium: Important for local markets, builds relationships.

Hidden KPI Wins: The Power of PR

Let’s analyze a real-world scenario. Imagine a Tier 1 publication like Forbes features your company in an article – a $10,000 investment. At the end of the month, analytics show only 50 visitors reached your website from that article. Did the campaign fail?

If your primary KPI is immediate traffic, then perhaps. But in blockchain PR, success is rarely that simple. Consider these less tangible benefits:

• Community Trust: Sharing your Forbes feature builds credibility. Seeing your logo alongside a trusted name reassures potential partners and users.
• Homepage Power: A “Featured In” section with top-tier publications instantly tells new visitors you’re a serious project.
• Long-Term SEO: A backlink from a high-authority site like Forbes can boost your search rankings, making your content easier to find for months to come.

These factors are harder to quantify with a single number, but no less valuable! That’s why your KPIs must be realistic, with careful thought put into what truly drives your project’s growth.

The Power of PR for Community Growth

Growing a thriving crypto community takes effort. How do you stand out in a crowded market and turn passive readers into active members? Having helped numerous clients with this challenge, I’ve identified some key strategies that boost your PR’s impact on community building:

Community-Sourced Content: Don’t just quote the CEO!

Your community is a goldmine of insights and enthusiasm. Showcasing this in your PR makes your content more engaging and authentic.

Here’s how:

• Showcase community voices: Highlight insightful discussions from your Discord or Telegram. This shows authentic engagement.
• Get member quotes: Ask your PR agency to include perspectives directly from your community – it makes them feel valued and creates more interesting PR content.

Frictionless Onboarding: From Article to Community

Great PR drives interest, but your website needs to seal the deal. Make it effortless for potential members to find and connect with your community. Consider these tactics

• Prioritize visibility: Make it immediately obvious how to join your community from your website’s homepage
• Ditch the footer: Avoid burying community links at the bottom. Use top menu CTAs, eye-catching buttons, or dedicated sections.
• Track and optimize: Monitor click-throughs to your community pages to gauge the effectiveness of different placement strategies.

Engage and Incentivize: Events that Drive Growth

Contests, hackathons, and surveys offer fun ways to get people involved. Turn these events into PR opportunities that show the vibrancy of your project. Here’s how:

– Attract talent: Hackathons draw in developers and potential team members.
– Generate excitement: Competitions with exciting prizes build hype and awareness.
– Gather insights: Surveys and polls offer valuable feedback while making the community feel heard.
– Amplify with PR: Collaborate with your PR agency to turn these events into newsworthy stories that draw in new members.

Key Takeaway: PR is more than just getting featured. It’s about creating an irresistible path from press coverage to becoming a part of your vibrant community.

Blockchain Public Relations Case Studies

Take Reddit, for instance. Let’s look now at /r/cryptocurrency front page.

The 2nd top post this week is a PR article from CoinTelegraph.

The post received more than 1200 upvotes and almost 150 comments.

But what’s the impact of this post?

For some reason, it shows only two engagements on Reddit. In reality, this article received more than 1200 individual upvotes on Reddit. When a post goes viral on Reddit, it brings about a positive effect. Consequently, the article received dozens of backlinks, tweets, and shares.

Now let’s compare it to another blockchain PR article about the same announcement that wasn’t distributed on Reddit.

As you can see here, the buzz this article generated is nothing compared to the one that went viral on Reddit. When running a blockchain PR campaign, it’s crucial to maximize your reach and distribute the content on different social media.

Is Hiring a Blockchain Public Relations Firm Worth It?

Partnering with a specialized blockchain PR firm offers significant advantages for your project. Here’s why it’s a worthwhile investment:

• Niche Expertise: Blockchain PR agencies have a deep understanding of the industry landscape, key publications, and influential crypto communities.
• Targeted Reach: They leverage channels like Reddit and Steemit to connect you with your ideal audience, maximizing your campaign’s impact.
• Community Engagement: A specialized firm helps you build a strong brand reputation and cultivate a passionate, engaged community – crucial for long-term success.
• Strategic Results: From attracting investors to boosting awareness, blockchain PR firms have the experience to deliver measurable outcomes.

The Right Partner: Choose a firm with a proven track record and a demonstrated ability to support projects like yours within the blockchain space.

Paid Press Releases vs. Organic PR: Understanding the Difference

In the world of blockchain PR, you have two primary options: paid press releases and organic coverage. While paid placements offer guaranteed visibility, organic PR often carries more weight within the crypto community. Here’s why:

• Community Trust: Organic mentions in respected publications build trust and credibility, seen as an endorsement rather than an advertisement.
• SEO Value: High-quality backlinks from organic PR can boost your website’s search rankings, driving additional traffic long-term.
• Targeted Reach: A well-placed article can reach your specific target audience far more effectively than a generic paid press release.

Feature	Paid Press Release	Organic PR
Speed	Immediate publication	Can take time to secure
Control	Full control over content	Content may be subject to editorial edits
Reach	Depends on site traffic	Potential for wider reach with top-tier publications
Community Perception	Viewed as less credible	Enhances reputation and trust
SEO Impact	May offer limited SEO benefits	Can significantly improve search rankings

FAQ

Let’s take a look at some of the most common questions about blockchain PR.

How Can I Choose a Crypto PR agency? 

Choosing the right crypto PR agency is vital for navigating the complex blockchain media landscape. Here’s a breakdown of the key factors to consider when making your decision:

Factor	Considerations	Questions to Ask
Crypto Expertise	Do they deeply understand the crypto landscape, its key publications, and influential communities?	Describe your target audience. What crypto-specific channels do you use in your outreach?
Proven Success	Can they provide case studies and coverage reports demonstrating ROI?	Can you share examples of successful campaigns and the metrics you used to measure them?
Alignment	Does their style and approach match your company's goals and values?	What is your overall PR philosophy? Can you provide examples of your past work?
Workflow	How do they approach media pitching and relationship building?	Can you walk me through your typical workflow for securing media coverage?
Connections	What are their relationships like with top-tier crypto publications?	Which crypto media outlets do you have strong connections with?
Content Quality	Do they produce high-quality content with potential for conversion and strong rankings? Do they have a blog showcasing their expertise?	Can you provide samples of content created for past clients? Do you have experience optimizing for keywords and search intent?
Community Savvy	Are they familiar with key crypto communities like Reddit, Discord, etc.? Do they understand effective content distribution?	How do you tailor PR content for different platforms? Can you describe successful community engagement strategies?

How Do I Get The Most Out of My Crypto Public Relations Campaign?

Successful crypto PR goes beyond just press releases. To maximize your campaign’s impact, remember these essential strategies:

• SMART Goals: Define objectives that are specific, measurable, achievable, relevant, and time-bound.
• Track and Analyze: Monitor website traffic, backlinks, social engagement, and other KPIs you’ve identified as important.
• Choose Wisely: Partner with a blockchain PR agency that understands the crypto community, demonstrates proven results, and aligns with your project’s vision.
• SEO Integration: Ensure your PR efforts support your SEO goals with strategic backlinks and content that targets relevant keywords.
• Community Focus: Use PR to drive engagement in your Discord, Telegram, and other community channels.
• Conference Strategy: Attend relevant conferences with a plan. Research attendees and set up meetings with potential partners for maximum impact.

Is Launching a Crypto PR Campaign Worth It?

A well-executed crypto PR campaign offers significant benefits for your project. If you’re looking to accelerate growth, increase visibility, and solidify your reputation, the answer is a resounding “yes!” Here’s why:

• Lead Generation: Attract new potential investors and users.
• Buzz Building: Create excitement and anticipation around your project’s launch.
• Investor Engagement: Maintain strong relationships with existing investors and attract new ones.
• Enhanced Credibility: Boost your reputation within the crypto community and beyond.
• Strategic Partnerships: Open doors to collaborations with other influential projects.

Partnering with the Right Agency: Choosing a reputable blockchain PR firm with a proven track record is crucial to maximizing your return on investment.

What are some effective tactics for crisis management in blockchain PR?

To boost your crisis management game, consider these action items:

• Quickly acknowledge the crisis and show empathy for those affected.
• Put together a crisis response team to handle communication and decision-making.
• Keep an eye on social media and news to stay updated on developments and public opinion.
• Host an AMA (Ask Me Anything) session to address concerns and questions from the community directly.
• Use smart public relations tactics to manage your company’s reputation and messaging.
• Write thought leadership articles to showcase expertise, industry insights, and a clear vision for the future.
• Share regular updates to keep stakeholders in the loop about your progress.
• Work with external experts or advisors to strengthen your response strategy.

Instead of just admitting there’s a problem, it’s important to explain what led to the crisis, what you’re doing to fix it, and how you plan to move forward and come out stronger once it’s over.

In a nutshell, effective crisis management for crypto companies is all about transparent communication, professionalism, taking a proactive approach to problem-solving, and strategically using actionable steps to tackle the issue head-on.

What are some effective ways to engage with and build relationships with the blockchain community?

Building real connections within the blockchain community takes effort and authenticity. Here are key strategies:

• Be Present Where They Are: Actively participate in relevant forums (like Reddit) and industry events, both online and in-person.
• Provide Value First: Offer insights, answer questions, and share your expertise before expecting anything in return.
• Focus on Collaboration: Brainstorm ideas, contribute to projects, and demonstrate a genuine desire to help others succeed.
• Meetups Matter: Organize or attend local meetups to build face-to-face relationships within the broader crypto community.

Remember: Genuine engagement is about building trust and contributing to the community’s growth. Focus on adding value, and the relationships will follow.

How can I use influencer marketing to build buzz and generate interest in my blockchain project or business?

Influencer marketing in the crypto space requires careful planning for maximum impact. Here’s how to break through the noise and create genuine buzz:

• Prioritize Quality: Before approaching influencers, ensure your project has a strong foundation – a clear use case, transparent team, and well-designed website.
• Content is King: The content you promote with influencers must be compelling and offer value to their audience. Think unique insights, exclusive offers, or exciting demos.
• Strategic Timing: Coordinate your influencer campaign with other PR efforts (press releases, community events) for a multi-pronged launch.
• Diversify Your Approach: Don’t rely on a single influencer. Partner with a mix of micro and macro influencers in your niche, and target relevant subreddits and forums.

Conclusion

The dynamic landscape of blockchain PR demands a specialized approach. By applying the insights from this guide, you’ll significantly increase your campaign’s impact. Remember these critical takeaways:

• Target with Precision: Understanding your ideal audience is the foundation for impactful messaging.
• Prioritize SEO: Strategic PR supports long-term visibility and growth through targeted content and backlinks
• Nurture Your Community: Build trust by showcasing member voices, simplifying engagement, and driving participation through events.
• Choose the Right Partner: Expertise matters. Select a blockchain PR agency with a proven track record and a deep understanding of the industry.
• Build for the Long-Term: Focus on consistent, value-driven PR efforts to establish credibility and lasting success.
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