PR for crypto and web3
Crypto PR: getting blockchain projects credible coverage
Crypto PR fights a credibility problem before it can fight for attention. Serious crypto and fintech reporters ignore token hype and focus on products people use, regulation, security and money moving on-chain. Projects that offer verifiable data, named founders and plain-English explanations earn the coverage that paid placements cannot buy.
Story angles that work for crypto and web3
Journalists do not cover companies, they cover stories. These are the angles that most often earn crypto and web3 coverage:
- On-chain usage data that shows real adoption
- Regulatory milestones such as licences, approvals and compliance firsts
- Security audits, incident post-mortems and transparency reports
- Partnerships with established financial or consumer brands
How to run crypto and web3 PR yourself
- Pick one story. Choose the strongest angle above and write it in one sentence. If you cannot, the story is not ready.
- Build a short list. Find the 20 to 50 reporters who have covered crypto and web3 recently. A short list that fits beats a long list that does not.
- Write a personal pitch. Three short paragraphs: the news, why it matters to their readers, and what you can offer such as data, interviews or images.
- Follow up once. Three to five working days later, add something new rather than "just checking in".
- Track what lands. Note who replied and what they wrote about, so your next pitch is warmer.
What reporters on this beat want
- Lead with what changed for users, not the feature list. Tech reporters see hundreds of launches a week.
- Offer data the reporter cannot get anywhere else: usage numbers, a survey, or benchmark results.
- Lead with the figure: revenue, deal size, growth or headcount.
- Offer the CEO or CFO for an interview. Business desks rarely quote PR staff.
Mistakes to avoid
- Leading with token price or "to the moon" language.
- Paying for sponsored posts and calling them coverage. Readers and regulators can tell.
Who covers crypto and web3
InsightFuse lists 160 journalists, editors and producers whose role or outlet points to crypto and web3 coverage, across 25 countries. Here is where they work and what they do.
Where they work: top outlets and employers
- Coindesk
- Cointelegraph
- Undefined
- Ambcrypto
- Le Defi Media Group
- Cutter Associates
- Cryptoslate
- Bitcoinist.Com
- Actions Defined
- Wimplo
- Asia Crypto Today
- Blockchain Research Institute
| Country | Journalists |
|---|---|
| United States | 64 |
| United Kingdom | 15 |
| India | 14 |
| Canada | 7 |
| Mauritius | 5 |
| Netherlands | 4 |
| Italy | 4 |
| Brazil | 4 |
| Role | Journalists |
|---|---|
| Writers | 45 |
| Editors | 45 |
| Producers | 20 |
| Journalists | 16 |
| Reporters | 14 |
| Editors-in-chief | 13 |
Counts come from the InsightFuse database and include only people with editorial job titles. Names and contact details are available inside the app.
Browse journalists on these beats
- Technology journalists55,605 worldwide
- Technology journalists in the United States25,632 journalists
- Technology journalists in India5,558 journalists
- Technology journalists in the United Kingdom3,723 journalists
- Business journalists5,562 worldwide
- Business journalists in the United States2,151 journalists
- Business journalists in the United Kingdom542 journalists
- Business journalists in India440 journalists
Related guides
Frequently asked questions
What does a crypto PR agency do?
A crypto PR agency pitches blockchain and Web3 projects to crypto-native and mainstream financial media, manages announcements such as launches and listings, and handles crisis communication.
How do crypto projects get mainstream coverage?
Mainstream coverage follows adoption, regulation or money. Give reporters usage data, regulatory news or a partnership with a household-name company.
Get started
Find the reporters who’ll cover you — free.
Search 799,000+ journalists by beat, outlet and country, then let the PR agent write and send the pitches. No credit card.