6 blockchain PR tips for your startup’s launch

Blockchain startup’s are yet to become a widely adopted. That’s one of the exciting things about it, but it also means that many people aren’t familiar with the technology or how it works. That’s why it’s especially important for blockchain startups to promote their launches in order to raise awareness about their offerings, educate investors and consumers about the benefits of their technology, and increase the project’s credibility in the eyes of the public and the market. But how to do it? Here are six blockchain PR tips on how a startup can publicize its launch. 

PR Tip #1: Create a clear and concise value proposition

The blockchain space is crowded with new companies jostling for the attention of consumers and investors. To stand out, a new company doesn’t need to be the flashiest or the most assertive. The company with the clearest value proposition will be one that stands out. A clear value proposition is especially important in blockchain because of the close-knit nature of the online community that surrounds the industry. If a new company can explain what it does in a way that’s inviting to laypeople and satisfying for experts, it will be on its way to connecting with both upon launch. For example, IOTA is a sustainable blockchain. While it still gets into the complexity of its tech and how it’s a sustainable blockchain, it also shares the clear value it offers to those building on the blockchain, and continues to drive forward this messaging with real life use cases.

PR Tip #2: Take time to craft the PR strategy

There’s a funny thing that happens when a new idea sparks in one’s head: It can feel very important to act on that idea right now before it gets away or is forgotten. A blockchain startup that’s just defined its value proposition might well feel like it’s best to start broadcasting messages immediately, but in many cases, a patient approach will yield far better results. This note is important because blockchain moves so quickly that it can feel like the companies moving the fastest will win, but the speed at which blockchain moves is actually the reason that it’s critical to take time on the launch. Think of it this way—if a group of people were standing in front of a fast-moving river, who do you think would navigate the current best, the people who grabbed what was available and jumped into the water right away or the people who hung back and built rafts? 

Similarly, a blockchain startup launch shouldn’t happen overnight. Preparing press materials, from a clear press release to a video and images, takes time to do well. Creating a list of target publications and individual journalists whose interests dovetail with the company’s own is also a process that rewards patience and diligence. When pitching, it’s crucial to provide journalists ample time before the announcement date to look over the materials, ask any questions, connect with their team, and set up an interview, if needed. There’s only ever one chance to make a first impression, and a considered approach is a startup’s best chance of making a good one.

PR Tip #3: Embrace visual media that represents the blockchain startup

Visual media is an extremely effective way of conveying information about a new company while also establishing the company’s tone and branding. Visuals are particularly useful because they allow the company not just to entertain but to explain. Again, there’s a reason that popular sites like CoinDesk feature a “Learn” section in their navigation menu: many people are still learning about blockchain, and specific applications within it are going to need further explanation. More often than not, publications will take advantage of the media assets that startups provide in their press materials, such as explainer videos or simple graphics to illustrate concepts and include them in their coverage. The easier it is for an audience to understand a service, the more likely they are to trust (and try) it. 

Part of visual media’s efficacy is the subliminal messages that the viewers receive from the images. For instance, in a video things like the lighting, color scheme, and audio quality all influence how a video impacts a person. (Think of how Matrix-green footage makes you feel compared to Wes Anderson’s supersaturated warm aesthetic.) Taking these almost subconscious factors into account will help you not just craft your messaging accurately, but stand out from other companies whose visuals aren’t as defined. 

A video, around 60 seconds long, will only be one form of media to include in your press materials. There should also be headshots, logos, photos of the company's service or product in action, and more. The more types of media and different sizing options, the better.

PR Tip #4: Understand the audience

A new company most likely has some idea of who its audience is. After all, there would be no need for a blockchain solution if there weren’t people out there who needed a problem solved. A blockchain startup’s audience could be crypto enthusiasts, token investors, ecosystem projects, potential VC investors, and others that are more niche depending on the company. Is your blockchain startup into gaming, or art? This will also open doors to new audience groups. The specific characteristics of the audience  will be determined by the solution offered by the startup. Knowing who your audience is will be extremely helpful when crafting the launch story. 

PR Tip #5: Find the right media verticals 

Media verticals are extremely useful, but to find the right ones it’s important to know where to look. A blockchain startup will of course consider crypto media, but business, lifestyle, and gaming could all be equally valid choices depending on the startup’s particular offering. A Web3 gaming company like Zilliqa will want to secure coverage in gaming publications, as that is where a key audience segment would be reading. 

Identifying the right vertical is just the first step in actually making use of them. To earn coverage in a particular vertical, it’s necessary to adapt the company’s messaging to fit the niche. Business publications, for instance, prefer a more professional tone and focus on news related to the industry. When pitching different verticals, make sure to highlight the aspect of the company that would most appeal to their specific market segment. This might require some out-of-the-box thinking but in the end, the coverage is well worth it. 

PR Tip #6: Build a strong blockchain community

Blockchain is a community-driven industry, so it's important to build a strong community around a new company from the very start. One half of that equation is building a strong online presence—like a website and blog—for the audience to visit when they hear about the company. The other half is securing coverage in top tier outlets in order to boost your credibility. Many companies would also make a point to publicize any coverage they secure from their launch announcement on traditional social media channels like Facebook and Instagram, but while a blockchain startup might not want to ignore these options, it might be more worthwhile to focus social media efforts on platforms where blockchain users connect and spend their time, like Reddit and Discord.

A strong community is a powerful support system for a company. These are the people who will support, proselytize, and champion the company during the many challenges that await many startups in any industry. It would be wonderful if the best tip available was less broad than “be genuine and engaged,” but that really is one of the best pieces of advice out there.

Start off on the right foot

Promoting a blockchain startup’s launch is a critical component of the company’s success. A patient, considered approach can mean the difference between a launch falling flat and clearing the stratosphere. Remember to lead with a clear and concise message that no matter the blockchain expertise, anyone can understand. It takes time to build a successful blockchain project. Are you ready to boost your blockchain startup’s visibility? Implement these expert PR tips to elevate your launch and connect with your audience effectively. A strategic PR plan is key whether you're looking to refine your messaging, target the right media, or build a strong community.

Get started today and see how these strategies can secure the coverage you need to stand out in a crowded market. For top-tier PR results, contact SlicedBrand!