PR Tips for blockchain startups

In the fast-paced world of blockchain technology, startups face unique challenges when it comes to gaining media attention and building trust with their audience. Effective PR strategies for blockchain startups are crucial for establishing credibility and standing out in an increasingly crowded market. In this blog, we share PR tips that will help your blockchain startup gain traction, secure media coverage, and communicate complex technology to a broader audience.

Understanding your audience

There are two distinct audience groups for any budding blockchain startup. The first is those who already understand blockchain. This group usually is already involved with blockchain in some manner. Either they are invested or lurk in crypto and blockchain subreddits or sites like Coindesk. Regardless, these users know the score. They are blockchain-educated and are looking for technical explanations and details in any blockchain communication. They stay informed and are buried in the minutia of blockchain technology. 

The second audience group is the inverse. This is the group that doesn't necessarily understand blockchain technology. They know it exists, they know why it exists (mostly) but are yet to really get into the details. Your PR strategy should target both groups, splitting materials into the deeply detailed and the basic applications. This makes it more accessible to the second group, who may eventually become power users.

Break down the blockchain for simple pitching

Journalists, unless they write in blockchain-specific publications, fall somewhere between those two audience segments. In your PR strategy, when dealing with the media, you must remember to avoid complex terminology and create simple, accessible pitches and messaging. Pepper your pitches with case studies and user stories, as well as real-world applications, which go a long way to helping journalists understand your blockchain project. 

Once you know what publications you'll be pitching to (don't forget to target blockchain publications with the most complex stuff), you can work on targeting specific writers. Scanning their recent works and library of articles can generally lead you to their specific area of expertise. That said, it's fairly easy to discern writers who are inundated and interested in blockchain technology. At this point, with the number of blockchain projects in existence, it'll be clear who covers what. 

If you are targeting a specific publication in your PR outreach that doesn't traditionally or specifically cover a lot of blockchain but would be a good outlet for your startup's news, look for journalists who write about the industry affected by your blockchain startup. For instance, target automotive journalists if you are working on a blockchain project that makes it easier for users to control their smart cars. 

Regardless of whom or how you are pitching, your PR strategy should be centered on establishing yourself from the crowd. You will need to convince writers as to why your story should generate interest, what your company is doing differently and how your technology will be different from the rest. Blockchain writers might know the deal, but the rest of them will need to see the forest through the trees.

Your brand story is not a crypto story

Nothing will work for your blockchain startup if you don't have a compelling brand story. Sure, you might think your brand story is to the moon and back, but is it? Consider the implications of your blockchain technology, who it affects, and how. Consider what brought you to develop your solution and what questions you were trying to answer. All these things will help you communicate a clear and effective message to the media, not only justifying your existence but creating a brand story that resonates with journalists. 

During the crafting of your story, it's important to remember that while cryptocurrencies are built with blockchain technology unless you are building a cryptocurrency, you are not a crypto company. This is an important distinction that still has to be made when dealing with the media, especially those in the first audience bracket. Be clear about the fact that your startup is building a technology, not a coin, and be prepared to follow up with corrections when any reference to crypto is made.

Rely on your experts to expand

Just as important as getting your startup's name out there, getting your founding team members established as subject matter experts is just as important. Blockchain is always a hot topic, and is always looking for experts in the field to speak about it in order to inform the public. It is crucial for founders of blockchain startups to make their name known to the public by writing opinion pieces related to their industry. 

One of the benefits of working thought leadership materials into your PR strategy is to expand the credibility of blockchain founders in the eyes of the public. So much has changed just in the last three to five years that it has become integral to the process to show the public that your company is legitimate and can be trusted. Blockchain, for all its benefits, still lends itself to bad actors and con artists. 

Speaking opportunities are another form of thought leadership that your PR strategy can take advantage of for your blockchain startup. There are tons of industry-specific conferences that are ripe for speaking opportunities. It's even easier to get included and speak at conferences these days, thanks to us quickly pivoting to a total online presence. 

These are the basic building blocks to creating momentum for your blockchain startup. The PR strategies within are very similar to those for any other startup, the only differences being the weight of the technical material and knowing the differences between your audiences. Regardless, getting a good handle on these PR strategies will keep you on the path to a successful implementation and beyond.  

Ready to take your blockchain startup to the next level with expert PR strategies? Contact us today to create a tailored PR plan that builds credibility, drives media attention, and amplifies your brand's voice in the blockchain space