The Full Guide to Strategic Fundraising with KOLs in the Crypto Space

Public Relations (PR) Guide for Crypto & Web3 Projects

4 min read
Aug 22, 2022

If you're looking to take your crypto project to the next level, you need to start thinking about how to use public relations to your advantage. PR can help you reach a wider audience, build brand recognition, and ultimately help you achieve your goals.

Here are a few tips on how you can use PR to skyrocket awareness about your crypto project:

What is PR, and how can it benefit your project?

PR, or public relations, is vital for any business or organization. It can help you build relationships with key stakeholders, communicate your messages clearly, and generate positive media coverage. PR can be used for a cryptocurrency project to build trust and credibility, generate interest and excitement, and attract investors. By working with an experienced PR firm or consultant, you can develop a strategic PR plan to help grow your project and promote positive signs to your community and investors.

Most crypto users are used to strong shilling or quick cash grab marketing styles to attract attention. Therefore, showing the crypto-sphere that your project is committed to educating the masses, through long-form content, about your project is a major green flag for any investor.

The do's and don'ts of cryptocurrency PR

There is no one-size-fits-all answer to how to use PR to benefit your cryptocurrency project. However, there are some dos and don'ts that you should keep in mind.


  • Think about what you want to achieve with your PR strategy and plan accordingly.
  • Be genuine and transparent in your communication.
  • Engage with the crypto community and build relationships.
  • Monitor your PR activity and track your results.


  • Spam people with your marketing materials.
  • Make false or misleading statements in your content.
  • Ignore the community or act like you're above them.
  • Forget to measure if it's working for you.

The steps to take to get started with PR for your cryptocurrency project

Getting an excellent PR plan for your cryptocurrency project can sound intimidating, but it doesn't have to! Here are some easy steps to take to get started with PR for your cryptocurrency project:

1. Define your goals. What do you want to achieve with PR?

2. Research your audience. Who are you trying to reach with your PR efforts?

3. Develop your key messages. What do you want your audience to know about your project? What are the main narratives you want to drive home?

4. Create a PR plan. What are your PR goals, strategies, and tactics?

5. Research and explore the best publications that work for your niche.

6. Implement your PR plan. Get the word out about your project!

By taking these steps, you will increase your project's awareness whilst ensuring your budget is being put to good use. There's no point spending thousands of dollars on an NFT news site when you're a serious DeFi protocol.

Create a newsworthy story

Cryptocurrency is a hot topic in the world of business and media. To benefit your cryptocurrency project, you need to create a newsworthy story that grabs readers' attention. This can be done by partnering with an influencer in the space, hosting an event or competition, or releasing new data or findings. By getting creative and thinking outside the box, you can generate media attention and interest in your project, ultimately benefiting your bottom line.

The more newsworthy your story is, the more you're likely to get free PR from journalists, publications or influencers looking to capitalize on the hottest stories.

Find the right media outlets.

Finding the right media outlets is essential if you're looking to use PR to benefit your cryptocurrency project. There are a lot of media outlets out there, and not all of them will be interested in your project. On top of this, not all publications are worth the price they charge! Therefore, you must find the most relevant outlets for your project and have the most influence. This should be done by:

  • Assessing the niche you're in and finding publications accordingly.
  • Planning your PR budget.

Once you've found the right outlets, you need to make sure that you're providing them with high-quality content that they can use. If you can do that, you'll be able to use PR to benefit your cryptocurrency project significantly. A relationship built on quality engaging content is likely to gain you free press releases down the line; we call this earnt media.

PR Checklist to Ensure You're Getting a Bang For Your Buck

Before pushing an article out, there are a few questions that you should ask yourself to ensure you get the best bang for your buck. There's no need to only go for media outlets that fit all of the criteria, but it's nice to have these things in mind when comparing multiple proposals:

  • Are the prices reasonable?
  • Is there a word limit on the article?
  • Are internal links allowed?
  • Are images allowed in your posts?
  • Is there any specific limitation or requirement for the article to be approved?

Even if you don't know why all the above are important or how specific criteria impact your article, the more they are ticked off the list, the better!

How to measure the success of your cryptocurrency PR campaign

Cryptocurrency projects can benefit greatly from a well-executed PR campaign. However, it can be challenging to measure the success of such a campaign. Here are a few tips on how to do so:

First, set some clear goals for your campaign. What are you hoping to achieve? More visibility? More investors? More media coverage? Once you know what you want to achieve, you can easily measure your success.

Secondly, track your progress. Keep track of the number of press mentions, the amount of coverage, and the tone of the coverage. This will give you a good idea of how your campaign is progressing. The best publications should share audience insights with you after your content is released, so be sure to ask for that!

Finally, listen to your audience. Pay attention to what people say about your project and if they interact with the published content.

Moving forward

Public Relations is an important tool for any project that wants to succeed in the crypto sphere. You just have to know how and when to use it. Doing it right can help a project raise funds, build a community, and become a leading player in the space. To claim the top spot in your niche, you should be committed to making content valuable enough to be published by top publications to prove its worth!

Awareness, engagement, and authority are everything! Now when you have all the information you need, including a step-by-step guide on creating a public relations campaign, you're ready to push your next article!

Tim Haldorsson
CEO of crypto and Web3 marketing agency Lunar Strategy, involved in the crypto scene since 2017. Provides forward-thinking Web3 marketing insight as a contributor to Cointelegraph, Rolling Stone, Daily Coin, NFT Plazas, and Finance Magnates.
Jack Haldorsson
CMO at Lunar Strategy. Been in the crypto space since 2017. Jack leverages his know-how of the blockchain ecosystems and strong KOL relationships to execute result-focused strategies that amplify brand storytelling, drive awareness and grow the project sustainably with the help of Influencer relations.
Adam Westerén
Head of Sales
Adam's passion is to create self-sustainable communities in the Web3 world. He enjoys when you create a Web3 community that can grow by itself. This is what he does in his current role as Head of sales.
William Rejström
As a Community Manager at Lunar Strategy, I'm passionate about finding new ways to connect people, add value and build strong community relationships.
Shann Holmberg
As head of growth at Lunar Strategy, I understand the significant shift away from traditional marketing strategies that Web3 projects require.
Nick Ballanutsa
Crypto Content Creator
Crypto Content Creator, Nick is creating engaging Twitter threads & posts for leading crypto & NFT companies.
Vide Haldorsson
Influencer Manager
Influencer Manager at Lunar Strategy.
Johnny Pedro
Head of Partnerships
Head of Partnerships at Lunar Strategy, creating win-win solutions for Web3 companies. You might have heard his music on Tomorrowland from his previous ventures in the music industry.
Jarrod Frankel
Head of Community
Jarrod is responsible for the teams that provide both engaging social media content and enticing and informative articles for our clients.
Tayler McCracken
Editor at Coin Bureau
Tayler McCracken is the Editor-in-Chief of the Coin Bureau, a leading publication that provides cryptocurrency education.
Vineet Nair
As a web3 storyteller, Vineet brings a wealth of experience in content, journalism, and management, with hands-on knowledge of metaverses, NFTs, AI, and finance.
Hassan Shafiq
Lunar Strategy
Lunar Strategy.
Mairead Finlay
British writer specialising in NFTs, luxury lifestyle & travel based in Portugal. Previous publications include Business Insider, LoveEXPLORING, The Guardian and My French Country Home Magazine. Previously the SEO Editor of tech & startup website TechRound.
Sandra Vukovic
Content & Marketing Specialist
Content & Marketing Specialist at Lunar Strategy.
David Kevin Jeppesen
Lunar Strategy
Raised in the spring of technology, solving problems and finding simple digital solutions is part of my nature. I’m a teachable individual who is always eager to learn and develop as a person.
Julieta Ose
Crypto Content Creator
Crypto Content Creator at Lunar Strategy.
Gino De Graaf
Google Ads Specialist
Google Ads Specialist at Lunar Strategy.
Sam Runge
Media Manager
Lunar Strategy.
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