4. Customer Acquisition
PR & Media Strategy
Turn headlines into momentum.
Table Of Content
Strategic Context Core Concepts and Principles Actionable Framework: The Web3 PR Engine Final Checklist: Is Your PR Strategy Working?
Strategic Context
In crypto, attention is fragmented, trust is earned peer-to-peer, and narratives move faster than most marketing teams can react. That’s why PR isn’t just about visibility, it’s about positioning. A clear, credible media strategy turns your project into more than just a product. It turns you into a category leader.
The best crypto projects don’t just ride the news, they shape it. And they do it by mastering a layered media strategy: from owned channels to earned coverage, founder-led thought leadership to community-fueled virality.
Whether you're launching, scaling, or repositioning, this module will give you the tools to lead the conversation, not just join it.
Core Concepts and Principles
1. PR Is Narrative Strategy, Not Just Visibility
Media coverage without narrative control leads to buzz without belief. Your job is to define the story people tell about you, not hope someone else gets it right.
Anchor all messaging in a Single Overriding Narrative (SON). If people remember one thing, what should it be?
2. The Media Ladder: Owned → Earned → Paid
Each media layer serves a different function:
Owned builds trust (blog, X, newsletter).
Earned builds credibility (media features, podcasts, events).
Paid builds reach (sponsorships, influencer campaigns).
You don’t need all three at launch. Start with owned, earn credibility, and layer in paid once ROI is clear.
3. Crypto-Native PR Is Community-First
Crypto PR is a group effort. Your memes, Spaces, NFT drops, and Discord quests are PR. Your founder isn’t just a spokesperson, they’re your best KOL.
When in doubt, turn your news into a community story. Let the community be the megaphone.
4. Earned Media Is Relationship Capital
You don’t pitch crypto media. You build long-term relationships with writers, podcasters, and KOLs who shape the narrative. Trust is earned long before the pitch.
Start engaging with writers before you need them. Comment, DM, signal boost. Be helpful first, pitch second.
5. Guerrilla PR > Paid PR (Until You're Ready)
Before spending on PR firms or media buys, master organic PR. The most iconic Web3 stories—from ConstitutionDAO to Dogecoin—started as guerrilla tactics, not budgeted campaigns.
Flashy doesn’t beat scrappy. Use creativity, timing, and coordination to win early-stage attention.
Actionable Framework: The Web3 PR Engine
1. Build Your Narrative Foundation
Define your Single Overriding Narrative (e.g., “We’re building the Layer 2 for global payments.”)
Develop 3–4 Narrative Pillars
Draft your Press Kit: boilerplate, logos, founder bio, product screenshots
✓ Complete Core Narratives & Messaging module
↗ Press Release Template
2. Map Your Media Strategy
Channel Type | Best Use | Formats |
|---|---|---|
Owned | Control the narrative | Blog, newsletter, X, Discord |
Earned | Gain credibility | Media articles, podcast appearances, conference talks |
Paid | Scale reach | Sponsored content, podcast ads, influencer collabs |
✶ Tip: Start with earned media around key milestones (launches, partnerships, funding).
The 3 Waves of PR
Wave | Focus | Format |
|---|---|---|
Wave 1 | Awareness | Launch announcements, exclusives |
Wave 2 | Validation | Traction updates, integrations |
Wave 3 | Leadership | Op-eds, founder features, trend commentary |
3. Execute the Organic PR Playbook
Pick 3 Dream Outlets: Target crypto-native and tiered media (e.g., CoinDesk, The Block, Bankless)
Identify Relevant Writers: Focus on your niche (DeFi, NFTs, infra)
Engage Early: Comment, share, message—before you pitch
Pitch with Context: Reference past work, tie to their beat, make it easy to say yes
Follow Up with Value: Add new insights, data, access—not pressure
When to Hire vs. DIY
Criteria | In-House | Agency |
|---|---|---|
Deep product understanding | ✓ | ✕ |
Speed & cost efficiency | ✓ | ✓ (early stage) |
Scale, polish, Tier 1 access | ✕ (unless trained) | ✓ |
4. Layer in Guerrilla and Publicity Tactics
Tactic | Description | Outcome |
|---|---|---|
NFT Hunts | Twitter/Discord scavenger events | Engagement + community buzz |
DAO Publicity Stunt | Buy MySpace? Launch a DAO to do it. | Media headlines + virality |
Token Burn Event | Visually dramatic, on-chain | Trust signal + attention |
Meme Blitz | Timed campaign across channels | Networked narrative spread |
✶ Tip: Only use publicity stunts after your fundamentals are in place. Hype without substance will burn you.
5. Activate Thought Leadership
Get founders on podcasts, panels, and Twitter Spaces
Turn founder ideas into essays, threads, and quotable soundbites
Repurpose all speaking content into blog posts, social clips, and community prompts
Channel | Tactic | Use Case |
|---|---|---|
Tier 1 media | Exclusive stories, embargoes | Funding, partnerships |
Podcasts | Founder interviews, sponsored segments | Narrative depth, audience trust |
Op-eds | Long-form editorial pieces | Thought leadership, belief shifts |
Example: After a founder speaks at Devconnect, turn the talk into:
1 X thread
1 blog post
2 audiograms
1 DAO community discussion
Final Checklist: Is Your PR Strategy Working?
✓ Do you have a clear core message and supporting narrative pillars?
✓ Are you earning coverage that aligns with your strategic positioning?
✓ Are founders visible, quoted, and consistent across formats?
✓ Do community members amplify your story in their own words?
✓ Are you repurposing PR moments across blog, social, and email?
✓ Do media mentions correlate with spikes in traffic, token activity, or signups?
✓ Are you building real relationships with media, not just sending press releases?
