Hype

I tell every single new client that PR is incremental, and that they (typically) won’t see wild results straightaway. Crypto moves so fast and everyone wants to become famous overnight. But crypto journalism is still journalism. You need a story and you need proof. Campaigns don’t go viral on Day 1. And a journalist won’t care about you purely because you’ve existed for a week. Everything compounds over time. If you haven’t been covered anywhere, you need to realise that you have to build “from the ground up”. We’re first looking at lower-tier media, various commentary mentions, then building broader stories, etc. You need to prove yourself before a journalist will be interested. The founders who win in the long term are the ones who showed up consistently for months. We move incrementally and compound until everyone knows who you are. Patience is an important strategy in PR. And crypto needs to learn to practise this virtue.

Who is writing about this? Our target. I haven't read any tweet yet commenting on the journalist who wrote this piece. And I think is relevant so I will do. From what I can see, Clara Molot is an excellent journalist & reporter in her early 30s who covered crypto previously. NONE of her articles shows crypto in a positive way. Her prev writings about crypto were: - Crash/downturn coverage: reporting on market collapses and their human toll (her Vanity Fair piece on traders in distress) - Straight coverage of events like the Discord crypto backlash - Critical/investigative framing about crypto world with a scrutinizing eye The article is not representing us for sure, but probably gives us a signal: why a well educated 30 yo woman sees our world in this way? We need to keep working to change this perception.

this client pulled 1.6M views last month on TikTok + IG UGC, even though we were no longer working with them the best content strategy keeps paying off long after the publishing week 👏