In the first two parts of our guide, we’ve discussed planning a Web3 PR campaign and crafting engaging content.
However, with organic Web3 PR, it’s the medium that will largely define the end content. In the third part, we’ll talk in more detail about choosing relevant publication channels — and building a standing relationship with outlets, journalists, and influencers.
Organic channels for Web3 promotion
Good ol’ general media
Even in the world of Web3, traditional PR channels hold their value. News, op-eds, feature articles, and media interviews give credibility and broad exposure to your project while securing a publication with a reputable top-tier outlet (think Fortune or Business Insider) can boost its visibility and lend even more authority to your messages.
Getting techy: industry & niche-specific media
Next, aim for media popular in your niche to access a more active and tech-savvy audience. Somewhat lower exposure gets compensated by higher engagement: most early adopters, curious and hungry for tech novelties, have been following these outlets for a while.
For example, you can publish materials on top crypto-centered platforms like CoinDesk, Cointelegraph, or Decrypt to reach a highly targeted audience of blockchain enthusiasts.
As we’ve already noted, Web3 is all about engagement. To involve your audience more, focus on tech-specific channels and platforms that allow for more interactive communication.
Here are some examples:
- Decentralized social networks: Platforms like Lenz.xyz and Farcaster offer an alternative to traditional social media, allowing you to connect directly with users who value decentralization and privacy.
- Governance platforms and forums: Engage with the community on platforms like Zealy (ex-Crew3) or Galxe, where users actively discuss and participate in decentralized projects.
Tip: Don’t neglect your own socials — e.g., throw in a Twitter poll or jump on an AMA to connect with your followers.
Match channels to audience preferences
Understanding your target audience’s preferences is key to selecting the most effective channels for your PR campaign. Analyze your audience’s demographics, interests, and online habits to tailor your strategy better. For example:
- If you’re targeting cryptocurrency traders, consider engaging with them on platforms like TradingView or Telegram, where they often discuss market trends and share insights.
- For developers, engage on platforms like GitHub, Stack Overflow, or Gitter, where they collaborate on code and discuss technical challenges.
In the Web3 space, influencers play a significant role in shaping public perception. Research and identify key players in the blockchain space who have the power to amplify your message and reach your target audience. These may include:
- Web3 influencers: Figures like @zueljin, @ElenaaETH, or @CryptoStache can help promote your project to a wide audience of blockchain enthusiasts.
- Tech-focused YouTubers and podcasters: Collaborating with content creators like Web3 Academy or Blockchain Innovators can expose your project to a tech-savvy audience keen on innovation.
Tip: borrow ideas. Referring to case studies or industry reports can provide valuable insights. For example, examining how projects like Chainlink or Aave have utilized various channels to engage with their communities can help you make informed decisions for your own Web3 PR campaign.
Building Relationships with Influencers and Media
Build genuine relationships with influencers and media contacts by providing valuable insights, sharing relevant content, and engaging in meaningful conversations. Nurture these relationships over time, as they can help generate exposure and credibility for your project. Here are some strategies:
- Offer exclusive content. Provide influencers and media with exclusive news, updates, or interviews to create a sense of partnership and mutual benefit.
- Engage in two-way communication. Interact with influencers and media through social media or attend industry events to establish a rapport and demonstrate your commitment to building a relationship.
- Follow deadlines. Both media and influencers are usually on a tight schedule, and follow their content plans — so submit your materials / information on time.
- Support their work: Share their content, comment on their posts, or contribute to their discussions to show appreciation and foster a sense of community.
Leverage your relationships with influencers and media partners to create collaborative content, such as guest posts, podcast appearances, or co-branded initiatives. These collaborations can help increase your reach and authority within the Web3 community.
Here are some examples of what a successful collaboration might look like:
- Sponsored content. Work with influencers to create sponsored articles, videos, or podcasts that showcase your project’s unique features and benefits.
- AMAs (Ask Me Anything) sessions. Organize an AMA with a prominent influencer, where your team answers questions and engages directly with the community.
- Joint events or webinars. Partner with media outlets to host events, webinars, or panel discussions, providing valuable insights and showcasing your project’s expertise.
Stay tuned for the next part of our series!