You could argue that more than any other industry, the blockchain space is a graveyard filled with brilliant ideas that nobody ever heard about.
There’s no shortage of innovation, that’s for sure. But the crypto and Web3 space has become synonymous with empty hype, unfulfilled promises, and even scammers and schemers. As a result, crypto projects tend to approach marketing and PR from the completely wrong angle.
The industry has evolved. What attracted users seven years ago repels them today. Even if you have the best tech and plan to revolutionize an industry, if you cannot properly communicate your vision to the people who truly matter, your project will surely sink before it swims.
So, just what mistakes do blockchain firms make when it comes to PR? This article will dive into the main pitfalls before sharing some tips on how to actually get blockchain PR right.
Why Blockchain Startups Miss the Mark at PR
They’re Speaking Another Language (Literally)
Have you ever tried explaining your project to someone outside of the crypto bubble? For someone new to the space or those without any technical background, hearing buzzwords like “consensus mechanisms,” “distributed ledgers,” and “token economics” will only cause people to glaze over.
Tech founders often fall into this trap of assuming that everyone shares their technical understanding, but that is simply not the case. When your press release reads like a computer science dissertation, journalists (who might cover dozens of different industries) will simply move on to the next story that doesn’t require a dictionary to decipher.
They’re Shooting Arrows Without a Target
“Our target audience is everyone!” This is a mantra that far too many projects repeat.
Your revolutionary blockchain solution isn’t for everyone—and that’s okay! One of the biggest PR mistakes is failing to identify exactly who would benefit most from your solution.
Are you targeting financial institutions, supply chain managers, digital artists, or government agencies? Each audience requires different messaging, channels, and value propositions. Without this clarity, your crypto public relations efforts will be more of a spray-and-pray approach—and that’s not good news for your marketing budget.
They Lack PR Expertise (But Think They Don’t)
Sometimes, a bit of overconfidence may creep in. Founders may think that if they can build a cutting-edge Web3 application, they can handle a few press releases and connect with their audience. However, this DIY approach usually results in:
- Press releases that never get picked up
- Social media accounts with minimal engagement
- Missed opportunities with relevant media
- Reactive rather than strategic communications
The skills that lead you to become a leading developer or a visionary in crypto don’t necessarily translate to the skills needed to do blockchain PR effectively.
How to Succeed Where Others Have Failed
Now that we’ve covered the pitfalls, let’s discuss how you can overcome the odds and create PR that actually works for your blockchain project.
Translate Your Tech for Humans
You need to be able to communicate the value of your project at different levels of complexity, depending on your audience’s level of understanding. If you are publishing on GitHub, feel free to use technical jargon.
If you’re publishing on Business Insider, you’ll need to tone it down and translate these complex ideas into something most people can understand – at least on a basic level. For example:
For technical audiences: “Our layer-2 solution implements optimistic rollups to achieve 2000+ TPS while maintaining Ethereum security guarantees.”
For general business audiences: “We make blockchain transactions faster and cheaper without sacrificing security.”
For mainstream audiences: “We’re removing the technical barriers that have prevented everyday businesses from benefiting from blockchain technology.”
Become well-versed in each of these translations, and you will have a much better chance of connecting with audiences and finding success with your PR.
Bring in Expert Help
Sometimes, the best thing you can do for your project is bring in expert help. PR is both an art and a science; to do it right, you must have the right connections in place. Of course, you can do this yourself by building relationships with key journalists and publications.
But unless you have a dedicated marketing or PR team, you’re unlikely to have the bandwidth to spin all those plates well.
This is where specialized assistance comes in. When you focus on strategic crypto PR with experts who understand the space, you transform how your project is perceived. The right agency should:
- Have established relationships with both crypto-native and mainstream publications
- Understand your technology well enough to translate it for different audiences
- Help shape your narrative, not just amplify whatever messaging you’ve created
- Provide honest feedback about what will and won’t work with the media
Remember, good PR partners aren’t just order-takers—they become an extension of your team, helping you navigate the complex media landscape while you focus on building your product.
Tell Stories, Not Features
People connect with stories, not specifications, around features and technical complexities. If your goal is to connect with a broader audience with your PR, you need to share the human side of your brand story.
What problems does your project solve? Who are the people affected by those current problems? What journey did your team have to travel for you to tackle this particular problem in the first place?
The more narrative you can put into your messages, the more accurate and authentic your brand will become.
Final Word
Perhaps the biggest misconception about blockchain PR is that it’s a one-time effort rather than an ongoing process. The projects that succeed in building lasting awareness and trust view PR as a core business function, not an occasional marketing tactic.
Unlike the market itself, effective blockchain PR isn’t about sudden pumps—it’s about consistent, strategic communication that builds credibility over time. Even during bear markets or development phases with few announcements, maintaining your presence and voice in the industry keeps you relevant for your big moments.
By avoiding the common pitfalls and implementing these strategies, you’ll put your blockchain project in a position to get noticed and be genuinely understood and valued by the audiences that matter most to your success.