Crypto is all about decentralization. There isn’t one central agency or corporation that controls the narrative or calls the shots. In Web3, communities are the ones that lead the charge. However, here is the thing: even in decentralized environments like cryptocurrency, trust needs something central to anchor to. People still search for signals of credibility.
It’s easy to think that a Twitter account, Discord channel, or Telegram group would be enough to show that your project is established. After all, they’re a great way to spread news quickly and create hype. But hype doesn’t always equate to trust.
When investors, regulators, or partners look at a project, they’re usually not looking in the chatrooms and social media channels. They’re looking for trusted press coverage from reputable publications. Third-party sources discussing your company and its products or services.
This is why press coverage still holds significant weight in Web3. Even some of the smaller outlets carry authority that community talk simply can’t match. And in a world where scams and schemes are ripe, being acknowledged by the press will always be a strong signal to show that you are doing legitimate work.
Decentralization Didn’t Replace Credibility
Decentralization has altered how projects approach their growth strategies. A token can now find thousands of early followers in a Discord group and scale globally without the traditional gatekeepers you might find in the conventional business world. However, on some level, this did not eliminate the need for credibility.
Media coverage remains a key shortcut to legitimacy and trust-building. Every prospective investor wants to have confidence that their capital will be deployed responsibly, and partners want to know they’re dealing with a serious project. Regulators seek signals they can trust.
For all these stakeholders, media remains one of the easiest ways to measure risk and gauge a project’s progress.
In other words, if you have no media presence at all, it could cause alarm and concern if you’re asking people to invest in you. Lacking any third-party validated content online is a red flag for most. The question becomes: if this project delivers that much value, why has nothing been written or published about it from a reputable source?
From Hype to Authority: Why PR Still Works
Cryptocurrency projects gain visibility in one of two ways: either through hype or by slowly building authority over the long run. Hype is rapid. A memecoin can go viral with a tweet. However, what goes up must come down, and projects like this tend to disappear as quickly as they arrived.
Authority takes time, but it tends to last and builds much stronger foundations that projects can continue to grow from. For example, working with a crypto PR agency and securing media coverage in reputable outlets like CoinDesk, The Telegraph, or Decrypt means that all the right eyes are on your project.
Additionally, these longer content formats typically mean that your project is explained in greater detail, and your value is accurately conveyed to an already informed audience. Instead of chasing cheap hype and viral moments, blockchain PR takes a technical update and frames it as a bigger story. A tokenomics upgrade, for instance, is not just a feature release, it could be framed as a solution to a broader economic challenge. That appeals to a much more diverse audience.
Social media spurts create peaks of attention. PR builds the foundation. And it’s that foundation that turns a project into something people take seriously.
The Long Game: Press Beyond Launches
Far too many founders have made the mistake of thinking of blockchain PR as a one-and-done task. They try to make a big splash, get a couple of headlines, and then go back to silence. A better approach is to consider PR with a long-term perspective on your overall crypto public relations strategy. One that focuses on building credibility, awareness, and momentum.
Instead of it being a one-off job, getting ongoing coverage for your brand helps it to gather momentum. It’s not just about launches; it’s about being a source for expert commentary, thought leadership, and consistently appearing in the news. Each mention is visible. Each article earns you trust with a new audience.
And the benefits go even further. Being featured in top publications in your industry also leads to a boost in SEO, increased investor interest, and a more straightforward process for attracting talent. A project that frequently appears in trusted outlets seems to be reliable.
Final Word
Decentralisation didn’t eliminate the need for credibility. In fact, you could even look at it the other way. Since there is no central body or single source to verify projects, it’s more important than ever for Web3 projects to establish credibility and build trust by delivering on their promises and being featured in leading publications.
In the crypto world, hype comes and goes in a matter of days. Building hype and trying to go viral is a short-sighted and high-risk strategy that is unlikely to yield significant value in the long run.
Press coverage remains the fastest path to showcasing that you’re serious beyond your own community. Social channels grab eyeballs, but the press earns trust.
As such, the projects that gain traction in crypto will not necessarily be the loudest. They’ll be the ones that keep showing up in trusted places, proving they’re here to stay.
Crypto is all about decentralization. There isn’t one central agency or corporation that controls the narrative or calls the shots. In Web3, communities are the ones that lead the charge. However, here is the thing: even in decentralized environments like cryptocurrency, trust needs something central to anchor to. People still search for signals of credibility.
It’s easy to think that a Twitter account, Discord channel, or Telegram group would be enough to show that your project is established. After all, they’re a great way to spread news quickly and create hype. But hype doesn’t always equate to trust.
When investors, regulators, or partners look at a project, they’re usually not looking in the chatrooms and social media channels. They’re looking for trusted press coverage from reputable publications. Third-party sources discussing your company and its products or services.
This is why press coverage still holds significant weight in Web3. Even some of the smaller outlets carry authority that community talk simply can’t match. And in a world where scams and schemes are ripe, being acknowledged by the press will always be a strong signal to show that you are doing legitimate work.
Decentralization Didn’t Replace Credibility
Decentralization has altered how projects approach their growth strategies. A token can now find thousands of early followers in a Discord group and scale globally without the traditional gatekeepers you might find in the conventional business world. However, on some level, this did not eliminate the need for credibility.
Media coverage remains a key shortcut to legitimacy and trust-building. Every prospective investor wants to have confidence that their capital will be deployed responsibly, and partners want to know they’re dealing with a serious project. Regulators seek signals they can trust.
For all these stakeholders, media remains one of the easiest ways to measure risk and gauge a project’s progress.
In other words, if you have no media presence at all, it could cause alarm and concern if you’re asking people to invest in you. Lacking any third-party validated content online is a red flag for most. The question becomes: if this project delivers that much value, why has nothing been written or published about it from a reputable source?
From Hype to Authority: Why PR Still Works
Cryptocurrency projects gain visibility in one of two ways: either through hype or by slowly building authority over the long run. Hype is rapid. A memecoin can go viral with a tweet. However, what goes up must come down, and projects like this tend to disappear as quickly as they arrived.
Authority takes time, but it tends to last and builds much stronger foundations that projects can continue to grow from. For example, working with a crypto PR agency and securing media coverage in reputable outlets like CoinDesk, The Telegraph, or Decrypt means that all the right eyes are on your project.
Additionally, these longer content formats typically mean that your project is explained in greater detail, and your value is accurately conveyed to an already informed audience. Instead of chasing cheap hype and viral moments, blockchain PR takes a technical update and frames it as a bigger story. A tokenomics upgrade, for instance, is not just a feature release, it could be framed as a solution to a broader economic challenge. That appeals to a much more diverse audience.
Social media spurts create peaks of attention. PR builds the foundation. And it’s that foundation that turns a project into something people take seriously.
The Long Game: Press Beyond Launches
Far too many founders have made the mistake of thinking of blockchain PR as a one-and-done task. They try to make a big splash, get a couple of headlines, and then go back to silence. A better approach is to consider PR with a long-term perspective on your overall crypto public relations strategy. One that focuses on building credibility, awareness, and momentum.
Instead of it being a one-off job, getting ongoing coverage for your brand helps it to gather momentum. It’s not just about launches; it’s about being a source for expert commentary, thought leadership, and consistently appearing in the news. Each mention is visible. Each article earns you trust with a new audience.
And the benefits go even further. Being featured in top publications in your industry also leads to a boost in SEO, increased investor interest, and a more straightforward process for attracting talent. A project that frequently appears in trusted outlets seems to be reliable.
Final Word
Decentralisation didn’t eliminate the need for credibility. In fact, you could even look at it the other way. Since there is no central body or single source to verify projects, it’s more important than ever for Web3 projects to establish credibility and build trust by delivering on their promises and being featured in leading publications.
In the crypto world, hype comes and goes in a matter of days. Building hype and trying to go viral is a short-sighted and high-risk strategy that is unlikely to yield significant value in the long run.
Press coverage remains the fastest path to showcasing that you’re serious beyond your own community. Social channels grab eyeballs, but the press earns trust.
As such, the projects that gain traction in crypto will not necessarily be the loudest. They’ll be the ones that keep showing up in trusted places, proving they’re here to stay.
