Let’s be real—Web3 is loud. Every day, a new protocol drops, a DAO votes on something weird, and someone launches a memecoin as a joke (that then hits a $100M market cap). So yeah, standing out? Not easy.
That’s where PR comes in.
Not the boring kind. We’re talking about showing up in the media on purpose. The kind that makes your project pop in CoinDesk, gets your founder on a podcast, and has VCs sliding into your DMs after reading about your raise in a newsletter.
At Coinbound, we help Web3 brands get attention—the right kind of attention. Whether you’re about to launch, fundraising, or just tired of yelling into the void on Twitter, this guide breaks down how we actually run PR campaigns and how to think about earned vs paid media.
No buzzwords. No BS. Just how it works.
Wait, So What Is PR, Anyway?
PR (short for public relations) is how brands shape how the world sees them. It’s not ads, it’s not shilling. It’s getting real media coverage that builds trust, earns credibility, and keeps your name circulating when it matters.
It includes stuff like:
- Getting featured in articles or newsletters
- Founder interviews on podcasts
- Quote placements in trend pieces
- Handling the narrative during a crisis
- Announcing launches, partnerships, or funding
Basically, if someone hears about your brand through someone else, that’s PR doing its thing.
The goal? Get people to care. Whether they’re investors, degens, regulators, or just a bunch of crypto-curious Redditors.
PR vs Marketing vs Advertising (Yes, They’re Different)
Quick breakdown:
- Marketing = “Here’s why you should buy our thing.”
- Advertising = “Here’s a paid message about our thing.”
- PR = “Here’s why someone else thinks our thing is worth talking about.”
Good PR makes you look like the main character in the crypto news cycle. It’s not about selling directly. It’s about storytelling—something way more powerful when you’re building in a space where trust is everything.
How We Actually Run PR Campaigns at Coinbound
PR isn’t just about sending emails to journalists and crossing fingers. Our process is built around strategy, speed, and stacking wins. Here’s how it works:
Phase 1: Foundation & Setup
We start with a strategy call and build your campaign plan. That means dialing in your messaging, building the pitch, prepping any press releases, and deciding what kind of media we’re going after.
⚠️ Heads up: Once we start outreach, we don’t like to change the messaging. Journalists hate when a story shifts halfway through. So we make sure everything’s locked, loaded, and approved before we hit send.
Phase 2: Outreach & Activation
Time to pitch. We send your story to the right media contacts—editors, writers, contributors, podcasters—based on your goals. If you’ve got any paid placements in the mix, we tee those up too.
No, we won’t send you journalist names or email intros. Reporters don’t want that. We protect those relationships and handle all the back-and-forth for you.
🔥 Bonus: We “newsjack” trending stories when we can—plugging your founder or brand into stuff people are already reading about. Great way to get quick hits.
Phase 3: Optimization & Expansion
We see what’s working (and what’s not). If a pitch angle is landing, we double down. If media feedback says something’s off, we tweak and try a new spin—with your approval, of course.
🔄 Pro tip: Limit message edits. Changing things every week slows us down and confuses journalists. Consistency = more coverage.
Phase 4: Wrap-Up & Reporting
Once the campaign winds down, we pass over any media convos still in play, share all live links, and send a full report with views, reach, and engagement. If you want to keep going, we can extend. If not, cool—we’ll leave you with momentum and next-step ideas.
💡 FYI: Coverage can still roll in weeks after the campaign ends. Good PR has a long tail.
Earned Media 101: High Credibility, Less Control
Earned media = coverage you don’t pay for. You pitch the story, and if a journalist likes it, they run with it. Think feature writeups, expert quotes, podcast invites, newsletter shoutouts.
The upside? It’s the most trusted type of content. Readers know you didn’t buy your way in. A great example of this is how we secured Gala over 200 earned media pieces.
The catch? You don’t get to control the final article, and you won’t always see a draft. You’re at the mercy of editors, timelines, and whether your story is strong enough to stand out.
You’ll need:
- A clear news hook (like a launch, raise, partnership)
- Proof points (numbers, traction, partners)
- Fast feedback if a reporter needs a quote
- Patience—it takes time
Typical timelines:
- Smaller outlets: 2–4 weeks
- Tier 1 features: 1–3+ months (yeah, really)
Paid Media 101: Total Control, Faster Turnaround
Paid media = guaranteed placement. You choose the outlet, approve the copy, and lock in the publish date. It’s great for launch timing, SEO, and making sure your message comes across exactly how you want.
Formats include:
- Sponsored founder Q&As
- “Top X” list inclusions
- Branded feature stories
- Homepage or newsletter placements
You get full review rights, but there are still rules. Some outlets won’t touch crypto-adjacent topics like gambling or high-risk DeFi. Others charge more for long-form, backlinks, or featured positioning. We’ll guide you around all that.
Typical timelines:
- Standard: 5–10 business days
- Rush: 2–3 days
- Larger bundles: 1–3 weeks
Earned vs Paid Media: Quick Breakdown
| Category | Earned Media | Paid Media |
|---|---|---|
| Cost | Free to place, you just pay us | Fixed fee per placement |
| Control | Low. Editor decides everything | High. You approve it all |
| Speed | Slower (2–12 weeks) | Fast (2–10 days) |
| Credibility | Very high—editorial validation | Medium—marked as sponsored |
| Customization | Limited | Full control over copy and visuals |
| Best Use | Launches, funding, thought leadership | SEO, branding, investor visibility, fast attention |
So, Which Should You Use?
Honestly? Both.
Use earned media to build credibility, get long-term visibility, and show up where the conversation’s already happening. Use paid media when you need speed, SEO juice, or control over the message.
At Coinbound, we help you strike the right balance—mixing earned and paid tactics to get you maximum exposure with minimal fluff.
Ready to get your project the attention it deserves?
Let’s chat. We’ll help you get the coverage that actually moves the needle.
