Most teams start searching for the right reporters once they’re preparing to share something meaningful: new funding, a major partnership, a product milestone, or a story that deserves more reach than a tweet thread can offer. Finding the right names early makes the whole process smoother. It helps you shape your message, match it with the right outlets, and avoid the awkward guesswork that comes from pitching someone who has zero interest in your category.
In Web3, reporters follow very specific beats. Some are focused on culture and community behavior. Others care about enterprise adoption, security, regulation, or the deeper narratives shaping where this industry goes next. If you have a clear understanding of who covers you’ll spend less time spraying announcements and more time building relationships that influence long-term visibility.
This list highlights the journalists who consistently break meaningful stories, ask thoughtful questions, and shape how the industry talks about new projects. Use it to refine your outreach strategy, understand what each reporter values, and follow the voices that drive the conversation forward.
Why the Right Web3 Journalists Matter for Your PR Strategy
Each Web3 reporter has a clear sense of what they’re willing to write about, how they evaluate a story, and which angles resonate with their readers. When you understand their priorities, your outreach becomes sharper and your timing improves.
Reporters who follow your niche also give you a reliable read on how narratives develop across the industry. Their coverage makes it easier to anticipate questions, position announcements, and shape messages in a way that fits current conversation rather than fighting it.
For Web3 and crypto teams preparing launches or long-term storytelling, this awareness turns media outreach into something intentional instead of reactive.
Also see: Crypto PR Strategies for Successful Token Launches [+ additional helpful resources]
Good journalism brings clarity to a complex ecosystem. Web3 reporters help audiences understand market trends, regulatory movements, and innovations that shape the industry. They are the bridge between Web3 project teams and the broader public, offering context to separate meaningful developments from short lived hype. They give your team a path to share information openly and earn trust through steady, well-framed updates.
Also See: How to Write a Crypto Press Release [With Free Crypto PR Templates]
Top Web3 Journalists to Follow
Cam Thompson (CoinDesk)
Cam Thompson covers crypto culture, gaming, and digital identity. Her work highlights the human side of decentralized technology and shows how real people interact with new digital tools. She often explores how creators, gamers, and online communities adopt emerging platforms. Her clear and energetic reporting offers quick takes on new trends and keeps readers updated on lifestyle shifts driven by crypto. Thompson also brings attention to cultural moments that help define how Web3 fits into everyday life, making her a valuable voice for anyone tracking the social impact of the space.
Michael del Castillo
Michael del Castillo focuses on enterprise blockchain adoption. His reporting explains how large corporations explore distributed ledger technology and where real business value appears. His work often includes interviews with industry leaders and clear analysis. He publishes at Forbes.
Laura Shin
Laura Shin is known for her sharp investigative work and deep understanding of crypto history. She explores the decisions and stories behind major industry events. Her podcast and articles offer strong context for both newcomers and seasoned builders.
Brady Dale
Brady Dale brings direct and accessible reporting to the Web3 ecosystem. He focuses on regulation, infrastructure and major protocol developments. His work balances speed with accuracy and has become a trusted resource for many teams researching market shifts. He writes for Axios.
Leigh Cuen
Leigh Cuen covers the social and economic dynamics around crypto. She writes about adoption in emerging markets and the cultural impact of digital ownership. Her work helps readers understand how decentralization affects real people at a global scale. You can read her articles at TechCrunch.
Jeff Roberts (Fortune Crypto)
Roberts covers major crypto stories with a strong grasp of legal, regulatory, and institutional angles. Many founders track Fortune Crypto because of its reach and its balance between mainstream and industry relevance.
Stacy Elliott (Fortune Crypto)
She covers policy, enforcement actions, and the business side of crypto. Her work is widely referenced, especially by teams monitoring US regulatory tone.
Sam Kessler (CoinDesk)
Kessler produces some of the most thoughtful reporting on Ethereum, protocol updates, governance issues, and technical developments. His pieces often influence how builders interpret emerging changes.
Eli Tan (The Block)
Covers NFTs, gaming, digital culture, and early-stage consumer crypto adoption. He’s well-sourced within creator-focused teams
How These Journalists Shape the Web3 Story
Each journalist brings a distinct style. Some offer long form investigation that uncovers the deeper forces shaping the industry, while others deliver fast breaking news that keeps readers aware of rapid market shifts. This mix of formats creates a balanced view of the space and helps audiences understand both the immediate developments and the long term trends. Their work also keeps the industry accountable by questioning claims, verifying information and highlighting both successes and failures.
Their coverage can also help founders learn what type of messaging appeals to reporters and readers. By studying how these journalists frame stories, teams can improve their communication style, refine key talking points, and present their project in a way that feels clear and relevant. This understanding often leads to stronger media relationships and more effective public storytelling.
Also See: The Ultimate Crypto PR Guide: How to Get Coverage on Major Crypto Media
Tips for Getting Coverage in Web3 Media
Web3 reporters decide quickly whether a story is worth pursuing. They receive a steady stream of pitches, so teams that respect their time and offer useful detail stand out immediately. After years of running crypto PR campaigns, a few patterns show up again and again:
- Share information that lets a reporter understand the scale of what you’re building
Strong pitches include specifics: product progress, verifiable traction, technical updates, ecosystem impact, or data that shows real usage. These details give journalists something concrete to work with. - Make leadership accessible
Reporters gravitate toward teams that reply quickly, answer questions without hedging, and understand the value of direct communication. Teams willing to speak clearly—on or off the record—tend to get better coverage over time. - Frame your update within an active conversation
Every corner of Web3 has ongoing storylines: regulation, security changes, protocol upgrades, consumer behavior, infrastructure shifts. A pitch that shows where your announcement fits inside those conversations gives journalists a solid reason to engage. - Pay attention to timing without overthinking it
Some weeks are packed with regulatory news or market drama, and a smaller announcement gets buried. Other weeks are quiet, and a well-structured update gets more attention. Timing doesn’t replace substance, but awareness of the news cycle helps you choose the moment when your story has room to breathe.
Also see: The Best Time to Send a Press Release (Based on Data) - Keep the pitch structured and easy to scan
Reporters appreciate a message that gets to the point: what happened, why it matters, and where they can verify details. Short, organized communication works far better than long paragraphs of positioning language. - Build familiarity before you need coverage
Teams that participate in discussions, share informed commentary, and stay available when reporters need background often become go-to sources. That trust eventually leads to better placement for major announcements.
If you want support identifying the right reporters or shaping a crypto PR approach that aligns with how Web3 media actually works, Coinbound’s team has helped hundreds of projects establish strong, lasting media relationships.
Also See: How to Distribute a Crypto Press Release (Comprehensive Guide)
FAQ About Web3 Journalists
What is a Web3 journalist?
A web3 journalist reports on blockchain, digital assets, decentralized applications, and emerging technologies tied to the next generation of the internet.
What makes a good Web3 journalist?
Strong Web3 journalists share a few practical traits that make them valuable for founders, marketers, and comms teams:
- Clear beat awareness
They know the corners of the industry they cover—protocols, regulation, culture, security, or enterprise use cases—and they stay consistent with that focus. This helps teams understand who is a genuine fit before starting outreach. - Good questions and careful verification
They look for specifics, request supporting detail, and aim for accurate context. Their process encourages teams to present information in a way that holds up under scrutiny. - Comfort with technical material
They can work through complex topics, ask the right follow-ups, and write in a way that keeps nuance intact instead of flattening everything into marketing language. - Attention to the bigger picture
They track ongoing narratives, follow sentiment shifts, and stay tuned in to how different parts of the ecosystem influence each other. This allows them to frame stories within the broader industry conversation. - Reliable output
They publish consistently and maintain a steady presence in the space, which helps readers and sources understand what to expect from their coverage style. - How can projects work with web3 journalists?
Projects should offer clear information, real updates, and access to team members. Journalists value transparency and useful data. - Where do web3 journalists usually publish?
Most publish on major tech and crypto outlets such as CoinDesk, Forbes, TechCrunch, and Axios.
Why should Web3 teams follow industry journalists?
Following journalists helps teams stay aware of market shifts, regulatory changes, and narrative trends that influence brand perception.
Can strong media coverage support growth?
Yes, quality coverage can improve credibility, expand reach, and drive interest from investors and users.
Conclusion
Strong journalism keeps the Web3 world honest and certain reporters consistently influence which stories get attention. Their work brings transparency to an industry that often moves quickly and can feel hard to follow. When you follow their work, you get an early read on what types of updates are gaining traction, what angles keep resurfacing, and where the industry’s conversation is drifting. That awareness gives founders and marketers a practical advantage because it becomes easier to judge whether an announcement is ready, what details need support, and how to position the information so it fits the moment.
Teams that track these patterns usually communicate with more focus. They understand how journalists think, which questions they’re likely to ask, and which claims need evidence. That leads to pitches that feel direct instead of promotional and conversations that move forward instead of stalling.
If you want support building these habits or mapping the reporters who align with your niche, a seasoned crypto PR agency can save you months of trial and error. Coinbound’s PR team works on this every day to shape messages that hold up under scrutiny, build strong media relationships, and run outreach that respects reporters’ time and beats. Web3 media isn’t easy, but it gets a lot more manageable when you’re working with people who know how these journalists think and what they pay attention to.
