As a crypto company, getting exposure on major crypto news outlets is essential to building brand awareness and credibility.
However, with so many companies vying for attention, it can be challenging to break through the noise and get noticed by Web3 journalists and editors.
In this guide, we’ll share tips and best practices for getting coverage on major crypto news outlets and building a successful crypto PR strategy.
Getting Top Tier Crypto Coverage (Step By Step)
Research and Identify Relevant News Outlets
The first step in building a successful PR strategy is to research and identify the relevant news outlets in the Web3/crypto space for your company. Start by making a list of the top crypto news outlets, such as CoinDesk, CoinTelegraph, and Decrypt.
Then, dig deeper into each outlet to understand their audience, editorial focus, and submission guidelines. This research will help you tailor your pitches to each outlet and increase your chances of getting coverage.
Start with the story itself. What actually changed, and who would care enough to cover it?
Crypto newsrooms are split into very different beats. A markets reporter looks for movement and numbers. A security reporter looks for audits, fixes, and risk. A protocol reporter wants to understand what changed at a technical level and why builders should notice. If you pitch the wrong desk, the story dies before it’s read.
Spend some time reading how each outlet covers stories similar to yours. Pay attention to how they frame announcements, what evidence they link to, and whether they treat company claims skeptically or take them at face value. That tells you how much proof you need to include up front.
Once you’ve done this, you should know which outlets are realistic targets and which ones aren’t worth the effort for this specific announcement. That focus alone improves hit rate more than any clever pitch writing.
Build Relationships with Journalists and Editors
Building relationships with journalists and editors is critical to getting coverage on major crypto news outlets. Take the time to reach out to journalists and editors in your industry and introduce yourself and your company.
Before reaching out, make sure your company is easy to understand in one sentence and backed by something concrete. If a reporter has to ask basic clarification questions, they’re unlikely to keep engaging.
Instead of leading with pitches, pay attention to what a journalist covers and how they approach stories. When something breaks in their beat, offering context or data without pushing your company goes a long way. A short note explaining a market move, a security pattern, or a technical change shows that you understand their work and respect their time.
After a few of those interactions, pitching feels natural instead of transactional. At that point, reporters know you won’t waste their time or exaggerate claims, which matters more than how friendly the relationship is.
Follow them on social media, engage with their content, and offer valuable insights and commentary on industry news.
Building a relationship with a journalist or editor can increase your chances of getting coverage and help you become a go-to source for industry news.
Also see: Top Web3 Journalists and How to Align Your Crypto PR Strategy with Their Coverage
Develop a Compelling Story and Angle
To get coverage on major crypto news outlets, you need a compelling story and angle that will capture the attention of journalists and editors. A story needs a clear change, not a general update.
Think about what makes your company unique and newsworthy. Is there a recent product launch, a new partnership, or a significant milestone that you can share with the media? Ask yourself what is true today that wasn’t true last week. If that answer can’t be explained quickly, the announcement probably needs work.
From there, think about evidence. Crypto reporting leans heavily on proof: on-chain activity, audits, filings, usage data, or third-party validation. If you don’t have something verifiable, the story has to shift toward analysis or commentary instead of an announcement.
The last piece is impact. Be precise about who this affects and how. Broad claims about the market rarely survive editorial review. Specific changes for a defined audience do.
Keeping the angle narrow helps. One announcement should support one story. Trying to bundle multiple narratives usually weakens all of them.
Develop a story and angle that is timely, relevant, and interesting to the outlet’s audience.
Also see: Storytelling in Web3 Marketing: How Agencies Create Compelling Brand Narratives
Craft a Strong Pitch
A strong pitch feels like a helpful briefing, not a sales message. Your pitch should be concise, informative, and tailored to the outlet’s audience and editorial focus.
Include a compelling headline, an attention-grabbing hook, and clear and concise information about your company and story.
Make sure to follow the outlet’s submission guidelines and include any relevant images or multimedia assets.
Also see: How to Write a Crypto Press Release [With Free Crypto PR Templates]
Use Press Release Distribution to Support Coverage
Press release distribution plays a supporting role in getting top-tier crypto coverage, but it shouldn’t be treated as the primary outreach method.
Major crypto outlets rarely source stories directly from distribution wires. They respond to direct pitches, context, and proof. Distribution is useful once those conversations are already in motion.
Also see: How to Distribute a Crypto Press Release (Comprehensive Guide)
A distributed crypto press release gives reporters and partners a single, consistent source to reference. It also helps with secondary pickup from smaller crypto publications, aggregators, newsletters, and regional outlets that monitor release feeds more closely.
Distribution can also reduce friction during follow-ups with the Web3 journalists. When multiple journalists ask for details at different times, a well-written crypto press release keeps facts aligned and prevents small discrepancies from creeping into coverage.
Used this way, crypto press release distribution reinforces earned media rather than attempting to substitute for it. The real work still happens in the research, the story framing, and the one-to-one outreach.
Also see: The Best Crypto Press Release Distribution Services in 2026
Leverage Social Media
Social media with the right strategy can be a powerful tool for getting coverage on major crypto news outlets. Use social media to share your company’s news and updates and tag relevant journalists and editors. This can help increase your visibility and get your story in front of the right people.
You can also use social media to share your thought leadership and commentary on industry news, which can help position you as an expert and increase your chances of getting coverage.
Also see: Web3 Thought Leadership Strategies for Brands and Founders
Monitor and Follow-Up
After you’ve submitted your pitch monitor and follow-up with journalists and editors. Keep an eye on the outlet’s website and social media channels for any updates or changes to their editorial calendar.
If you haven’t heard back from a journalist or editor, don’t be afraid to follow up with a friendly email or phone call. However, be respectful of their time and avoid being too pushy or aggressive.
Measure and Analyze Results
Finally, track the coverage you receive on major crypto news outlets and monitor the impact it has on your website traffic, social media engagement, and business goals.
What matters is whether the right people noticed and what that coverage in major crypto outlets actually did for the business. Review how readers interacted with it. Check referral traffic from each article, time on page, and what visitors did after landing. In crypto, this might mean reading docs, connecting a wallet, joining a Discord, or subscribing to updates. A spike in traffic without downstream action usually signals that the story attracted curiosity rather than genuine interest.
Pay attention to secondary effects as well. Did other outlets reference the coverage? Did journalists reuse your data or quotes in later stories? Did inbound media requests increase after publication? These signals often matter more than immediate traffic lifts.
Then compare results across outlets and angles. Over time, patterns emerge. Some publications consistently drive builders. Others attract traders. Some validate credibility without moving numbers. That insight should shape where you focus future outreach and how you frame stories for each audience.
Finally, feed this back into your next pitch. Use what worked: clear proof points, tighter framing, or better timing. PR compounds when each round is informed by the last. Use this data to refine and improve your PR strategy over time.
Also see: Here’s How We Secured 200+ Organic Media Hits for Gala
Conclusion
Getting coverage on major crypto news outlets requires a strategic and thoughtful approach. It requires coordination across research, editorial fit, story development, outreach, follow-up, and post-coverage analysis. Each part affects the next. Weak targeting leads to ignored pitches. Soft angles create shallow coverage. Poor follow-up limits repeat opportunities.
For many crypto companies, this work eventually becomes a dedicated function rather than a side responsibility. At that point, the work calls for a crypto pr agency that already maintains reporter relationships, tracks editorial shifts, and understands how different crypto desks evaluate news.
Coinbound is the leading crypto PR agency, with a long track record working directly with Web3 and blockchain companies and meeting the editorial standards of major crypto news outlets.
PR in crypto is cumulative. Results tend to come from consistency, accuracy, and long-term credibility rather than single announcements. Web3 teams that approach it with that mindset tend to see more stable coverage patterns over time.
