Great Web3 projects get ignored by journalists every day, not because the tech is weak, but because of avoidable PR missteps. I have seen technically strong blockchain teams with real traction struggle to get a single reply from the media, while weaker projects land coverage simply because they understand how PR actually works in Web3.
At Coinbound, we have worked with more than 900 crypto and blockchain companies, from early stage startups to category leaders. Different teams, different cycles, yet the same issues appear over and over again.
This not a story about doing more PR, sending more emails, or chasing more publications. Small but critical mistakes quietly undermine credibility, confuse journalists or signal that a project is not ready for coverage. By the time Web3 founders realize what went wrong, the opportunity has already passed.
If you are building in crypto, blockchain, or Web3, these are the issues that cost you attention, trust and momentum.
Mistake 1: Treating Launch Day as Day One of PR
Many Web3 teams think PR starts when the product launches. That assumption almost guarantees weak results.
Journalists in Web3 and crypto rarely want to hear from a project for the first time on launch day. By then, inboxes are full, narratives are already forming and there is no context for why your launch matters.
Effective Web3 PR starts weeks or months earlier. You seed background conversations, share non-promotional context and help reporters understand the problem you are solving before you ever ask for coverage.
We see stronger results when founders invest early in education driven outreach rather than last minute announcements.
If you’re planning a token launch, Crypto PR Strategies for Successful Token Launches maps out the pre-launch PR work that prevents this exact scramble on launch day.
Mistake 2: No Media Kit, Or a Useless One
A surprising number of projects either have no media kit or provide one that creates more friction than help.
Common issues include missing founder bios, outdated logos, no clear product description, or a Google Drive folder with no structure.
Web3 journalists want speed and clarity. A strong media kit should include a concise project overview, founder headshots, brand assets, and recent press. It should answer basic questions without forcing follow ups.
For a quick reference on what a usable media kit should include, our Crypto PR Toolkit covers the basics in a clean, journalist-friendly format.
Mistake 3: Going Silent After Launch
Launch coverage is not the finish line. It is the starting point.
Many Web3 teams disappear after their initial announcement. Months pass with no updates, no commentary, and no visible progress. From a media perspective, that silence signals stagnation that the project didn’t survive.
The problem is most teams don’t know what’s actually worth announcing between major milestones. Not everything needs a press release, but journalists in the Web3 space do need reasons to remember you exist.
What ongoing Web3 PR actually looks like:
- Monthly rhythm: Product updates, integration announcements, user growth numbers (if meaningful), new hires in key roles. These don’t all need media outreach — some are just content for your own channels — but they keep the narrative moving.
- Quarterly thought leadership: Commentary on market trends, original data from your protocol or user base, perspectives on regulatory developments. This positions founders as sources journalists can return to.
- Reactive opportunities: When news breaks in your category, being available for quick commentary keeps you in the rotation. Journalists remember who responds fast and who ghosts.
Silence between announcements doesn’t just lose momentum — it makes every future announcement feel like you’re starting from zero.
Mistake 4: No Crisis Plan Until There Is a Crisis
Every Web3 project will face FUD, rumors or unexpected issues. The mistake is waiting until it happens to decide how to respond.
We regularly see teams respond too slowly, let misinformation spread or issue combative public statements that escalate the situation. That reaction often causes more damage than the original issue.
The fix is a pre-built crypto PR crisis playbook. This should include a holding statement, a designated spokesperson, a clear response timeline and defined channel priorities.
Also see: How to Fight Crypto FUD in Blockchain Communities
Mistake 5: Expecting PR to Replace Marketing
PR does not work in isolation. Treating it as a replacement for marketing limits its impact — and wastes the coverage you do earn.
A feature in a major publication means little if it doesn’t get amplified. We regularly see projects land solid coverage, then do nothing with it. No social posts, no email to their community, no integration into their website or sales materials. The article gets a few thousand views and disappears.
Strong PR and marketing work as a loop:
- Coverage feeds content: A Decrypt feature becomes a Twitter thread, a newsletter highlight, a case study on your site, proof in your pitch deck. One article should generate weeks of downstream content.
- Marketing supports PR: Your social presence, community engagement, and content output signal to journalists that your project has traction worth covering. We often align PR with crypto influencer marketing and content distribution to amplify results.
- Paid amplifies earned: Retargeting people who read your coverage, boosting posts that mention press hits, running ads to articles — these extend the lifespan of earned media significantly.
The Web3 projects that get the most value from PR treat coverage as raw material, not the finished product. They have systems to capture, repurpose, and distribute every mention.
If your marketing channels aren’t ready to amplify what PR generates, you’re leaving most of the value on the table.
Also see our vetted list of crypto PR agency partners who specialize in integrated campaigns.
Mistake 6: Only Doing PR Around Fundraises
Fundraise announcements attract attention, but they should not be the only time you talk to the media.
Projects that only surface during funding rounds appear transactional. Journalists notice this pattern quickly.
PR between raises builds narrative depth. Product launches, partnerships, data insights and thought leadership all create reasons to stay relevant.
Consistent storytelling makes your next fundraising announcement stronger.
Mistake 7: No Relationship Building Between Announcements
PR is still a relationship driven game, even in Web3.
Too many teams only reach out when they need coverage. There is no effort to engage reporters between announcements, comment on their work or provide value without an ask.
The Web3 projects that win long term coverage invest in relationships. They respect journalists’ beats, offer insights, and stay present even when there is nothing to pitch.
That approach compounds over time.
Also see: Top Web3 Journalists and How to Align Your Crypto PR Strategy with Their Coverage
The Bottom Line
You can have strong tech, real traction, and a clear market — and still get ignored by every journalist you pitch. Happens constantly. Not because the project isn’t good, but because small, repeated friction points accumulate until no one bothers to dig deeper.
After working with 900+ projects across every cycle since 2018, we’ve seen these patterns play out hundreds of times. The projects that earn long-term coverage aren’t doing anything complicated — they’re just disciplined about the fundamentals.
If you’d rather skip the trial-and-error, Coinbound is a leading crypto PR agency built on nearly a decade of this work. We handle strategy, media relationships, and crisis prep so you can focus on what you’re actually building.
Frequently Asked Questions About PR Mistakes in Web3 Industry
What are the most common Web3 PR mistakes?
The most common Web3 PR mistakes include starting PR too late, lacking a proper media kit, going silent after launch, and failing to prepare for crises.
Why do journalists ignore Web3 projects?
Journalists often ignore Web3 projects due to unclear messaging, last minute outreach, weak media assets, or a lack of ongoing relationship building.
How early should Web3 PR start?
Web3 PR should start well before launch, ideally weeks or months in advance, to build context and familiarity with journalists.
Is PR enough to grow a Web3 project?
PR alone is not enough. It works best as part of an integrated strategy that includes marketing, content, and community building.
How can Coinbound help with Web3 and crypto PR?
Coinbound helps Web3 projects avoid common PR mistakes through strategic planning, media outreach, crisis preparation, and integrated marketing support.
