There’s a common misconception in PR that if a story is strong enough, it’ll automatically get picked up. In reality, even the best news story can fall flat without the right approach. Here’s how to ensure your story doesn’t get lost in the crowd:
1. Find a Journalist Already in Your World
Journalists have beats, but don’t just find someone who covers your niche—find someone who’s been talking about what your project is disrupting. For instance, if they’ve recently written about DeFi regulation and your project solves key bottlenecks, that’s a solid entry point. Be specific, and show them how your news fits into their recent coverage, not just the broader industry.
Key takeaway: Target journalists who are already interested in the space you’re operating in. Help them connect the dots between your project and their ongoing coverage.
2. Your Story Isn’t the Hero—the Reader Is
Journalists aren’t interested in how groundbreaking your project is—they’re focused on how it impacts their audience. Does it save developers time? Reduce fees for users? Frame your pitch around the tangible benefits for real people, not just the technology behind it. Speaking to real-world outcomes is what resonates.
Key takeaway: Shift the focus from your project to how it benefits the reader. Highlight the real-life impact to make the story more relevant.
3. Timing Is Everything
It’s not just about avoiding big news days; you need to tie your story into the current conversation. Is your project addressing a trend gaining traction? Are you announcing a security solution following a major breach? When your pitch aligns with what’s already happening, it feels timely and essential.
Key takeaway: Timing is key in PR. Connecting your news to relevant trends or current events makes your story more likely to catch attention.
4. Follow Up Like a Human
Journalists are inundated with pitches, but a well-timed, thoughtful follow-up can make the difference. Instead of a generic “just checking in,” refer to a related news event or share more information that makes your story more relevant. Show you’re paying attention and offering something valuable to their ongoing coverage.
Key takeaway: Personalize your follow-ups to add value to the conversation. A thoughtful nudge can be the difference between being noticed and ignored.
Final Thought: A great story is just the beginning—what really matters is how you handle it.
Got a crypto trend, project, or topic that’s flying under the radar? Let’s talk about how to get it noticed.
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