Think twice about your crypto PR strategy

Although some believe that crypto PR and communications efforts should slow down when the markets are cooling off, it couldn’t be further from the truth. Sure, during crypto winters, product development teams huddle together to work on building their solutions—and that’s great—but these are also the ideal times for brand building.

Indeed, when the market is going through a crypto slowdown, the strategic brands are seizing the opportunity to strengthen credibility while everyone else is hibernating. And when the market inevitably heats up, this strategy will position such players ahead of the competition.

Now, not all might agree with this point of view, arguing that pushing PR during a downturn is tone-deaf. Others might see slow market communications as unnecessary noise when product development should be the only priority. But visibility isn’t vanity—it’s strategy, and it’s easier to get noticed in calmer markets.

Slower news, hungrier journalists

As the movements in the crypto market slow down, so does everything else that relates to it, including newsrooms. In other words, journalists have more space (and patience) for stories that go beyond mere price action. There are no big stories of exploding digital assets. Bitcoin (BTC) is nowhere near reaching a new all-time high, and altcoins are taking the cue from the industry’s number one, sleeping it off themselves.

Thus, when the hype and the noise in the crypto sphere die down, media outlets are on the lookout for stories worth telling. In such moments, true innovation and strong projects get their chance to shine and get real editorial interest, instead of getting lost among drama-driven headlines. 

Small news can be perceived as newsworthy in a bear market

Here’s a secret—during a bull run, not even a $10 million funding round might turn heads. It’s just too common when there’s money flowing everywhere across the board. To illustrate, an insider source at a crypto media powerhouse once said that their “funding news coverage threshold is a minimum of $10 million, with exceptions.”

This might sound counterintuitive at first, but in a more bearish market sentiment, that same outlet might just be interested in a mere $5 million, or even a $1.4 million seed round, like the one recently raised by crypto payment hub Lyzi to expand its Tezos-based service.

In other words, Lyzi has just told the world that it’s there and constantly working on building its product. Arguably, in a period of market pessimism, it would be one hell of a smart and well-timed PR move, and the best part—the likes of CoinDesk might pick it up.

Pick up the mic when no one else is talking

Providing expert commentary when the industry goes silent becomes even more valuable. Journalists still seek third-party sources and insights, and this is your chance to establish yourself as an authoritative figure in the sector, to whom journalists will come back when the bull market returns.

This means that when it’s all quiet on the crypto front and a journalist comes knocking at your door, be ready. Hiring a good PR firm that will lead you, shape your story, and provide the stage is certainly the right move, but it’s up to you to step up with confidence and claim the spotlight. 

Execution still matters

With this in mind, don’t mindlessly drop news just for the sake of it. Be strategic about timing, like holidays, conferences, and other major events that might overshadow your news, as well as the tone—this isn’t the time to brag but display resilience and value. 

Also, use the time of market bearishness to build your reputation and flesh out your digital footprint through earned media placements in trusted crypto outlets. Potential users, partners, and investors will look you up online, so make sure they have good things to read about you—that’s your PR working in the background.

The real bottom line

All things considered, crypto PR in times of market stagnation and bearish sentiment is not so much about creating hype as it is about demonstrating real substance. It’s about crafting a narrative that portrays you as the crypto player who can weather the blizzard, better positioning your brand.

So, the next time you’re considering staying silent during a crypto downturn, think again. You might miss out on the best PR opportunities of the cycle, as at this time, you could get more attention than usual. 

Don’t wait for the bull to charge—make your mark when the field is clear.

Afik Rechler

Afik Rechler is the co-founder and co-CEO of Chainstory, a results-driven crypto PR agency. He specializes in crypto communications and search-driven content marketing. Afik has been in the crypto industry since late 2016, helping blockchain businesses meet their marketing and communications goals.