Crypto PR: The good, the bad and the shoddy – Cointelegraph Magazine

Like most crypto journalists, Will Foxley has a horror story a couple of bad encounter he had with a dodgy PR particular person. The former tech reporter at CoinDesk remembers being embarrassed in his first few days on the job after he relied on bad info fed to him in an announcement.

“I got burned by a bad PR agent within, like, two or three weeks on the job, where they gave me false press release information,” he says. “I didn’t quite verify it enough and then got called out by one of the higher industry people. That’s like the quickest way to ruin your relationship with a journalist.”

He’s fast so as to add a disclaimer that “there are some great PR people out there,” however he estimates the good guys solely account for about 20% of the {industry}. The “lower 80%” both don’t care about, or don’t perceive the technology, or the reality journalists put their reputations on the line every time they run a narrative.

“They only have an interest in pumping whatever the coin they’re tasked with pumping and getting whatever company they need into whatever headline, which is really unfortunate. And it leads to a lot of burnout among journalists, and a lot of frustration.”

Fortunately, the finest crypto PR practitioners perceive how one can play the game and act accordingly. “The most important currency we have is trust,” says David Wachsman, founder and CEO of the eponymous PR agency. “We have to earn that because the one thing I know for certain is reporters are a cynical bunch, and they know when something feels off.”

It’s a harmful game to get improper as a result of PR brokers and typically complete businesses can get blacklisted by publications or develop a bad repute industry-wide, explains Foxley.

“If you don’t like a PR person, you tell at least everyone that you’re working with at your organization,” says Foxley, who’s now the editorial director at Compass Mining. “I saw that quite often. You’re like, ‘They’re from that firm? Don’t talk to them.’”

Emerging {industry}

The world of crypto PR is an rising {industry} of specialist PR corporations which can be answerable for a big proportion of the crypto news on the market. Co-founding president of the Association of Cryptocurrency Journalists and Researchers Joon Ian Wong says that good PR brokers play a much-needed position. 

“I think PR people in any sector, including crypto, are an important part of the information landscape,” he says. “Their job is to ensure that information flows easily and freely to the media.” He provides: “But clearly they work for clients, so, you know, you can have issues with conflicts of interest.”

Samantha Yap says PR businesses do a number of work behind the scenes as the interface between crypto tasks and journalists. “Half our time is literally educating our client on how the media works,” she explains.

“We spend a lot of time telling them: ‘Oh, you can’t put this promotional angle out because journalists are not going to write about it,’ ‘we’ve got to take a more newsworthy angle,’ or ‘try to fit the story in the context of the wider industry.’

She continues: “What the journalists see in their inbox is like two weeks of brainstorming work — at times it works, at times it doesn’t.”

Laundry checklist

Although Foxley is an enormous fan of Yap and calls her a “legend,” he has a laundry checklist of complaints about the overwhelming majority of pitches he receives. But the greatest difficulty is that in a full-to-the-brim inbox, there are often solely a few helpful leads amongst a sea of boring or irrelevant non-news.

“So 80% is just dog trash,” Foxley says. “I’ve just seen some horrendous pitches over my years at CoinDesk, and frankly, I don’t quite understand why those pitches are made the way they are.” 

“They’re not helping themselves out.”

Some pitches massively oversell the potential advantages of no matter unproven technology they’re pumping, whereas others seem to have been bulk emailed to each journalist in the world. Many are unfamiliar with the elementary necessities of journalism (which is that tales must be newsworthy by being both vital, distinctive or very attention-grabbing), however one widespread difficulty is a scarcity of technical understanding.

“More often than not, especially as a tech reporter, I saw PR pieces that didn’t understand the tech that they were describing,” he explains. “You get a PR guy or gal who doesn’t exactly understand it, and they’re trying to explain what a ZK-Rollup is. No, firstly, you don’t know how to describe it, and this is the wrong context.”

PR news

This isn’t to say crypto journalists at all times cowl themselves in glory both once they obtain a newsworthy pitch. Yap sums up up the mission of PR brokers merely and eloquently:

“The sign and the skill of a good PR person is to pitch journalists the best possible angle in the way we want them to write it.”

In a great world, in fact, journalists would use a narrative pitch as the start line, analysis the background, and converse with exterior specialists earlier than producing a well-thought-out and balanced article that contributes to raised understanding in the cryptosphere.

What truly occurs far too usually is that press releases are given the barest rewrite earlier than being uploaded.

There are many causes for this: low charges of pay on some crypto websites and a relentless have to “feed the beast” — i.e., the web site — up to date and new content material. It leads to what’s generally known as “churnalism.”



Foxley concedes that writing 4 or extra news tales a day might be “mind-melting,” and it’s “very easy just to lean on the press release and the story that’s given to you. It’s just fodder for the story. But it’s not good for the industry; it’s not good for readers.”

“That’s why I’m a fan of less stories per day from a news publication per day because I don’t see another way of getting rid of that.”

Leslie Ankney has been on each side of the fence, as a contributor to The Merkle and Forbes, a PR specialist at Ditto PR and communications lead at Anchorage Digital Bank. “I’m sure there are times when you’re under deadline — it’s probably tempting,” she says, including:

“Hopefully, as a reporter, you have insights and questions to follow up with, something that the press release didn’t cover. But I understand that maybe if you have to turn out five pieces a day you may not have time.”

Wong says this isn’t an issue distinctive to crypto media. “I think you see the same thing with a lot of finance reporting,” he says. “You see the same thing with listed stocks, penny stocks, and so on. There’s lots of blogs and publications out there that do the same thing.”

The ACJR goals to enhance requirements in crypto journalism, and Wong factors out that the extra well-resourced a crypto publication is, the extra probably the workers has been conditioned to be cautious of working any messages a PR particular person desires to convey:

“Based on what I know of the reporters who work at some of these places […] they tend to be more skeptical and more critical about announcements and other notices put out by crypto PR folks, and because they work in crypto media, they are better equipped to actually cut through a lot of the marketing speak or the PR speak and get to the heart of the matter.”

Foxley agrees that some journalists at all times view PR folks with suspicion. “I had some colleagues at CoinDesk that refused to interact with any PR people because they saw it necessarily tainting their work.”

How did we get right here?

Wachsman is one in every of the greatest gamers in crypto PR, with 80 workers throughout workplaces in New York, Dublin and Singapore and shoppers together with Cosmos, Hedera Hashgraph and NEM. The Financial Times lately named it one in every of the 500 fastest-growing corporations in the Americas.

It traces its historical past again to when David Wachsman ran into the CEO of Coinsetter in a bar in 2014. This led to Wachsman studying about Bitcoin and taking the change (later bought to Kraken) on as a consumer. He struck out on his personal as a crypto specialist in 2015 and rapidly signed up shoppers together with Trezor, Slush Pool, Airbitz and the Coinsource Bitcoin ATM community.

Wachsman wasn’t the first crypto PR specialist. He credit Michael Terpin’s Transform PR with that honor, however he says these two corporations had been just about the extent of the crypto PR {industry} at the moment.

“It wasn’t the wild west; it was non-existent,” he remembers. “Most of the time it was founders directly emailing reporters. They didn’t know the right protocol. Sometimes, they weren’t very informative; they didn’t answer questions appropriately or in a timely fashion.”



“I remember reporters being thrilled when you could do something like send them a high-resolution headshot,” he says.

When crypto corporations wanted publicity, they generally used mainstream PR businesses. Wong remembers how non-specialist usually had zero understanding of what it was they had been selling. “I often knew a lot more than the PR person about what their client was doing,” he says.

“Whether it was a PR who was telling me about Bitcoin mining or some esoteric financial thing, a lot of folks at big agencies … have no clue what’s going on in cryptocurrency.”

Wachsman says a vital mass of specialist crypto PR corporations didn’t seem till after the preliminary coin providing increase in 2017–2018. “Very few reporters, and consequently PR professionals, were paying attention,” he says.

Scams, spam and pay for play

Into the void stepped crypto’s notorious guerilla advertising and PR campaigns. Michael Whitlatch is now the inventive director at North Equities, which conducts respectable digital advertising and PR campaigns for regulated listed corporations.

But throughout the ICO increase, he fell into a really totally different job after convincing 300 folks in six weeks to make use of his referral code to purchase a coin. “I realized I kind of had a knack for this kind of thing,” he says.

Whitlatch and his crew had been answerable for spreading the phrase on social media about tasks. If you’ve ever interacted with somebody on Reddit, Facebook or 4Chan who has a excessive diploma of information a couple of coin and a really constructive perspective towards it, you will have met them. If social sentiment in a undertaking’s Telegram group was turning bitter, it was the job of Whitlatch and his crew to leap in the chat to unfold constructive vibes and info to assist flip it round.

It was a way more refined effort than the notorious bounty campaigns of the period that noticed armies of individuals liking pages and writing spammy tweets a couple of undertaking, usually in damaged English, for a handful of cash per job.

“Often, I would say bounty campaigns eventually wound up hurting companies,” Whitlatch says. “Because they did come across with the full shilly force of mistyped posts,” he says.

Whitlatch’s crew stopped working in the space as a result of growing rules. “It was looking like it was going to go the way of securities, and we didn’t want to get involved with anything illegal,” he says.


Whitlatch’s crew was at the extra respectable finish of such endeavors and genuinely believed in the tasks it promoted — seeing it as a option to spend money on them as they had been invariably paid in tokens.

But others had been far more mercenary. One ICO promotion outfit e mail doing the rounds in 2018 requested for a $22,000 month-to-month retainer for astroturfing a whole social media marketing campaign, wherein faux posts could be retweeted by faux accounts with faux followers, and complete Reddit threads fabricated by one man with 10 sock puppet accounts:

“I can put you on the front page of any subreddit I want. I can get you a positive reaction from the basement dwellers at /biz (who spend a lot on crypto by the way). I can put you on the front page of Hacker News … I can kindle positive organic discussions about your company in places where other ICOs get torn to shreds.”



Other shady crypto and advertising PR corporations overtly provided assured placement in publications like Forbes and Huffington Post for a flat price. TechCrunch reporter John Biggs wrote in 2018 that he was provided fee for posts “almost every day and almost all the journalists I talked to reported the same.” Most declined, however some didn’t. “I heard about these things,” says Ankney, who provides:

“I found that really appalling. I was really angry and frustrated because even though I don’t have a journalism degree, I still held myself to a high journalistic standard. And I was shocked that others did not.”

There are nonetheless some echoes of those providers at the moment, reminiscent of Bitcoin PR Buzz, which payments itself as the “World’s First Crypto PR Agency” and claims to have helped 850 shoppers elevate half a billion {dollars}. It gives the “Breakthrough Article Pack” for $13,997, which incorporates the providers of a author to place collectively a bespoke article that’s distributed on quite a lot of crypto websites together with BeInCrypto, Bitcoinist and NewsBTC, amongst others.

Of course, there’s nothing unethical about working a sponsored article so long as it’s clearly recognized as such, and it could actually solely be presumed that is Bitcoin PR Buzz’s follow. However, these examples linked on this site should not tagged as sponsored posts.

The professionals

Fortunately, as the {industry} grew to become extra and extra skilled, the PR and advertising cowboys started to vanish.

“I think it’s professionalized,” says Foxley. “I was not there in 2017 and 2016, so I won’t say anything about that. But I think PR people are more available; they understand the space more; they have an interest in maintaining relationships for the long term.”

There had been a number of false begins alongside the method. Wachsman explains that the first wave {of professional} PR specialists emerged in 2018 — solely to be hit arduous by crypto winter towards the finish of the 12 months.



“We saw the exit of a number of firms, including global agencies at the time. And not many of them were there for the real ascent of the industry in 2020.” Wachsman himself was compelled to lay off 16 out of the 110 workers.

“It was rough because our team is so tight-knit that it felt like it was ripping out your left arm,” he says. But Wachsman survived and has since been joined by a raft of latest corporations.

One of these corporations is Yap Global. Samantha Yap started her profession as a broadcast journalist in Asia earlier than leaping the fence to PR and later turning into enamored with crypto. She based Yap Global in 2018, which has now grown to a crew of 10 with shoppers together with FTX, Enjin and Nexo.

One of the most misunderstood issues about PR, explains Yap, is that it’s not nearly creating and sending out messages. It’s additionally about fastidiously cultivating relationships with journalists and editors. “People forget that PR is not like advertising and marketing. It’s about relationships,” she says. “It’s a two-way street.”

At its finest, PR and journalism are a mutually helpful relationship, wherein journalists are related to related info and interviewees, whereas PR businesses are capable of get protection for his or her shoppers.

The relationship is vital to are inclined to, as when it goes improper, it may be very bad certainly. Foxley remembers a long-running feud between a widely known crypto PR company and CoinDesk after the editors had turn into sad with how some tales had performed out and blacklisted them.

“Some higher-profile people kept pitching us during it, and I think we stopped taking their stuff,” he says. Foxley remembers getting an ear-bashing from the PR agency’s founder at some point.

“He just went off on me about how we weren’t correctly running (the agency’s) stories. And I was like, ‘Bro, I’ve never talked to you before,’ and then it ended up just him and (executive editor) Marc Hochstein talking for two hours on the phone and him complaining about CoinDesk and then I think things normalized.”

PR on news tales

While PR brokers are sometimes tasked with chasing journalists, what’s equally vital is how they cope with journalists once they begin being chased themselves.

Journalists — who at all times want a response by 5 minutes in the past — could not respect how a lot work goes on behind the scenes, says Ankney. She works in-house for Anchorage, which in January was given the approval to launch the first federally chartered crypto financial institution in the United States.

“Pretty much everything that we say has to be legally approved, which I think is probably a part of why it’s hard for reporters if you need a source in two hours,” she says. “It’s definitely difficult sometimes to get things approved in time.”

One of the trickiest conditions for any PR skilled is how one can reply publicly throughout a disaster. One of the greatest “bad news” tales any crypto PR agency is more likely to cope with is an change hack, the place hundreds of thousands of {dollars} and hundreds of thousands of sad customers are concerned. 

Wachsman has labored with Kraken, Binance, Bitfinex and Bitso over the years and says the first order of business is to arrange an in depth plan on how to reply to a possible hack accounting for all the totally different stakeholders whereas protecting one eye on the authorized ramifications throughout a number of jurisdictions.

“When you work with an exchange, one of the first things you do is you prepare that playbook, and it’s quite extensive,” he says. Timely and correct updates are the solely option to play it, in accordance with him. “You need to go and give them as much information as you can, that you know for certain is accurate,” he explains.

“Or else, what you’re going to do is create — I’m going to call it — the shitstorm.”

In the previous, loads of exchanges have tried to spin a canopy story about “system maintenance” to cowl up a hack, however that’s taking part in with fireplace in a world of crowdsourced fact-checking by extremely motivated customers on social media.

“Everything is found out at some point,” says Foxley. “That’s just how it goes. Like you can’t keep a secret in crypto. That’s, like, the tagline, right: ‘Don’t trust, verify.’ So, I would not do that. I would be honest.”

*Thank you to Elias Ahonen for interviewing Samantha Yap for this story. 



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