What’s Included in Media PR for Blockchain projects and STO/IEO/ICO

The strategy for a project’s media PR is developed on a case-by-case basis, based on the particulars of the company’s business and target audience.

When should you start PR for an STO/IEO/ICO?

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Media mentions about an STO/IEO/ICO project help build the right opinion about the project among potential clients, since they will view the information as trustworthy. This is why it is very important to launch a PR campaign in the media long before the planned offering date. The nature and format of coin’s offering require the constant generation of positive news events around the project, since that is directly correlated with the level of interest from investors and, consequently, the capitalization level. For this reason, the view that the media should only be used as a marketing tool for the initial promotion of a company’s STO/IEO/ICO misses the mark.

Creating a media plan

An STO/IEO/ICO’s media plan refers to a framework for interacting with the media when it comes to promoting the project. Such a plan must be formed using the following factors:

The choice of platform
must depend on the preferences of the project’s target audience.
Content selection
The content can be news broadcasts, thematic programming, analytical overviews, or something else. The principle of matching the target audience also applies to this aspect.
Placement method
This can be mentioning the brand in thematic programming, including in news broadcasts; full-fledged content covering the company STO/IEO/ICO; or expert contributions from company representatives in outside media projects.
Other factors
Don’t forget to also pay attention to preferred publication times, methods for writing expert content, how to establish benchmark statistics, and many other factors.

Preparing expert content

The norms and laws of consumer behavior also apply to participating in a company’s initial coin offering. Before parting with their own money, investors will always check readily accessible reviews, think pieces, and commentary on the project. And even if no one trusts reviews on topic-specific forums anymore, “neutral” expert evaluations are still being used as a source of information, which is why collaborating with recognized, high-profile experts and topical resources on promotion has only become more relevant with time. The contents of a think piece, its main thrust, and methods of influencing the audience’s opinion are put in place by experience copywriters, which increases the effect of expert content, since they write in a neutral style that elicits in the audience an impression of complete objectivity.

Recommendations. Why is it better to turn to a professional than do this yourself?

Organizing an STO/IEO/ICO is a process that places a huge load on the company’s top executive and their team, so there is just not enough time to put together a well-developed marketing campaign, and expanding the company’s staff would significantly increase the base costs of the crowdsale process.
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Even if you decide to promote the coins offering using your own staff, the labor market is rather limited. There are very few experts in Blockchain PR, and given a shortage on the market, the cost of retaining that kind of expert is very high.
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Outsourcing companies have a full set of experts on staff, from copywriters and press attachés to SEO experts and narrowly specialized marketers.
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The advantages of working under an outsourcing contract are also worth mentioning. In addition to saving on promotion, you will also avoid drafting employment agreements and setting up new office space.
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