PR Does
PR Does Not
Build media relationships that produce earned coverage
Generate direct leads or app downloads
Position founders as expert commentators
Replace community management on Discord or Telegram
Track syndication and measure real reach
Guarantee specific publications will cover you
Respond to journalist requests with fast expert commentary
Manufacture news when nothing newsworthy has happened
Select outlets based on audience fit and data
Push identical messaging without adapting to each outlet’s audience or editorial tone
Create credibility signals that improve conversion across channels
Act as a sales funnel on its own
How to Tell If Your PR Campaign Is Doing the Right Work
After the first month of a campaign, run three checks.
First, ask for a list of outlets pitched with the specific angle used for each. If every pitch is identical, the work is templated. A strong agency tailors every angle to the outlet it targets.
Second, ask for syndication data. If the agency only reports placement count, they are not tracking downstream value. You need to know how far each article traveled, not just that it went live.
Third, ask what the agency said “no” to. A good agency declines to pitch stories that lack news value. An agency that pitches everything without filtering is not selective, and that lack of selectivity dilutes your brand positioning over time.
Conclusion
A crypto PR agency selects media outlets based on audience fit, develops tailored pitches, maintains journalist relationships, responds to media requests with expert commentary, and tracks how far coverage spreads.
It does not generate direct leads, guarantee placements, replace community management, or manufacture news. Understanding this distinction before you hire prevents the expectation gap that frustrates most founders.
If your agency cannot explain what crypto PR includes and what it excludes, that is worth addressing before the next invoice arrives.
Disclaimer: This article is provided for informational purposes only. It is not offered or intended to be used as legal, tax, investment, financial, or other advice.
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