PR advice that crypto founders wish they’d heard sooner

cointelegraph.com:

Something I’ve noticed throughout my years as a PR consultant for dozens of crypto projects is that all founders want good PR, but few understand what it looks like. Founders and CEOs come to PR firms in the hopes that they will shape their image in the press, and about halfway through the engagement together, they tend to say, “Wow, I really see the value of this now. I understand how this works.”

And that’s great. The value of effective public relations is priceless, regardless of whether the client understands that right away. When a founder is able to cultivate a strong media presence and name recognition—when their publicist helps them say the right thing, at the right time, in the right outlet—that can translate into a strong reputation and, eventually, leads.

But the truth is, the sooner the founder understands that, the more effective the PR and the faster the results. My goal in writing this article is to help crypto and blockchain founders approach PR from a place of knowledge and come prepared to work hand in hand with their publicist to produce the best results early on. I often tell founders that PR is a marathon, not a race. Let’s go over some key tips for founders who want to win it.

There are founders across the span of tech that will hire a PR agency to achieve marketing goals. That’s a misstep that ends up leaving all parties frustrated and wasting the potential for an effective PR strategy. But what does “effective” mean in PR? What can PR accomplish that marketing can’t? 

Let’s imagine for a moment a situation in which your startup has been executing only marketing campaigns. Even if your key performance indicators (KPIs) are perfect, any VC or potential investor searching you on Google will only find