In crypto, attention is currency—and founders know it. But with every new project fighting for airtime, journalists are drowning in a sea of generic updates, spammy pitches, and hype-laced nonsense. If you’ve ever wondered why your “groundbreaking announcement” didn’t make the cut, this guide is for you.
Let’s get honest: crypto media doesn’t owe you coverage. But you can earn it, if you understand what they actually want.
1. What Makes a Pitch Worth Reading (And What Gets Ignored)
Editors and reporters at crypto publications like The Block, CoinDesk, Decrypt, and Bankless get hundreds of emails a week. Most of them are a mess. Long-winded intros, vague buzzwords, no relevance, no urgency—and worst of all, no story.
Here’s what gets ignored instantly:
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Subject lines like “Exciting partnership announcement!”
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Emails that start with “Dear Sir/Madam”
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Pitches that bury the news under five paragraphs of background
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Founders pitching themselves with no unique insight
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PR fluff with no proof, data, or relevance
And here’s what makes editors actually click:
✅ A Clear Subject Line
Think:
“ZK-rollup startup X raises $4M to onboard African remittance users”
Or
“Bitcoin-backed loans reach $1B on XYZ Protocol—what’s driving the trend?”
✅ Timeliness
If your product launched last week, it’s too late. If your token drops tomorrow, that’s pressure. Editors prioritize stories that are either breaking now or have an exclusive angle ahead of time.
✅ Actual News Value
Is this announcement the first of its kind? Does it break a new market? Tie into a broader trend? Newsworthy ≠ just “new.” It has to matter.
✅ Brevity + Structure
You’re writing to time-strapped pros. Respect their inbox. Format it like this:
What: We’re announcing a $5M pre-seed round led by XYZ Capital.
Why it matters: It’s the first L2 project focused entirely on refugee payment access in the Middle East.
Quote: Include a short, high-signal quote from the founder or backer.
Assets: Link to a press kit, images, or doc with embargo details.
2. Story vs. Noise: Positioning Your Update in Context
Crypto moves fast—and the media follows momentum. Your update doesn’t live in a vacuum, and if you pitch it like it does, you’re setting yourself up to be ignored.
Founders often mistake noise for news.
Just because something is happening in your project doesn’t mean it’s important. You have to make it relevant.
Ask Yourself:
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Why now?
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Who else is doing this—and how are we different?
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What macro or market trend does this plug into?
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Is there tension, surprise, or a contrarian angle?
Example of noise: “We’re thrilled to launch our NFT marketplace on Polygon.”
Example of story: “While most NFT marketplaces chase art and speculation, we’ve built one for climate data NFTs—partnered with environmental researchers and designed for open science.”
Context sells.
Good journalists aren’t just rewriting your press release. They’re building a narrative around how your news fits into what readers care about. Help them do that. Connect the dots for them.
3. How to Build Long-Term Relationships With Editors
Getting press isn’t a one-time transaction. The best founders don’t just “get coverage”—they become sources. That’s how you stay in the story long after your launch fades.
Here’s how to stop being a one-hit pitch spammer and become someone editors actually want in their inbox.
Think Like a Contributor, Not a Pitcher
Good founders:
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Offer insights before they ask for attention.
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Share market context or data even when it’s not about them.
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DM editors with “This trend might be interesting for your next piece.”
This builds trust—and earns you a spot as a recurring quote or source.
Be Human, Not Transactional
You’d be surprised how far a simple “thanks for covering XYZ” or “loved your take on Ethereum ETFs” goes. Most writers don’t get that. Don’t treat editors like vending machines. They’re people, not PR robots.
Build a Personal Media Kit
Have your bio, logo, high-res founder photos, recent headlines, and key numbers ready to go at all times. Save editors the hassle of digging. When you’re pitch-ready, you’re more likely to be published.
Don’t Be Afraid to Collaborate
Some outlets prefer exclusives. Some want quotes. Others want to see the embargo first. Ask:
“Is there a way we can make this easier or more relevant for your audience?”
Respect their timelines, don’t hound them at midnight, and don’t follow up five times in 48 hours.
BONUS: Things Crypto Media Hates
Just so we’re clear, here are a few instant red flags:
🚩 Fake Urgency
“Breaking: Our whitepaper is live!” = delete.
🚩 Pay-to-Play Expectations
Many founders assume that coverage = payment. Most respected journalists don’t take money for editorial.
🚩 Shilling Instead of Sharing
If your pitch reads like a tweet thread, it doesn’t belong in a media email.
🚩 Anonymous Founders with No Backstory
If you’re not doxxed, have no traction, and no one’s ever heard of you—getting press will be very hard. Start with niche platforms or podcast interviews first.
What To Do Instead
If you’re a young founder or launching something that’s not headline-worthy yet, here’s how to still get noticed:
1. Start With Niche Media
Sites like TechBullion, CryptoSlate, BeInCrypto, Blockonomi, CryptoNewsZ, and DailyCoin are more open to early-stage stories and features.
2. Write an Op-Ed or Guest Post
Share a hot take or unque insight in a 700–900 word piece. Avoid shilling. Solve a problem, share a trend, or call out a shift you’re seeing. Editors love opinionated pieces from credible voices.
3. Get Quoted Before You Get Featured
Comment on posts. Share research. Slide into inboxes with data, not hype. Build goodwill before asking for coverage.
TL;DR – Crypto Media Wants…
✅ Stories that matter, not just announcements.
✅ Clarity and context, not jargon and hype.
✅ Real relationships, not one-off asks.
✅ Pitch-ready packages, not messy PDFs or 10-paragraph walls.
✅ Founders with opinions, not founders who only talk about their token.
Final Thought
Crypto media isn’t the enemy. They’re your amplifier, if you approach them with respect, relevance, and readiness. Getting coverage is less about luck and more about alignment. Be newsworthy, not noisy. Be helpful, not demanding. And above all, build the kind of story that’s worth telling—because it actually adds something to the space.
Your inbox game is only as strong as your understanding of what editors care about. Now you know. Go pitch like a pro.
Need help crafting a story the media wants to cover?
Let’s talk strategy, positioning, or even rewrite your next pitch. You get one shot—let’s make it land.