As the founder of TokenPR, I often find myself connecting with visionary blockchain entrepreneurs from all corners of the globe. Whether it's an early morning video call over a cup of coffee or a late-night Google Meet session to accommodate different time zones, these chats are always enlightening. We delve into conversations about their brand's journey, their mission, and the transformative potential they see in the blockchain space. I share the story of TokenPR—how we’ve carved out our niche in this rapidly evolving industry—and discuss our approach to public relations, which combines creativity, strategic thinking, and deep industry knowledge.
But then comes the pivotal question: "What kind of PR support do you need?"
The responses are as varied as the blockchain projects themselves. Some founders have a clear roadmap for their PR needs, while others are still figuring out what PR truly entails. And then there’s a significant number who look to us for guidance, hoping we can help them define the very strategy they need.
To simplify these conversations, I’ve created a guide for blockchain entrepreneurs to use when evaluating PR firms. Here’s how to ensure you choose the right partner for your brand:
1. What Core Services Does Your Agency Offer?
In the ever-blurring lines between PR, marketing, and social media, it’s crucial to understand what services an agency provides. In the blockchain world, PR can encompass everything from media relations to community building on platforms like Discord and Telegram. Make this your starting question to ensure the agency aligns with your specific needs.
2. Who Will Be Handling My Account Daily?
During initial meetings, you’ll likely interact with the agency’s senior leadership. But once the partnership begins, who will manage your account on a day-to-day basis? Especially for emerging blockchain projects, it’s vital to ensure that you’re not handed off to a junior team member who may not fully grasp the complexities of your project. Ask early on who your main point of contact will be and how often you’ll have access to the agency's senior team.
3. Do You Work with Partner Agencies?
In the blockchain sector, the need for specialized services—like tokenomics, smart contract audits, or influencer marketing on crypto-specific platforms—is common. Often, PR firms collaborate with partner agencies to deliver a comprehensive strategy. Don’t hesitate to ask if the firm has established partnerships that can bring additional expertise to your campaign.
4. What Is Your Network Like?
No PR agency operates in a vacuum, and blockchain PR is no different. Agencies often collaborate with external experts, such as content creators, developers, or event organizers, to execute a campaign. Ask for examples of past collaborations and outcomes. This will give you insight into the caliber of the agency’s network and how it can benefit your project.
5. How Will My Budget Impact the Strategy?
The blockchain industry sees everything from grassroots projects to multi-million-dollar ICOs, and each requires a tailored approach. Your budget will influence not just the tactics but also the platforms and influencers that will be effective for your campaign. A transparent discussion about budget is crucial to set realistic expectations and maximize your ROI.
6. What Budget Do You Recommend?
PR agencies typically work on a retainer basis, but there can be additional costs depending on your campaign needs. Whether it’s a one-time launch event or ongoing community management, understanding the full scope of expenses will help you plan effectively. A successful blockchain PR campaign often involves more than just media outreach—it might include community events, AMAs, or strategic partnerships. Make sure the agency acknowledges these factors in their budget proposal.
7. Will You Be an Active Partner in My Project?
Rather than just asking how results are measured, consider the agency's willingness to be a true partner in your project. PR in the blockchain space isn’t just about media hits; it’s about building trust and engagement within the community. You want an agency that will be as invested in your success as you are—one that’s willing to participate in strategy meetings, adapt to changes in the project, and proactively seek opportunities to elevate your brand. A PR firm should be so embedded in your product, outsiders don't realize they are not directly on the executive team.
In the fast-paced world of blockchain, having a PR team that feels like an extension of your own is invaluable. They should be as committed to your vision as you are, helping to navigate the complexities of the market and building a lasting presence in the industry.
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