Top Tips for Crypto Communications

By Arthur Instone, Financial Services

This blog explores effective crypto communication strategies during the current bull run. It covers the importance of simplifying complex concepts, knowing when to use press channels, and diversifying beyond traditional media to engage new audiences. Build trust, increase brand awareness, and connect with investors and the public through effective messaging.

“Bitcoin’s big bang moment is impossible to ignore”… a headline like this would have seemed inconceivable two years ago when FTX—a leading exchange once valued at $32 billion—filed for Chapter 11 bankruptcy, marking one of the darkest moments in crypto’s sixteen-year history.

How times change. This was, in fact, the Financial Times’ leading story on 13 November 2024. Following the rally spurred by Trump’s election victory, crypto has indeed become impossible to ignore. Bitcoin has surpassed record highs of over $90,000 as more investors flock to join the bull run and stake their claim.

Crypto is enjoying its moment in the sun and this renewed attention presents an unparalleled opportunity for crypto firms to speak to an audience of new users and investors. Against this backdrop, crypto firms need a carefully thought-out PR and marketing strategy that clearly communicates their value proposition.

Make It Relatable

The crypto industry is notorious for its complex jargon. Terms like “blockchain consensus,” “hash rate,” and “DeFi protocols” are often second nature to industry insiders but alien to newcomers.

With the current bull run set to attract new and inexperienced investors, crypto firms must ensure that their communications are clear, relatable, and jargon-free. Simplifying complex concepts and using accessible language can help demystify the industry, helping to welcome newcomers who might otherwise feel like outsiders engaging with a new asset class.

This is vital for crypto firms. By speaking in a way that resonates with non-experts, crypto firms can bridge the gap between technical innovation and mainstream understanding, driving broader adoption and helping to build a more inclusive ecosystem.

When and how to use press outreach

One of the most fundamental pillars of any communications strategy: accept that journalists won’t always be interested in you.

The crypto space is brimming with innovative products and services, from identity authentication to custody storage security. However, not every single one will capture a journalist’s interest. Product launches and upgrades, while exciting within the community, are often better suited to owned channels like blogs, newsletters, or social media rather than earned media.

Attempting to push a product-centric press release can quickly turn off journalists, particularly those at major outlets like CoinDesk and The Block, who are more interested in expert commentary, market analysis, and timely perspectives on broader industry trends.

The allure of press outreach can be tempting, but crypto firms should carefully consider if it’s truly the most suitable way to promote a piece of content. By aligning their content with what journalists are actively covering, crypto firms can establish themselves as credible thought leaders and valuable sources of insight.

Engaging audiences beyond traditional media

The bull run is attracting new entrants to the market, and crypto firms need to recognise that many of these people may not regularly follow traditional news outlets—or be interested in them at all.

If crypto firms want to engage this audience effectively, they need to focus on the channels and forums where these people spend their time—platforms like Reddit, YouTube, Instagram, and other forms of social media.

By joining these channels, crypto firms can reach a genuinely global audience through more engaging and relatable content.

This approach also allows for the sharing of information that might not be suitable for traditional media placement, such as in-depth tutorials, educational resources, and interactive content like social media polls. It will also help crypto firms cultivate deeper relationships with their users and increase brand recognition outside of their traditional follower base.

Building trust and addressing reputational challenges

As Katie Martin at the Financial Times rightly puts it, there is an undeniable feeling of “vibes and vision” around crypto at the moment. But for all the positive vibes, the crypto industry should not forget the reputational challenges it faces.

For much of its existence, crypto’s image has been marred by high-profile instances of fraud and Ponzi schemes, and is often associated with illicit activity. A lack of understanding also remains a fundamental barrier to adoption. According to Visa’s Crypto Phenomenon Report, over half of non-users cite the steep learning curve in understanding crypto as the main reason they haven’t engaged yet.

It is therefore more important than ever that crypto firms have a carefully thought-out PR strategy – underpinned by transparency, precision and clarity of message across multiple media channels – to capitalise on the market’s increasingly diverse and expanding audience.

Aspectus has been building crypto reputations since the industry’s infancy. Our team blends deep expertise in blockchain technology, fintech and capital markets, with a laser-sharp focus on staying ahead of industry trends and regulatory developments.

We understand the evolving landscape of digital assets, from upcoming regulatory shifts to market dynamics, and maintain long-standing relationships with journalists who trust us to work collaboratively in shaping compelling, timely stories.

As crypto adoption grows, it is vital that firms are proactive in building brand trust and credibility. To find out more about how Aspectus can support you on this journey, get in touch here.

Key takeaways:

Q: Why is clear communication crucial during a crypto bull run?

A: New investors are entering the market, making it essential to simplify complex concepts and use relatable messaging to drive engagement and adoption.

Q: Should crypto firms rely solely on traditional media for PR?

A: No, firms should use a mix of owned, earned, and digital channels to reach more diverse audiences, including social media platforms.

Q: How can crypto firms overcome reputational challenges?

A: By communicating transparently, focusing on education, and using multiple media channels, firms can build trust and credibility with a broad audience.