What does PR for a Web3 project include?
PR for a crypto project consists of three different tools with different mechanics: press release, sponsored article, and interview or editorial note. A press release is the distribution of a ready-made piece through a network of partner publications — it is almost always placed quickly. A sponsored article is a paid placement under the publication's brand with a mandatory "sponsored content" or "partner content" label where required by the publication. Interviews and editorial notes are not a direct purchase but involve coordinating the topic with the editorial team, and the decision to publish rests with the publication.
We cover the full range: press release distribution, sponsored articles, founder interviews, thought leadership pieces, and reputation and crisis PR for complex situations.
Honestly: buying placement does not mean buying editorial opinion — sponsored content is labeled as advertising, not presented as an independent article.
In which publications do we place materials?
- Cointelegraph and CoinDesk — flagship crypto publications with the broadest reach in the niche.
- Decrypt and The Block — publications with strong reputations among technical audiences.
- BeInCrypto, CryptoSlate, and U.Today — mid-reach segment with faster placement.
- Bitcoin.com and Crypto.news — large reader base beyond the trader audience.
- Mainstream financial publications — for news that interests audiences beyond crypto.
- Regional crypto media — for a specific language or market.
- Crypto media newsletters — sponsoring a block in a weekly digest.
- Conferences and awards — participation and nominations in industry events.
The set of publications for a specific piece is selected based on the topic: not every news item fits mainstream media, and not every publication accepts materials about new tokens without additional review.
How much does a publication cost and what determines the price?
The price of an article primarily depends on the publication's reach and reputation, not the length of the material.
| Publication / Format | What's included | Price |
|---|---|---|
| Press release distribution | publication through a network of partner publications | from $350 / campaign |
| Regional or niche publication | sponsored article | from $250 / article |
| BeInCrypto, CryptoSlate, U.Today | sponsored article | from $400 / article |
| Decrypt, The Block | sponsored article | from $650 / article |
| Cointelegraph, CoinDesk | sponsored article | from $800 / article |
| Mainstream financial publication | sponsored article | from $3,500 / article |
| Founder interview | preparation and coordination with editorial team | from $1,100 / campaign |
| Newsletter sponsorship or award | placement or nomination | from $450 / campaign |
| Crisis PR | monthly support | from $800 / month |
| Thought leadership pieces | monthly retainer for publications | from $1,350 / month |
Publications like Cointelegraph and CoinDesk moderate topics and may refuse placement even if payment is agreed — this is the editorial team's decision, not the agency's.
How does the editorial team decide on publication?
For press releases, there is almost no moderation — the material passes through the distribution network automatically if it fits the platform's format. For sponsored articles, the editorial team usually checks the topic against the publication's guidelines, for example, they do not accept materials with direct promises of returns, and may ask to rephrase certain paragraphs. For interviews and editorial notes, the decision rests entirely with the journalist or editor — consent to publish is not purchased but coordinated based on topic and news angle, and the draft usually goes through several rounds of edits from both sides.
We prepare the material in the format of the specific publication, handle the approval of edits, and monitor publication deadlines. What we do not control: whether a particular journalist decides to write about the project on their own initiative, and when exactly the material will be published by outlets with long editorial queues — sometimes it takes several weeks of waiting in the editorial schedule.
What to do during a reputation crisis or wave of negativity?
If a wave of criticism arises around a project — due to a protocol incident, a promised delay, a community conflict — crisis PR helps build consistent communication: an official statement, media responses, synchronization of messages between the team and community managers. Reputation management is longer-term work: systematic monitoring of mentions and consistent publication of materials that form an objective picture of the project.
Honestly: PR cannot remove an already published negative article from search results or force a publication to delete an article — this only happens by the publication's own decision and usually requires legal grounds. We work with what we can actually control: the quality and frequency of our own publications and the speed of the official response.
What to combine with a PR campaign?
Publication in media works best as part of a broader activity around a single news event, rather than on its own. A press release about a listing logically pairs with trending placement on the same days, from $2,000 / 24 h, and a founder interview should be synchronized with KOL posts that repost the material to their audience and add their own commentary.
For projects that want to secure mentions not only in crypto media but also in AI system responses like ChatGPT and Perplexity, there is a separate digital PR for GEO/AEO direction — such publications become sources that the model can reference when forming a direct answer to the user.
Prices
| Service | Price | Quote |
|---|---|---|
| Press Releases | from $350 / campaign | |
| Crypto Sponsored Articles | from $400 / article | |
| CoinDesk PR | from $3,500 / article | |
| Crypto Media PR | from $800 / article | |
| Financial Media | from $1,100 / campaign | |
| Regional PR | from $250 / article | |
| Crypto Founder Interviews & Publications | from $650 / article | |
| Thought Leadership | from $800 / month | |
| Handle FUD Crypto | on request | |
| Project Reputation | from $1,350 / month | |
| Event PR | on request | |
| Newsletter Sponsorships | from $450 / campaign |
Starting prices in USD. Custom bundles and volume discounts on request. Payment in USDT, USDC, BTC, ETH, SOL, TON or your project token.
Frequently asked questions
How much does a press release about a token launch cost?
Press release distribution through a network of partner publications starts from $350 / campaign. This price includes text preparation for the distribution format and publication; individual major outlets like Cointelegraph or CoinDesk charge their own rates for sponsored articles — from $800 / article — if an exclusive piece is needed rather than general distribution.
How is a sponsored article different from a regular news story in the media?
A sponsored article is a paid placement that the publication labels as advertising or partner content, with the topic and format coordinated with the client. A regular editorial news story is written by a journalist on their own initiative if they consider the news angle significant enough — such placement cannot be purchased directly, only by proposing the news angle and waiting for the editorial team's decision.
Do you guarantee publication on Cointelegraph or CoinDesk?
We guarantee preparation of the material in the publication's format and submission for approval, but not the final editorial decision — major outlets moderate topics and may refuse even if payment is agreed. If the material does not pass moderation at one publication, we offer an alternative platform of a comparable level at no additional cost for the selection.
How long does it take to publish a founder interview?
From topic coordination with the editorial team to publication, it usually takes from one to several weeks — depending on the publication's workload and whether additional clarifications are needed during preparation. The cost of organizing an interview starts from $1,100 / campaign, and the publication timeline is determined by the editorial team independently.
Can I order PR only in publications in a specific language?
Yes, there is a separate direction for this — regional crypto media: we select publications for a specific language or market if the project's audience is concentrated in one region. This is cheaper and faster than publishing in a global mainstream outlet and often generates more relevant engagement from the target audience.
Can PR remove a negative article about a project from search results?
No, we do not remove others' publications — only the publication itself can do that, usually on legal grounds. What actually works is systematic publication of your own materials and official statements, which over time form a more complete and up-to-date picture around the topic. This is part of reputation management and crisis PR.
Is it mandatory to label a sponsored article as advertising?
Yes, we only work with publications that openly label sponsored content — this is a requirement of the platforms themselves and, in many jurisdictions, a legal requirement. We do not place material without such a label that is presented as an independent editorial article.
Tell us about your project
Answer four quick questions and a manager will send you a plan, timing and a price range within the hour. Everything stays confidential.
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