A playbook built for the way crypto moves.
Seven steps from brief to breakthrough — a repeatable, transparent process engineered for the speed, scrutiny and narrative density of Web3 news cycles.
Discovery & narrative audit
Before we touch a single press release, we map the ground. Who you serve, how you’re perceived today, what stories your competitors already own, and which narratives have momentum in the outlets that matter to your audience.
- Stakeholder interviews across founders, product, investors and community
- Coverage audit — what’s been said about you and about the category
- Narrative landscape map — adjacent players, narrative white space, risks
- Audience & journalist overlap analysis
Positioning & messaging
We translate discovery into a sharp, defensible position — then a messaging system the whole team can use without sounding like a press release.
- Core positioning statement (one sentence, defensible against competitors)
- Message pillars — the three or four story arcs we’ll play for the year
- Proof point bank — the data, quotes and references journalists actually need
- Tone of voice guide — how you sound in a press release vs. on X vs. in an op-ed
Media & KOL mapping
Tiered lists of outlets, reporters and creators matched to your narrative — not generic template lists. We score each target on beat fit, recency of relevant coverage, audience overlap and our ability to get a response.
- Tier-1, tier-2 and niche trade publications, with beat owner per outlet
- KOL shortlist across X, YouTube and regional platforms — vetted for engagement quality
- Analyst and podcast target list
- Embargo and exclusive relationship map for major moments
Story engineering
We build the calendar of announcements, op-eds, data stories, interviews and timely newsjacks that turns positioning into sustained coverage — designed around your product roadmap, not the agency’s billing cycle.
- Announcement pipeline — launches, upgrades, partnerships, milestones
- Thought leadership program — bylines, op-eds and interviews
- Data journalism — turning your on-chain and product data into news
- Newsjacking framework — what we chase, what we skip, within hours
Outreach & placement
Direct pitching to mapped reporters, embargoed rollouts, exclusives with tier-1 outlets, and Chainwire / PR distribution where wire coverage compounds rather than competes with earned media.
- Personalised pitches written to each reporter’s recent beat
- Embargoed launches, coordinated across time zones
- Exclusive placements with the outlets whose audience matters most
- Wire services for broad reach, used as amplification not substitute
Amplification
Every earned win is an input to the next campaign. KOLs, social, community and paid layers compound the coverage so one tier-1 placement becomes a week of visibility.
- KOL activation calendars synced with press hits
- Owned-channel content packs — X threads, LinkedIn, newsletter
- Community briefings for Discord, Telegram and regional channels
- Paid amplification where the earned signal justifies the spend
Measurement & iteration
Coverage counts are a starting point, not an answer. We report on placements, reach, sentiment, share of voice, and the downstream signals — pipeline, partnerships, talent inbound — that tell us whether the program is doing its real job.
- Monthly dashboards with placements, reach, sentiment and SOV
- Quarterly narrative review — what’s working, what to retire
- Attribution conversations with sales, product and talent teams
- Iterative playbook adjustments — this document is never frozen
Bring us into step 01.
Tell us what you’re building. We’ll come back with a tailored plan — not a generic deck.