Crypto Press Release: The Complete Writing and Distribution Guide

November 21, 2022

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Press releases are widely regarded as a tool for gaining media coverage. A press release can become your best bet for officially communicating with your audience about anything going on with your brand.

In this article, we will discuss the specific guidelines for writing a crypto press release that garners attention and results.

What's in the article:

  • What is a press release?
  • Benefits of a press release
  • Types of press release for crypto projects?
  • How to write a crypto press release
  • Pitfalls to avoid
  • Best press release distribution services for crypto projects

What is a press release?

A press release is an official statement issued by a business to news media outlets and independent publishers to provide information about a specific subject, make an official statement, or make an announcement to a specific audience.

A press release published on a top crypto-centric news website is an excellent way to quickly draw attention to your brand. Because press releases are typically written by the company or a marketing agency on their behalf, they provide a lot of control over the message in the content.

A press release is an important communication and marketing method that can be used to strengthen relationships with news and media outlets, generate social proof, and increase SEO traffic.

When done correctly, a press release can be a powerful tool for spreading the word about the exciting things your business is doing such as launching a new NFT, token, cryptocurrency, or blockchain platform.

Benefits of a press release

Let's discuss five reasons a press release should be a part of your crypto marketing strategy.

  • One of the best ways to attract the attention of expert investors and token holders in the web3 space is through press releases.
  • A press release can be an outstanding way to connect with media outlets and journalists.
  • A well-written press release that incorporates SEO best practices for search engines can assist you in increasing SEO traffic on your website.
  • Press releases make it simple to distribute announcements to the intended audience.
  • Press releases are an excellent way to raise awareness of your company's name and features.

Types of press release for crypto projects

1. New product or token launch

This type of press release is useful for spreading the word about new solutions, such as a DApp or NFT, that your web3 project will soon be offering. It is critical to include key information in the product/token announcement press release, such as:

  • Specifications
  • Launch date
  • Pricing
  • Tokens available
  • Utility
  • Any other details that your target audience should know about
example of a product launch pr
Source: PR Newswire

2. Updates and announcements

Product updates and expansions, like new product launches, are prime candidates for promotion. Explain the change, why it was implemented, and how it benefits the consumer.

example of updates and announcements pr
Source: PR Newswire

3. Crypto events

Event press releases provide specific details about an event so that their target audience can be informed. These types of press releases are an important part of event marketing because they attract coverage from news sources and other media outlets.

Key details to include:

  • What the event is about
  • Location
  • Timing
  • Who should consider attending
  • Pricing, etc
Example of a crypto event pr
Source: PR Newswire

4. New partnerships

Putting out a press release announcing a collaboration is a win-win promotion strategy for both parties involved. To execute this type of release effectively, write an overview about both brands, why the partnership was formed, who benefits, and any other key information for future and current stakeholders.

Take, as an example, the press release published by the major cryptocurrency exchange Binance announcing their collaboration with Cristiano Ronaldo in releasing his first NFT collection.

Example of new partnership pr
Source: PR Newswire

5. Executive promotion and hiring

Executives typically serve as the company's public face, and a press release helps to kick off their new role. This form of news release is designed to establish an individual's or an institution's credibility in a given domain.

It may include biographical information, a photo, and other essential elements to show their reputation.

Here's a good example from Algorand Foundation:

Example of hiring press release
Source: PR Newswire

6. Awards

Press releases announcing accolades and successes help to establish your organization as an authority in your field.

A news release of this type includes information about the firm and why they were given the award, as well as facts about the award itself and the event.

Let's get into how to write a crypto press release

1. The anatomy of a perfect crypto press release

It is also vital to understand the press release structure in order to write the best crypto press release. You should write it in a newsy, simple manner so that a journalist considering writing about it might envision it as an article on their news website.

Here’s a recommended template you should use to write a crypto press release:

format of the perfect crypto press release

2. Find your hook

When writing a press release, the most crucial thing to do first is to choose a hook that will entice your readers and journalists to open your crypto press release. Working on a hook is essential if you want your press release to be noteworthy, and it also raises the likelihood of your press release being shareable on social media.

3. Catchy headline

Because the headline of your press release is the first thing people will read, having a catchy headline is essential for success. You just have one line to work with, which can be intimidating, but think about your words carefully to make your headline interesting.

Most importantly, make it interesting: Remember that journalists receive dozens, if not hundreds, of press releases each day, so take the time to develop a fascinating headline. The particular headline you select is very dependent on what you're announcing. Try to keep it brief. This makes it easier to read and more visually appealing.

Here's an example of a headline we created for Wolves of Rome to announce the launch of their trading card NFT collection:

Example of a good headline in a PR
Source: Wolves of Rome

4. Add context with your sub-headline

Most press release distribution websites allow you to include a subheadline with your release. However, sub-headlines are frequently overlooked by writers, but we strongly advise taking advantage of this important space. Basically, a sub-headline contextualizes your headline.

A solid sub-headline should answer the most irate readers' questions about why you're publishing the press release. It should be long enough to cover the important while remaining concise.

example of a good subheadline from immutable x
Source: PR Newswire

5. Its time to write the body copy

The body of your press release should begin with a lead. A lead is the first paragraph of your press release and can make or break a news release in terms of media coverage. The lead should begin with the most interesting content in your release. Consider your lead to be the elevator pitch for what your brand is doing new. Make it as appealing as possible.

Use the opening paragraph to introduce:

  • Purpose of the announcement
  • An important stat or figure in your industry
  • A new finding in your industry
  • New cryptocurrency or blockchain technology

After creating an engaging introduction, the next step is to dig into additional specifics about your press release. Give your readers the vital insights and background information they need to understand why this press release is newsworthy.

Details that improve your narrative, such as creative or notable ways your organization produced the project or news at hand should be included here. Alternatively, if applicable, comment on the long-term effects of your announcement.

Newsjacking is another effective approach to add value to your press release. It is a method of making your press release more valuable to the writer and reader by linking it to something that is trending.

Important elements to include in your crypto press release:

1. Include quotes

Consider including a quote or two in your press release to make the information more interesting. Quotes related to the content of a news release can provide credibility to it, allowing readers to connect with the story. They add a different perspective to the text, making it more diverse, and they can quickly make your work more engaging and readable.

Furthermore, journalists are more likely to think a story is newsworthy if an official testimonial is included in the press release.

Here's an example from Google Cloud and Coinbase:

example of how to use quotes in pr
Source: PR Newswire

2. Cite sources

Make sure to cite any external sources you include in your press release. This will increase your credibility in the eyes of your viewers. It is critical to ensure that everything you are linking to is legitimate.

Unless you're citing your sources at the bottom of your press releases, we don't advocate displaying the entire URL. Make your links appear more natural by using anchor text.

3. Include data and stats (journalists love it!)

Data and statistics are excellent tools to gain attention since journalists can quickly include them in their stories. Data and statistics offer something new to the table that is supported by real-world data.

Furthermore, unlike most dull press releases, the data and statistics should be about something intriguing that journalists will be interested in covering. If you conducted your own research, you should incorporate it because it demonstrates that your company is knowledgeable about the subject or industry.

4. Use bullet points

You can utilize bullet points at the beginning of your press release to describe the key points. Keep bullet points to 1-3 medium-length crisp phrases, with keywords and supporting keywords included.

Here's how Messari used bullets points in their press release to highlight the main points:

example of using bullet points in a press release
Source: Cointelegraph

6. Add multimedia

Visuals may be a great way to grab people's attention, so don't be hesitant to incorporate them in your press release. Add pictures to the story to help it stand out. When you do, make certain that the graphics you select are high-quality, high-resolution images. Visuals in a press release are a wonderful PR strategy, but they must be relevant and aesthetically appealing to achieve the desired outcomes.

7. Boilerplate

The boilerplate is your company's short bio, and it is the best strategy to end your press release. It should appear on every press release you issue. In the first paragraph, describe what your brand performs in simple terms and offer a link to your company's website.

Ideally, you should have the following details in your boilerplate:

  • Your brand name
  • A mission statement
  • Founding dates
  • An update on the mission statement

Example of a boilerplate from Immutable X

Boilerplate example in a crypto press release
Source: PR Newswire

8. Include your contact details

Every press release requires contact information. Bloggers and journalists who want to write about your news can then contact you for more information or a quote.

Make sure to include the following details:

  • Point of contact: Name and job title of the person to contact for additional information
  • Email address: Give them the best option for contacting the selected point of contact. You could also mention your email address.
  • Phone number: In case they'd prefer the phone to email.

Here's how it looks in your press release

example of contact details in a press release
Source: PR Newswire

Important tips when writing a crypto press release

  • Always write in third person (Basically don't use “I”, “we”, or “you”).
  • Your press release should be written in the style of a newspaper article. For your press release, you can utilize the AP style format, which is commonly used by journalists.
  • Make sure your release is formatted for skimmers.
  • Because you can't easily go back and make changes to a release after it's live, make sure it's properly edited and error-free.
  • Find journalists and writers who wish to write about your project and share your press release with them directly if you want more media outlets to cover it.
  • Keep it short and to the point, ideally, no longer than 500 words.

Best press release distribution services for crypto projects

Sure, you can just post your press release on your own website. However, using a press release distribution service will yield better outcomes. A Crypto PR Distribution service is a platform or organization that enables Web3 businesses to swiftly and affordably post press releases to leading crypto news sites and blogs.

You can go ahead and post your press release on a web2-native service for press release distribution. But, we strongly advise you to use crypto and blockchain-related media outlets as well.

Read more: An Introduction To Decentralised Advertising And Its Benefits

1. Chainwire

Distribution partners

  • CryptoPotato
  • Cointelegraph
  • AMB Crypto
  • CoinMarketCap
  • CoinCheckup
  • Crypto News Flash
  • CoinIntelligence
  • DailyCoin
  • Crypto Briefing
  • CoinGape
  • CoinFunda
  • ZyCrypto
  • Crypto Globe
  • ChainBits
  • Cryptonews
  • OBN
  • CoinText


  • Lite: $1,399
  • Standard: $2,499
  • Premium: $6,499
  • Gold: $13,499

2. Cointraffic

Distribution partners

  • AMB Crypto
  • Bitcoinist
  • BTC Echo
  • CoinGecko
  • CoinMarketCal
  • CoinWarz
  • CryptoDaily
  • Crypto Globe
  • DigitalCoin
  • GlobalCoin
  • Coincodex
  • News BTC
  • The Daily Hodl
  • WorldCoinIndex
  • Wallstreet: Online
  • WalletInvestor
  • Live CoinWatch
  • CoinGrape

3. Coinscribble

Distribution partners

  • Cointelegraph
  • BeInCrypto
  • CoinMarketCap
  • News BTC
  • Coincodex
  • AMB Crypto
  • Cryptonews
  • NFT Lately
  • Blockonomi
  • Benzinga
  • NFT Evening
  • Crypto Daily


  • Starter: $2,999.99
  • Launch: $8,999.99
  • Hyper-growth: $20,999.99

Read more: 7 Blockchain-based Marketing Platforms You Need to Know About

We’re here to help 😃

Press releases continue to be one of the most effective strategies to reach your target audience in the web3 space as well. The key to sticking out is to ensure that your press release is professionally written and clearly demonstrates what you're promoting and why it's important to your target audience.

In addition, we provide assistance with press release distribution management to increase both the paid and organic distribution of your press releases.

Learn more about web3 marketing

The Ultimate Web3 Marketing Guide For Every Brand

The Best Crypto Marketing Guide For 2022

Consider These Five DAO Marketing Strategies When Launching Your DAO

The Ultimate Guide to Crypto Content Marketing in 2022

The Ultimate White Paper Guide for your Blockchain Project

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