Table of Contents
If you are working in crypto, there is always something to share; maybe it is a protocol upgrade, a new staking model, or your long-awaited audit results. But let us be honest: most press releases sound the same. A bunch of tech jargon stacked on vague promises, topped off with a quote no one remembers. If you want people to actually care about your update, your press release has to do more than just exist—it has to land.
Start With Why It Matters, Not Marketing Filler
People do not read past the first sentence if it does not grab them. So do not waste that line with buzzwords or empty excitement. Just tell them what is new, what changed, and why they should give a damn. Are gas fees going down? Are users getting faster access? Is some real value being unlocked? Get to that first. “We launched a Layer Two that cuts gas fees by forty percent and brings swaps under two seconds” is way more compelling than “We are proud to announce the launch of our next generation blockchain solution.” Be direct, be specific, and above all—be useful.
Know Who You Are Talking To
Crypto is not one audience—it is a hundred micro-communities moving at different speeds. Traders, developers, DAOs, NFT collectors—they all care about different things. Do not send a generic release to everyone. If you are launching a developer tool, write like you are talking to builders. If it is a decentralized finance yield product, focus on total value locked, annual percentage rate, and integrations. Segment your message and outreach. The more targeted your release is, the more likely someone is going to stop and read it.
Show the Receipts: Numbers, Timelines, and Builder Quotes
You cannot just say something is better. You have to show it. That means real numbers—”gas fees dropped from zero point zero zero zero five ETH to zero point zero zero zero three ETH,” or “execution time improved by fifty percent.” If you ran a closed alpha, share the results. If you had an audit, link it. And if you are including quotes, pull them from the people writing the code—not just the people raising the funds. A short, clear quote from an engineer goes further than a corporate canned line about being “thrilled.”
Keep It Conversational
Your release should sound like it was written by someone who actually uses the product—not a lawyer. Use plain language. Keep the sentences clean. Avoid passive voice and long-winded explanations. If you are introducing a technical term, take a second to explain it simply. People can smell nonsense from a mile away—so write like you are explaining this to a smart friend over Telegram.
Give Journalists and Creators the Tools to Tell Your Story
Nobody wants to reformat your PDF or dig through your blog to find a usable screenshot. Package your release so it is ready to share: clean text, high resolution logo, one good chart or graph, and direct links to documentation, audits, or GitHub. Add a TLDR up top with three to five bullet points. Bonus if you have a community-ready meme or short video clip. The easier you make it to pick up your story, the more likely it gets picked up.
Timing Is Not Everything, But It Helps
There are better and worse days to ship news. Do not drop your release on a Friday evening and expect magic. Aim for mid-week, ideally midday Coordinated Universal Time so it lands across time zones. Before you publish, check if there is big macro news hitting—major hack, token unlock, or Ethereum fork. If it is noisy out there, hold the line. You only get one shot at “new,” so do not waste it.
Get Your Community Involved Early
Your press release does not just live in inboxes—it lives on Twitter, in Discords, on Farcaster, and in decentralized autonomous organization forums. Let your power users know early. Share drafts with trusted voices who can help you shape it or give signal boost when it drops. Write tweet-sized takeaways and Reddit headlines so others can easily reshare in their own voice. A good release gets traction because others help carry it—not because you paid for a wire service.
You Can Offer Exclusives Without Being Annoying
Media likes early access, especially if you are launching something big. That does not mean you hold back the story. Share everything, just offer a few reporters or creators an early angle—maybe it is first dibs on a quote, an interview, or access to data. Make it easy for them to say yes and do not make them jump through hoops.
Follow Up With Intent
Do not ghost your own announcement. Once you hit send, be available. After a few hours, follow up with key contacts, but keep it tight. One or two lines reminding them of the core news, with a direct link to the most useful asset. No need to nag—just make it easy for them to cover it. And if they respond? Move quickly. A window of interest can close fast.
Learn Something Every Time
After the dust settles, take a beat and look at what happened. What headlines worked? What got clicks? What got ignored? Start keeping a running log—open rates, social traction, even internal reactions. Crypto moves fast, but if you want to communicate better with each release, you need to pay attention to the details and iterate.
Conclusion
People have limited patience. If you want them to read what you wrote, respect their time. Do not overexplain. Do not bury the lede. Just give them something real—an update, a win, a moment of progress. Say what happened. Say what is next. Make it easy to understand and hard to ignore. That is the kind of press release that actually gets read.
