February 13, 2023

Web3 Public Relations - The guide

The next phase of the internet is here. The emergence of web3 has ushered in new and impactful trends. These, combined with new technologies, have allowed brands to adopt more innovative and effective methods for connecting with the public. Here, I present a guide for web3 public relations, examining what web3 is, why web3 PR is so important, and how to create an effective PR strategy, along with examples.

What is Web 3.0? What is the difference with web 2.0?

Web3 refers to the latest generation of the web, characterized by increased intelligence, hyper-personalization, and automation. It is envisioned as a more intelligent and interconnected web, where information is easily accessible and machines interact seamlessly. It is also known as the "Semantic Web." Web1 was the first stage. There was little user interaction, and most of the information came from directories. Web2 is the current stage of the web, characterized by user-generated content, social networking, and increased collaboration and communication. Web 2 sites, such as Facebook, YouTube, and Wikipedia, are based on user contributions and interactions and have revolutionized how we consume and share information.

The key difference between web3 and web1 and 2 is the level of intelligence and automation. Web3 is about giving people power back to users instead of a few powerful companies. Web3 is a way to make the web more useful and accessible by leveraging technologies such as machine learning, artificial intelligence, and the Internet of Things.

What is PR and why is it important for Web3 companies?

PR is a strategic communication process that builds mutually beneficial relationships between organizations and their public. Web3 has created the need for companies to adapt to new PR strategies as the internet continues to evolve. Web3 PR enhances the user experience by focusing on a consumer-centric approach. However, the ultimate goal remains - establishing credibility and brand recognition among the public. There are many benefits of using PR for web3 companies. Below we will look at some:

1. Reaching multiple information points

To effectively understand your brand's reputation, your PR strategy must reach various platforms. Web3's rise has resulted in multiple news sources. More news sources, social networking sites, and blogs are available, such as Reddit, Twitter, and Facebook.

Companies can offer product and service experiences to engage with customers. An example is designing new products based on customer needs. This interaction shows customers that their needs are valued, resulting in word-of-mouth marketing and brand loyalty. Companies that fail to adapt to new PR strategies risk losing out to competitors.

2. Building trust

Web 3 companies need a strong PR presence. Trust is a crucial factor in Web3 public relations because it directly impacts the credibility and reputation of a company or brand. Trust becomes even more critical in a decentralized and data-driven web where user participation and collaboration prevail.

Consumers are more discerning and have access to vast information, making it easier to identify credible sources. For companies to establish themselves as trustworthy and build a positive reputation, they must be transparent and responsible in their practices.

Furthermore, trust is critical in a decentralized web where data privacy and security are paramount. Companies must ensure that they are protecting their customers' personal information and adhering to privacy regulations. Overall, building trust with consumers is essential for companies to establish a positive reputation, increase brand recognition, and enhance their PR efforts in the web3 era. Loyalty will result from this trust, and your users can promote your brand.

3. Creating a positive public perception

Businesses on the decentralized web have more opportunities to reach their target audience but also more competition. Web3 PR allows companies to stand out as trusted and credible sources. In this era, reputation management has become increasingly important. Companies perceived positively are more likely to be successful, as positive public perception impacts purchasing decisions. A positive public perception can also lead to increased user engagement and collaboration. PR can also assist with crisis management should the situation arise.

4. Stakeholder and customer management

Web3 PR can provide accurate and timely information to stakeholders. By utilizing decentralized platforms such as blockchain, companies can store and share data transparently and securely, ensuring the accuracy and consistency of information.

By monitoring social media platforms and utilizing social listening tools, PR professionals can quickly respond to stakeholders' questions, comments, and concerns in real-time. In a decentralized and user-driven web, PR professionals can leverage user-generated content to provide stakeholders with diverse and authentic views of a company or brand. Nike and Adidas, for example, have incorporated web3 narratives such as memes, NFTs, and influencers for better interaction.

5. Create new business opportunities

Decentralized networks provide new opportunities for PR professionals to reach target audiences and collaborate with other businesses. The increased data availability in web3 enables PR professionals to gain new insights into their target audiences and make informed decisions about their PR strategies.

Web3 allows PR professionals to connect with influencers globally, providing new opportunities for companies to reach target audiences and promote their products or services. With user participation being a key component of web3, PR professionals can leverage user engagement to create new business opportunities. For example, businesses can identify new product or service opportunities through user feedback and suggestion campaigns. Web3 also creates opportunities for PR professionals to use immersive technologies such as virtual and augmented reality to create engaging and interactive brand experiences for target audiences.

How to build an effective Web3 PR strategy?

Developing a PR strategy for web3-related companies may differ from what you have done before. A successful strategy may include the following:

1. Researching the Web3 landscape

Understanding and researching the Web3 landscape is essential before a public relations campaign begins. The landscape encompasses the technologies, platforms, and protocols that enable people to interact and transact on the internet. Knowing the components of Web3 and how they work together is vital to effectively communicating with the right audiences.

Before launching a PR campaign, a clear understanding of the Web3 landscape helps you identify the most relevant publications, influencers, and other channels to reach your target audience. Knowing the types of content, your audience is interested in and what makes them engage with your brand are essential elements of a successful PR campaign. Understanding this allows you to create compelling content tailored to your target audience and ensure it resonates. Additionally, you can shape your brand's narrative in a way that aligns with the web3 landscape. A deep understanding of the web3 landscape will help you craft messaging to resonate with your target audience and sets your brand apart from competitors.

Staying up-to-date with the latest industry trends and technological advancements is crucial as this industry constantly evolves. Understanding this will help you identify new trends and opportunities and adjust your PR strategy accordingly. It will also provide insights into your competitors, including their strengths and weaknesses, and helps you position your brand effectively in the market.

2. Define Your Goals

Before starting a web3 public relations campaign, you must identify your goal. It could include increasing brand awareness, driving website traffic, or building relationships with the media. Once you establish your goals, you can create a plan. This might involve utilizing press releases, social media, and influencer outreach. By defining your goals, you can determine the resources required to achieve them, including time, budget, and personnel, and allocate them accordingly. It also increases accountability by having a clear framework for what needs to be achieved and when. Clearly defined goals help improve communication and collaboration within your team and with stakeholders, ensuring everyone is working towards the same objectives.

Having measurable goals in place will also help you determine the success and effectiveness of your public relations campaign. You can measure the success of your campaign by tracking metrics such as website visits and press coverage. This data can then be used to adjust your strategy to improve your campaign results.

3. Research and understand your target audience

Study your target audience's demographics, interests, and behaviors to tailor your PR efforts to their needs and preferences. Tailoring your PR efforts to your target audience's demographics, interests, and behaviors is important because it allows you to craft messages that will be most relevant and effective for them, including selecting appropriate media outlets, and events, to reach them effectively. This means you can maximize the ROI. By understanding who your audience is, you can create content that will be engaging and persuasive, with higher success rates and more meaningful relationships with your customers.

4. Develop a Content Plan

Begin to develop ideas for content that you want to produce. The content plan should include topics and angles that appeal to the target audience. Additionally, a content plan should outline the campaign's goal and how the content will help reach that goal. Furthermore, the content plan should include a timeline, establishing when it will be released and when it will end.

Finally, you should include an evaluation of the campaign's success and the content released. It is also essential to determine the metrics for success before beginning the public relations campaign. This will help measure the effectiveness of public relations efforts and make changes if necessary.

5. Engage with your audience

Use Web3 platforms to interact with your target audience, answer questions, and address concerns. Respond to positive and negative feedback to demonstrate your commitment to customer satisfaction. Engaging your audience in a web3 PR strategy is essential to building relationships, getting feedback, and creating a sense of community. This strategy helps generate brand awareness, trust, and loyalty, providing an opportunity to understand your customer base and tailor your services to their needs. This helps build the brand’s reputation.

Finally, engaging your audience in a web3 PR strategy helps create content that can be shared online and reach a larger audience. You can gain visibility and reach new audiences by providing valuable and exciting content.

6. Collaborate with influencers or thought leaders

Partner with relevant influencers and thought leaders to promote your brand and share their experiences with followers. Collaborating with influential people and experts in your industry can help reach a wider audience and establish your brand as credible and trustworthy. Influencer marketing involves partnering with individuals with a strong online presence and a large following and leveraging their reach to promote your brand. The influencer can share their experiences with your brand through social media posts, sponsored content, product reviews, and other forms of content, helping you build trust and credibility with your and their followers. This can be a cost-effective way to reach a new audience and increase brand visibility.

7. Monitor and measure your success

Tracking and analyzing the results of your PR campaigns is critical for measuring success. Regularly monitor the effectiveness of your PR efforts by tracking metrics, such as likes, comments, and shares, and adjust your strategy as needed. These metrics provide valuable insight into the reach and impact of your PR messages. This information can help you identify areas for improvement and adjust your strategy to meet your target audience's needs and interests. Regular monitoring of engagement metrics allows you to refine your PR tactics continuously and make data-driven decisions to optimize your results. Regularly tracking and adjusting your PR strategy ensures that your work aligns with your overall business goals.

8. Stay updated on trends and technology

Staying current with industry trends is essential for maintaining a successful PR strategy. Keeping up with the latest developments in your field will help you identify new opportunities, stay ahead of the competition, and develop effective PR tactics that resonate with your target audience. This can include monitoring industry publications and news sources, attending conferences and events, and participating in online forums and communities. By being informed about the latest trends, you can ensure that you are well-positioned to adapt to changes in the market and technology.

Successful examples of PR for Web3, Crypto, Blockchain, and Fintech

Here are examples of successful PR campaigns for companies in the blockchain and crypto sectors. I’ll also explain why they were successful. These campaigns go straight to the solution to the problem they intend to solve.

Bitmain's Antminer Launch

Bitmain, a leading player in the cryptocurrency mining industry, launched a targeted public relations campaign to improve its visibility and gain more customers. The campaign focused on increasing customer engagement with the brand through traditional and digital marketing activities.

Bitmain an successful examples of PR

The campaign's main focus was to show potential customers the benefits of using Bitmain's products and services, such as their low operating costs, reliable customer service, and advanced mining hardware. Traditional campaign elements included print, radio, and television ads and promotional materials sent to potential customer segments. Bitmain also used digital channels like social media and influencer marketing to reach prospective customers. Bitmain also used its campaign to educate customers about cryptocurrency mining and the importance of miners in the industry.

The campaign proved to be a success for Bitmain, with increased customer engagement and sales. Bitmain's PR campaign clearly illustrates how targeted PR increases brand visibility and drives sales.


Ripple's on-demand liquidity (ODL) PR campaign was launched in 2019 to promote using the digital asset XRP for cross-border payments and remittance purposes. The campaign aimed to increase awareness of Ripple's ODL platform, which allows payment providers and businesses to send and receive real-time payments across borders and currencies.

Ripple an successful examples of PR

The campaign was designed to reach a wider audience through targeted media placements in the US, UK, and other major markets. The campaign raised awareness of Ripple's ODL platform and its benefits, significantly increasing customer adoption.


NuPay Technologies is a blockchain corporation. With a focus on eco-friendly, blockchain-based products, businesses, communities, and individuals can use these products to achieve accessibility, security, speed, and value. They wanted a campaign to create name recognition and launch their NFT marketplace, PRISM.

Nupay an successful examples of PRNupay an successful examples of PR

Our campaign focused heavily on creating brand awareness and thought leadership in NFT creation to establish their credibility with a targetted audience of fintech and blockchain verticals. With opinion pieces, we helped them be seen as an industry point of reference for creatives and NFT enthusiasts. As part of our outreach strategy, we crafted a concise press release with key messaging and tailored media lists that included NuPay's chosen outlets and our global media. The key message we wanted to deliver was one of innovation. Nupay's expansion, milestones, new products, and future direction were highlighted in press releases Newsjacking’ was also employed to help achieve market visibility and to gain exposure in relevant markets.


Avata is our client, specializing in InsurTech and developing digital insurance solutions (Web3 compatible) for the modern world of the digital citizen. Avata came to PRLab to help establish global brand awareness and for event support in their trade market. Their warranties cover the loss of digital assets (such as gaming skins, NFTs, and digital identity) as well as a breach of contract.

Avata an successful examples of PR

We focused on trade media (InsurTech, Startup News) in the US, UK, and EU markets. Similar tactics were used for the events, where industry events (NFT YN, Paris Blockchain Week, and InsurTech) were leveraged too. As for strategy, we focused on pitching as many hooks as possible to the gaming community, presenting industry insights, and offering advice to pro gamers on protecting their assets.


Good public relations is an essential tool for any web3 project or business. It helps to build relationships with key stakeholders such as the media, influencers, investors, and customers. It can also create brand awareness and trust amongst potential customers. This article has explained the importance of web3 PR, its benefits, and how to start building a comprehensive strategy for its implementation. As a startup, this will seem a minefield, but with the right advice and PR direction, you can begin the next critical stage in your business journey. My agency specializes in startup and tech PR and is in an excellent position to get you started.

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