Crypto PR masterclass as presented in TNW 2019.

1. Startup Masterclass:
Blockchain and Crypto PR
By Orian Tal

2. Core Principles in Blockchain
& Crypto PR

3. 1. Reducing the Message & Audience
Matching

4. Think about your audience: would they know
what’s a double-sharded, two-layer, BFT-ready
authentication layer?

5. Fact: Most Projects Suffer from a Severe Abuse
of Tech/Visionary Jargon

6. Instead, focus on the meaning of what you say
on your homepage and in your comms.
What’s the bottom line? What variable
declines, and which other variable climbs up
when your product fulfills its value
proposition?

7. Here’s what NOT to do...

8. Here’s what NOT to do...

9. Here’s What you Should Do

10. The internet runs great for people, without them having a shred of
understanding on what’s TCP/IP - so why should blockchain be
any different?
Consumers for one, don’t need to know all that much about
blockchain and how it works, in order to use a product.
It’s enough for them to know that it gets the job done and works as
intended.
Know Who You’re Marketing C&B To

11. Communicating to businesses and techies CAN and should be
“jargon-oriented”. But what are the chances that anyone would
look for tech components on Google? (callback to our BFT, two-
layered solution example)
And the Other Way Around...
The answer to that is...

12. 2. Anchoring the Messaging
using SEO Keywords

13. By using tools such as Ubersuggest, we can
look for keywords that drill down to the bottom
line of what our product does

15. 3. Know What’s In, and
What’s OutIN OUT
● Aggressive Full Features (“Meet the
Blockchain Company That Wants to
Wipe Out Facebook”)
● (just) Raising a Huge Amount of Money
and Releasing It
● Promising to Abide by the Roadmap
● “How Blockchain” articles
● “How Decentralization” articles
● Newsjacking and commenting on recent
happenings in the space
● Integrating Blockchain in Mainstream
Settings (and communicating it)
● Communicating Business Moves and
Meaningful Partnerships
● Adopting Users, and Communicating it
● CEO Interviews, leveraging the Team’s
ability to carry out projects
● “Fiat people” getting into blockchain
● Owning expertise in a specific field

16. Quick Snapshot of the
Ecosystem
Rest in peace :-(

17. 4. When Shit Hits the Fan
● NEVER lie to a reporter. They will find out.
● Transparency is key. Be the good actor in the bad actor scene.
● People like to see humility and owning up to mistakes. The space
has had enough of “macho” CEOs and scammers.

18. Takeaways
● Be search-oriented in your product messaging - reduce the use of
tech jargon, and tailor-fit it to your audiences
● Use Google for assistance in finding keywords with actual demand,
(serach volume) that can be integrated into your messaging
● It’s not about revolutionizing, or disrupting. In the end of the day,
it’s all about users, progress, and revenue.
● Own up to your errors! Transparency and humility is key.

19. By Orian Tal
VP Operations at
InboundJunction/MarketAcross
Email: orian@marketacross.com
https://marketacross.com/ |
https://inboundjunction.com/