A big part of successful crypto PR is receiving coverage from media platforms. A good way to do this is to develop relationships with crypto journalists, who can act as allies in achieving your goals. But to do this, you, of course, have to get in contact with them in the first place.
This can prove to be tricky for those who aren’t used to running such outreach campaigns. In this article, we’ll outline some of the ways to contact crypto journalists, the nuances of various contact methods, and how to maximize your chances of success.
Dos and Don’ts of Crypto Journalist Outreach
If you plan to contact crypto journalists, there are a few rules of engagement to be aware of.
Dos:
- Use Appropriate Channels: As we explain in this article, some channels are more effective than others for contacting journalists.
- Message Appropriate Journalists: Don’t make the mistake of messaging every person you see on a publication’s masthead. Instead, do some research and make sure you reach out to the one who has shown the most interest in your niche and, thus, is more likely to cover you.
- Be Concise: When contacting crypto journalists, get to the point quickly and state clearly what you need or what you’re offering. Chances are that they don’t have a lot of time to consider every piece of communication and would appreciate the conciseness.
- Offer Value: When reaching out to these journalists, you have to explain not just how they can help you but how you can help them as well.
Don’ts:
- Spam: While a follow-up message might be appropriate, sending too many and too often might come off as spammy and will have the opposite of the intended effect.
- Exaggerate: While you want to sell yourself and your project, don’t fall into the trap of embellishment. This could give you a negative reputation among crypto journalists and won’t lead to any more coverage.
- Respond Late: If a journalist messages to ask for more info, a quote, or anything else, make sure you respond as soon as possible. Chances are that they need to complete a piece on the same day, and waiting too long could see you missing out on the opportunity.
6 Ways to Contact Journalists
There are multiple ways to get in touch with crypto journalists, some of which are as follows:
While it might have a cheeky reputation on the internet these days, LinkedIn still offers one of the best ways to contact people for professional reasons. By looking at a profile, you can tell if they are still with a certain publication, their journalistic interests, and much more. Through LinkedIn, you can send a direct message (if they allow for it) or even leave a comment on a post.
Pros: Offers an in-depth look at their professional overview. Read receipts also indicate whether the message has been received.
Cons: Some people sparingly check LinkedIn messages, so it might take a while to get a response.
Pro tip: Message on LinkedIn if the person is especially active there. You should also try to add them as a connection to maintain a long-term relationship.
Emails are another way to reach crypto journalists, and this can usually be found on the websites they write for, their official websites, or even on their social media. It is generally considered the most appropriate way to contact them.
Pros: Emails come off as very professional.
Cons: Journalists with publicly available email addresses typically receive many emails, which can delay responses.
Pro tip: Keep a spreadsheet of journalist emails and track who you have contacted and who has responded to you. As a rule, send messages to professional email addresses and not personal ones.
Generic Social Media
While LinkedIn is branded as a professional and work-focused social media site, others like Instagram and Twitter/X are also an option for contacting journalists. This can be done via comments and direct messages.
Pros: More people use generic social media sites compared to LinkedIn.
Cons: Reaching out through these platforms might be seen as inappropriate.
Pro tip: Have a look through their social media and gauge whether it is used as a professional or personal space. If there is no mention of work there, you might want to avoid reaching out this way.
Contact Forms
Many media platforms have contact forms on their site, whether for specific journalists or a general one. This is often a good option if you’ve been unable to find the journalist’s email address or social media pages.
Pros: You can rest assured that the message will be delivered to the recipient.
Phone Numbers
In some cases, you can find the journalist’s personal or office phone number online and give them a call. This is especially true if there is an urgent news story or retraction that is needed.
Pros: Quicker and often more efficient access to the journalist.
Cons: Many may find it bothersome to get unsolicited calls, especially to personal numbers.
Pro tip: Only opt for a phone call as an absolute last resort, and only give an unsolicited call if it is an absolute emergency.
In-Person Contact
If you are attending crypto-related events, chances are that you will come across several journalists from all sorts of publications. This represents an opportunity to make a connection and exchange contact information.
Pros: You get quicker and more direct answers when speaking in person. It also helps you stand out among the many emails they might receive. It is also a great way to develop a long-lasting relationship.
Cons: There is no guarantee that an in-person conversation will lead anywhere.
Pro tip: Make as many in-person connections as possible to increase the chances of success.
Final Thoughts
If you’re going to succeed at crypto PR long term, you’ll want to have journalists on your side. Whether you’re sending emails, private messages, or connecting in real life, all have their pros and cons. Consider all of these the next time you’re reaching out to a journalist and the sky is the limit.