By now, we all know the benefits of a well-done Web3 PR for a business; you can have your products and services seen far and wide and drum up much more support and goodwill for your business. At the same time, it is worth exploring the benefits and processes behind an objective PR.
Any good PR professional will tell you that while PRs should put your business in a good light, they mustn’t cross the line into hyperbole or overly praising the subject matter. At best, you can appear to be disingenuous to readers and even some publications won’t carry PRs that appear to be too focused on praising the project as opposed to reporting developments. At worst, being too unobjective can cross the line into making claims that can put you in an awkward legal space. As such, it is best to avoid this altogether. More than anything, it is to objectively report new developments and this can be done in the following ways:
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Be Careful of Your Adjectives
One way to write an objective Web3 PR is to avoid using adjectives that cross the line and appear as though you are praising the subject matter. Say you are writing a PR about a new crypto exchange with more trading pairs than any other in the industry. ‘Amazing New Crypto Exchange Launches With 1 Million Trading Pairs’ is not an objective headline because it has crossed the line into praise and perhaps hyperbole. A more suitable headline would be ‘XYZ Crypto Exchange Launches With a Record 1 Million Trading Pairs, the Most in the World’. This headline is reporting the same thing but comes off as more objective and less of a hype piece. Ideally, this is how you should write a web3 PR, both in the heading and within the body.
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Leverage Quotes
Let’s face it, sometimes, you want to hype up your project and portray it as the best thing to ever hit web3. After all, what’s the point of a Web3 PR if it doesn’t put you in the best light possible? While we’ve established that you need to be as objective as possible, there is a way to get around this-quotes. You can’t say that your memecoin is the best thing since Dogecoin directly in the title or body but you can include a quote from an executive or expert that says this. As we’ve said in a previous blog post about quotes, they help to humanize the project and make the PR much more enjoyable to read, so make sure to use them.
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Be Clear With Numbers
Numbers are tricky to use when writing web3 PRs but they can be used to prop up the project while still being objective. A new project that has 2 thousand people in its community technically has a community ‘in the thousands’ and there isn’t much issue with writing it that way in the web3 PR. At the same time, try not to be vague with the numbers. Writing that the same project has a ‘very large’ community could put you in a grey area so it is best to go with actual numbers instead.
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Comparisons in Web3 PR
As we’ve said before, connecting a newer or smaller project to a bigger one can be a good way to draw attention to it. After all, a ‘Binance-Backed Metaverse’ is much more eye-catching than simply a ‘metaverse’. However, it is important that you frame this neutrally when writing a Web3 PR. First, don’t try to stress a connection or comparison that doesn’t exist. Efforts to shoehorn a big name in the space into the PR will be obvious, so avoid it. If you’re only making a comparison, try to be vague with names. If the exchange you’re writing about has more trading pairs than Binance and Coinbase, it might be better to write about how it surpasses industry standards rather than naming a specific business.
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Make No Promises
From an ethical standpoint, you don’t want to go about making promises in your web3 PR. Because, at the end of the day, its primary function is to inform. Don’t, for example, talk about how your new token is primed to have 100 times return on initial investor funds as that is a grey area. But, as we said in the section about quotes, there are ways to communicate value and potential while being as objective as possible. For example, you could include a quote from an expert about its potential or say that its tokenomics is designed to benefit investors. The rule of thumb is that you can hint at a certain outcome for those who engage with the project or talk about the project’s goals but don’t make any explicit promises.
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Avoid Fluff Pieces
One of the easiest ways to fall into the habit of writing unobjective Web3 PRs is to write fluff pieces or publish PRs for the sake of it. When that happens, you’re more likely to play loose with the facts and begin to exaggerate or overspeculate. To avoid this, try to avoid fluff pieces altogether (see our previous blog post about what to publish when you have nothing to report). When you write Web3 PRs, make sure that you only state facts and keep speculation to a minimum. Employ the strategies we’ve outlined in this article and if there is really nothing to report on, perhaps forego putting out a Web3 PR altogether as a PR that brings negative publicity doesn’t help you.
Conclusion
Web3 PRs should be many things, including objective. There is a thin line between a PR piece that reports on notable developments within a project and a marketing piece that exists to hype up the project. To make sure you are creating the former, report facts as objectively as possible using the steps we’ve outlined above. And, of course, leverage a service like what we offer here at BTCWire to have the Web3 PR seen far and wide.