Crypto press releases are many things to the businesses that put them out. They are promotional tools, part of a larger SEO strategy, and much more. But it is always worth noting that they are legal documents to a certain degree and a piece of professional communication. This means, essentially, that they need to be unbiased to a certain degree.
An unbiased crypto press release is important for both the image and the operations of the companies publishing them, and so, must be taken seriously. By the end of this article, you should know how to create one every time.
What is Considered an Unbiased Crypto Press Release?
To create an unbiased crypto press release, you’ll need to know what it is in the first place. Always remember that the goal of a press release is to inform the public of specific developments with regard to companies, individuals, products, services, and so on. As it does this, it should not unfairly favor any party, deceive the public, exaggerate, defame any party, publicize false information, and so on.
An unbiased press release is one that does not act as a fluff or puff piece but rather adheres to standards of professionalism and reporting.
Why Bias Hurts Crypto Press Releases
When we talk about only writing and publishing unbiased press releases, it goes beyond simply adhering to ethics or helping your audience. There is also a downside for you when you write biased press releases.
First, it puts you in potential legal grey areas. If you publish a release that makes unsubstantiated claims, especially if it is widely seen, you could get sued by consumers or fined by regulatory bodies. A biased press release also erodes the trust between you and the reader.
Crypto consumers are especially sensitive about press releases that seem like fluff pieces trying to hype up a project unnecessarily. Some will automatically assume that your project is a scam and not engage with it for that reason.
Journalists can also be wary of covering your business as they won’t want to risk promoting a dubious company.
Needless to say, whatever benefit you might be seeking from a biased press release pales in comparison to the possible downsides.
The Main Rule: Inform, Don’t Sell
While press releases can and have been used to drive up hype and sales for a project, their major purpose is to inform the public.
So, while writing your press releases, focus on passing information as opposed to selling.
For example, instead of writing, ‘XX Labs is launching the best token to hit the crypto market thus far’, you should write, ‘XX Labs is launching a next-generation memecoin with use cases within gaming, trading, and content monetization, offering technical capabilities previously unseen in the industry’.
The latter is informative while also noting the benefits of the project, while the former comes off as a fluff piece.
Start With a Newsworthy Angle
We get it; if you’re spending this much time and money on a press release, you want to get publicity out of it and even sales. The good news is that writing an unbiased crypto press release doesn’t have to mean abandoning all hopes of good PR. What you have to do is inject a newsworthy angle into it. Ask yourself why a journalist or member of the public should care about this development.
Does this merger involve two of the biggest companies in your niche? Is this new token introducing a novel use case? Is your exchange offering customers 6 months with no trading fees?
Find this angle and make it front and centre in the press release. With that, you will likely get attention without becoming biased.
Use an Attention-Grabbing, Yet Neutral Headline
It’s been said a million times, but many people do not read past the headlines. In response, many businesses resort to clickbait or outright lies to draw in readers. This, as we’ve said, erodes reader trust and is a bad idea. Instead, we recommend writing headlines that grab attention while not becoming biased.
If your new token has truly reached $1 billion in capitalization, state this plainly; let the facts speak for themselves.
Write a Factual Opening Paragraph
Just like with the headline, your opening paragraph should state facts without trying to go viral.
Always remember the 5 Ws of press releases (who, where, when, what, and why) and make sure that they are included. Even if you go more in-depth later on about the benefits of the development, make sure that the first paragraph is fact-reporting and not promotion.
Avoid Promotional and Investment Language
An unbiased crypto press release should not read like a social media ad or feel pushy.
One of the fastest ways to make an ad seem biased is by using promotional phrases like ‘guaranteed returns’, ‘maximum profit’ or even ‘to the moon’. Not only might this come off as inauthentic, but you might also be violating the law.
Making claims of guaranteed returns on investment or minimizing risks, for example, can lead to lawsuits from investors or even a ban from bodies like the FCA.
Support Claims With Evidence
To keep your crypto press release as unbiased as possible and avoid any legal trouble, do not make any claims that you cannot support with hard evidence.
You should also make sure that the evidence is stated in the press release itself. If you claim that your business is listed on top exchanges, name them and link to the listing announcement.
If you claim that your business has a use case, evidence this as well. It grants you credibility and keeps you out of trouble.
Keep Quotes Balanced and Useful
Quotes are an amazing way to bring a press release to life and reach your audience. They are not, however, a way to subtly hype up the project to the point of being unbiased. Whether it is a quote from an executive or a customer, make sure it says something tangible about the project beyond, “This is the best project in the crypto industry’.
Separate Facts From Opinions
Speaking of quotes, you have to be very careful about having your opinion of your business bleed into the press release.
You likely think your product is amazing, but don’t say this in the press release. Instead, share the facts about it that will convince a reader that it is amazing.
There are plenty of opportunities to toot your own horn in advertising copy, but a crypto press release should remain unbiased.
Do Not Turn the Press Release Into an Ad
The press release should always read more like a legal document than an ad. The language should be neutral and professional without turning salesy.
Use a Standard Press Release Structure
From the get-go, your crypto press release is less likely to seem biased if you follow the reverse pyramid structure of a traditional release. Keep the most important information closer to the top, while the less important things that might come as salesy should be closer to the bottom. Of course, don’t forget about the 5 Ws.
Add Risk-Aware Language When Needed
A crypto press release can serve as a legal document, and so, it is better to be safe than sorry, especially with crypto. Adding disclaimers about the risks of investing, not making any promises, not exaggerating, and being cautious with language might make the release less explosive, but can save you in the long run.
Conclusion
An unbiased press release will benefit your crypto business in ways you might not immediately comprehend. It means you are not skirting or breaking the law, won’t mislead customers, and will earn public trust. By adhering to the classic rules of press release creation, you will end up with a professional document that can still convert.
Want to get started with creating and publishing the unbiased press releases of your business’s dreams? Check out crypto press release distribution, BTCWire’s, packages or get in touch with us directly!