Crypto PR Writing Tips for Beginners

So, you’ve been given the task of writing press releases and promotional material for a crypto. You know what they are and how they work, so it should be simple, right? Well, depending on your level of previous knowledge and experience, you will have some advantages, but there are still many aspects you will have to learn and tweak on the go.

In general, crypto PR’s purpose is to either inform potential investors of an ICO or to provide information to current and interested investors regarding updates around an existing crypto. That being said, a press release primarily has the function of informing, but the deeper function is to promote and sell. That’s why the underlying tone has to be positive and captivating.

A crypto PR is usually a very short text, so you need to be deliberate and powerful with your words. There’s no room for fluff, and there’s definitely no room for mistakes. Here are some of the most important tips for writing a press release for a cryptocurrency:

A good headline is half the work

The deadline of your press release should fulfill two conditions:

1. succinctly describe all the important info that you want to convey
2. attract potential readers to actually click and read more

These two are done using different strategies. You have to think through a lens of an interested investor who’s scrolling through hundreds and thousands of headlines on cryptocurrency websites. Some of them are looking for a reason to click and read more, but some are just focusing on the headlines and fitting them as puzzles into a bigger picture. For the latter group of people, your headline has to contain everything you want your investors to know in the shortest possible amount of words and characters.

At the same time, you actually do want to leave something for the imagination and lure your headline readers into going further and checking out the whole release. To do this, you can use emotion-triggering words and specialized promotional jargon.

Be Clear and Structured

A press release is an example of a journalistic text. It may be promotional or have an underlying selling call-to-action, but it generally deals in facts and figures. This means that you will have to answer the 5W (who, what, where, when, why) questions in your press release, regardless of whether you’re writing about an update or an ICO.

You can achieve additional clarity by using active sentences, avoiding ambiguous wording and grammatical constructions and presenting your ideas in a clear flow. A general rule of thumb for clarity and structure is to write with the reader in mind.

Work toward the Text Purpose

Any good journalist or press release writer will tell you that each sentence that does not work towards achieving the text’s purpose can be omitted. In classic journalism, this applies to non-essential information or (semi)subjective views that don’t serve the purpose of informing readers.

As we have previously discussed, in a crypto PR, the purpose is not only to inform, but to promote in a positive light. As someone working for that particular crypto, you want to increase the demand for the coin and thus its price (value). Here is how you can do that using words:

• go straight to the point: smart investors will recognize when you’re fluffing up information and beating around the bush
• exude confidence and authority: display knowledge in an appropriate context and show a high degree of professionalism to potential investors
• zero tolerance for mistakes: grammar and spelling-wise, your crypto PR has to be absolutely perfect; triple-check before posting anything

Mind the Audience

Depending on the audience you’re writing for, you might want to consider changing the tone and some of the terminology in your press release. For example, if you’re writing for a crypto news site, you can use all the abbreviations and jargon you want, because it’s likely that the majority of readers will know what you’re talking about. On the other hand, if you’re going far and wide with publishing and you’re posting on a website that’s not in the crypto industry or niche, you might have to explain some of the terms and concepts.

If you’re not sure about how much your audience is informed with the crypto industry, check with your editor before writing. This can save you a lot of time on edits and re-writes if it turns out you guessed wrong.

Include Context and Background

You want your crypto PR to work as a signpost to further reading about the crypto you’re writing about. If you’re covering an ICO, you can include links featuring the company website, some of their previous projects, coins or even stats and figures. Of course, you should aim to include positive information that will present the company and their projects in the best light.

If you’re writing about an update to an existing coin, every time you mention something from the past, you can include a link for context or background. Never assume that your readers are super-informed. Those that are won’t mind that you included context, but those that aren’t will be confused because of lack of information.

Conclusion

If it’s your first time writing a press release for a crypto, don’t worry. There’s plenty to learn and improve, but with these tips, you will most likely be able to craft a decent PR. Start with focusing on the reader himself and taking into consideration the platform you’re writing for. Then, aim to produce a clear and extremely precise piece, which will simultaneously have enough flair for potential investors to enjoy reading and ultimately, motivate them to invest.

Author Bio

Helene Cue is a prolific writer and content creator working for several digital companies such as TopEssayWriting and ClassyEssay. She specializes in academic writing across all fields and cooperates with Subjecto, a professional essay writing agency. In her free time, she writes for the business blog Not Business As Usual.