Fintech, Crypto, and PR

Blockchain, the underlying technology behind cryptocurrencies, has become too big to ignore. The digital asset is now worth more than both Mastercard and Visa, and plenty of big and small brands have started adopting it, including America’s oldest bank, BNY Mellon, as well as retail day traders.

This quick adoption has, in turn, opened the doors for global adoption of various digital currencies, which has made thousands of companies in the blockchain industry surface.

Additionally, this surge in popularity and adoption has made it incredibly important for those companies in these industries to create their own effective communication strategies that grab the attention of target audiences and relevant media outlets.

However, the blockchain is quite complex, and while some reporters and journalists are familiar with the advantages and disadvantages of this new technology, others still have a lot to learn. That’s why it’s important for companies to have a personalized brand, media, and communication strategy that reaches out to target audiences.

Cryptocurrency PR

Through public relations efforts, companies share information or news about themselves or their solutions to their target audiences in an organic manner, without paid messages or sponsorships.

With consumers constantly being bombarded with both digital and physical ads, it’s not always easy for businesses to cut through all that noise. However, with PR, companies get to have their story shared by journalists, TV presenters, and podcast hosts, and all of these messengers can help support businesses and their solutions.

This makes PR a very effective promotional tool for companies in the cryptocurrency industry, where most consumers tend to follow niche media outlets quite seriously. With a personalized communications and media strategy, companies can improve their audience’s understanding of how their solutions can have a positive impact on the world.

See also  Grabbing the Attention of the Target Audience

Positioning

One of the key components of a brand’s communication strategy is defining the idea behind the company’s unique selling point (USP).

Identifying what a business has to offer that’s different or better than its competitors can allow a company to tell a very compelling story, and become a reliable and trusted source of information within its niche or industry.

To figure out their unique selling points, companies should conduct a media audit and identify the media coverage they’ve received. This will help them better understand how the public and media outlets perceive them.

Companies should also achieve a deep understanding of their target audiences and their pain points, and identify the ideal media outlets to target.

They should also create mission statements. This way, businesses can ensure that all their messaging is consistent and compelling. Companies should position themselves as industry experts that people can rely on.

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Ronn Torossian is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.