How to Write a Crypto Press Release: Easy to Use Crypto Press Release Template for Web3 Protocols

When Ethereum launched in 2015, the announcement wasn’t buried in Discord. When Solana broke into the mainstream, a press release introduced it to journalists and investors worldwide. Every major crypto milestone, from token launches to billion-dollar fundraises, was backed by a strategic press release that told the right story to the right audience at the right moment.

Here’s the problem: most crypto press releases never get read.

They sit in inboxes alongside hundreds of others, get flagged as spam and read like marketing copy instead of news. The crypto industry moves at warp speed, and your announcement competes for attention in a 24/7 news cycle where journalists and AI tools are drowning in information.

This guide gives you what you need to change that. You’ll get an easy to use crypto press release template for every major announcement type, learn the writing framework that gets your PR published, and you’ll discover distribution strategies that work in 2026.

Let’s start with the fundamentals.

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• A well-structured crypto press release follows a specific format: headline, dateline, lead paragraph, body paragraphs, quotes, boilerplate, and media contact
• Crypto press releases differ from traditional PRs because they serve a technical audience, require regulatory caution, reach global markets 24/7, and compete in a fast-moving news cycle
• The easy-to-use crypto press release templates in this guide (token launch, partnership, milestone, exchange listing, funding) eliminate guesswork and reduce writing time.
• Distribution strategy matters as much as writing: use wire services for broad reach, direct outreach for Tier-1 outlets, and professional follow-up to increase your hit rate.

A press release is a formal announcement written for journalists and media outlets. It’s typically 300-700 words of structured information designed to catch attention quickly, provide context, and give journalists everything they need to write their own story.

For crypto projects, a press release is non-negotiable.

Traditional press releases announce quarterly earnings or new office locations. Crypto press releases announce token launches, protocol upgrades, exchange listings, funding rounds, and technical partnerships. The stakes are higher, the regulatory environment is more complex, and your audience is global and always online.

Here’s why crypto PRs are fundamentally different from traditional ones:

• Technical audience expects accuracy. Your readers include developers, security auditors, and investors who can spot exaggerated claims instantly. They’ll fact-check you before they share you.
  
• Regulatory sensitivity matters. The SEC is watching crypto. Journalists are watching compliance. One careless phrase about “investment returns” can tank your credibility or trigger legal questions.
  
• Global distribution means timing complexity. Your news breaks simultaneously in Asia, Europe, and North America. Different time zones, different market dynamics, different regulatory concerns.
  
• The 24/7 news cycle is real. Crypto news moves at warp speed. Your window to capture attention is measured in hours, not days.

So, when do you actually need a press release versus other content?

A press release makes sense when you have a newsworthy announcement that impacts your industry. Token launches, strategic partnerships, major funding rounds, protocol upgrades, exchange listings, and significant milestones all deserve one. Blog posts work better for educational content, opinion pieces, and detailed technical documentation. Tweets handle quick updates. If your goal is media coverage, a press release is the right format.

A press release isn’t freeform. It has a specific structure that every journalist and media outlet expects. Learn this structure, and your press releases will look professional immediately.

Your headline is 80 to 100 characters. It’s specific and benefit-driven, not hyperbolic.

Bad headline: “Revolutionary New Token Launches to Change DeFi Forever”

Good headline: “Falcon Protocol Launches FLC Token on Ethereum and Arbitrum with Staking Rewards.”

The good headline tells you exactly what happened, to which project, on what chains, and what the benefit is. It’s not hype. It’s news.

The best crypto headlines include:

• What happened (specific action)
• What project (name)
• What network or partners involved
• What’s the user benefit

Journalists will often rewrite your headline anyway, but make it easy for them. Give them concrete language to work with.

Your dateline includes the city and date: “New York, March 16, 2026.”

Right after comes a one-sentence summary. This is a boiled-down version of your entire announcement.

Example: “Falcon Finance announced today that it has secured $10 million in Series A funding from World Liberty Financial, enabling the platform to expand its DeFi lending infrastructure across 12 new blockchain networks.”

That sentence answers the core question: what happened and why does it matter?

Your opening paragraph is the most critical part of your press release. It should answer Who, What, When, Where, and Why.

Here’s a template:

“[Project name] announced today that it has [specific action]. The announcement, made on [date/event], [why this matters to the industry]. [Optional context about the project or market opportunity].”

Example:

“Falcon Protocol announced today that its FLC token will launch on March 18, 2026, on Ethereum mainnet with an initial supply of 500 million tokens. The launch positions Falcon as a major player in decentralized lending as the global blockchain market expands. The token features a unique staking mechanism that rewards long-term holders with protocol governance rights.”

Notice: no hype words, no “revolutionary” or “game-changing.” Just facts and context.

Your body paragraphs expand on the lead. They provide:

• Technical details (without overwhelming non-technical readers)
• Team credentials (who’s building this)
• Market context (why now)
• Next steps (what happens next)

Keep paragraphs short. Two to three sentences maximum. Your readers are journalists scanning quickly or AI tools parsing content.

Example body structure:

• Paragraph 1 (Why now): “The DeFi lending market has grown 340% year-over-year, reaching $120 billion in total value locked. Falcon Protocol enters this market with institutional-grade security and retail-friendly UX.”
  
• Paragraph 2 (Technical detail): “The FLC token incorporates a novel slashing mechanism that protects the protocol during market volatility while maintaining a 12% annual staking yield for holders. The mechanism has been audited by Trail of Bits, a leading blockchain security firm.”
  
• Paragraph 3 (Team credential): “Falcon Protocol is led by CEO Jane Chen, formerly head of lending at Aave, and CTO Michael Zhang, who previously architected Compound’s risk management layer.”
  
• Paragraph 4 (Distribution/next steps): “FLC tokens will be distributed through three channels: 40% allocated to the community, 30% to the team (with 12-month vesting), and 30% to strategic investors. Trading will begin March 20 on Coinbase, Kraken, and Uniswap.”

A press release needs 1-2 quotes from your team. These quotes add credibility and personality.

Good quotes are specific and forward-looking. Bad quotes are generic cheerleading.

Bad quote: “We’re excited to announce this amazing launch that will change everything.”

Good quote: “We built Falcon because institutional DeFi lending required choosing between security and user experience. With FLC, we’re proving you don’t have to choose. Our staking mechanism ensures protocol stability during volatility while allowing retail users to participate in governance.”

That quote includes:

• What the problem was
• How your solution is different
• Why it matters

Format your quotes like this:

“[Specific, forward-looking statement about the announcement or company vision],” said [Name], [Title] at [Company]. “[Optional second sentence about impact or next steps].”

Your boilerplate is 2-3 sentences about your company. It’s the same for every press release you send. It answers: Who are you, what do you do, and where are you based?

Example:

“Falcon Protocol is a decentralized lending platform that combines institutional-grade risk management with retail-friendly design. Based in San Francisco, Falcon serves 500,000+ users across 8 blockchain networks and manages $2.4 billion in total value locked.”

At the very end, include media contact information:

About [Company Name] [Boilerplate text here]

Media Contact: [Name] [Title] [Email] [Phone] [Website]

This simple addition increases your chances of getting covered because journalists know exactly who to contact if they have questions.

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Most press release guides give you one template. We’re giving you five. Pick the template that matches your announcement type, fill in the bracketed sections, and you have a professional press release ready to distribute.

Headline: [Project] Launches [Token Symbol] Token on [Network(s)] with [X] Million Supply

Lead Paragraph: [Project name] announced today that its [token symbol] token will launch on [date] on [network(s)]. [Specific statistic about market opportunity]. [Token allocation breakdown and unique feature].

Body Paragraph 1 (Why now): [Project] enters the [market segment] market as [market context, size, growth rate]. [Project’s competitive advantage or unique positioning].

Body Paragraph 2 (Technical details): The [token symbol] token incorporates [specific technical feature: staking mechanism, governance rights, slashing protection, etc.]. [Implementation detail or audit information].

Body Paragraph 3 (Team credentials): [Project] is led by [Founder name], formerly [previous relevant role], and [Team member name], previously [relevant background]. [Additional team credential or advisor information].

Body Paragraph 4 (Distribution details): [Token symbol] will be available through [distribution channels: exchanges, liquidity pools, community distribution]. [Vesting schedule or allocation breakdown].

Quote 1: “[Specific insight about why this token solves a problem],” said [Name], [Title] at [Company]. “[Statement about impact or vision].”

Quote 2 (Optional): “[Community or partner perspective],” said [Name], [Title] at [Partner Company].

Boilerplate: [2-3 sentences about company, market position, team size, key metrics]

Headline: [Project A] Partners with [Project B] to [Specific Outcome/Benefit]

Lead Paragraph: [Project A] and [Project B] announced today that they have formed a strategic partnership to [specific benefit: expand to new chains, integrate features, serve new markets, etc.]. The partnership combines [Project A’s key strength] with [Project B’s key strength] to [market opportunity].

Body Paragraph 1 (What this enables): The partnership will allow [Project A] users to [specific user benefit]. [Project B] users gain access to [specific user benefit]. [Market impact or scale of this opportunity].

Body Paragraph 2 (Implementation timeline): The integration will roll out in [phases/timeline]. Phase 1 launches on [date] with [specific feature]. Phase 2 will include [additional features] in [timeframe].

Body Paragraph 3 (Why both parties benefit): [Project A] strengthens its position in [market segment]. [Project B] expands its reach to [new user segment or market]. The combined offering serves [total addressable market size or user base].

Quote 1: “[Why this partnership made sense strategically],” said [Name], [Title] at [Project A]. “[Impact on product roadmap or vision].”

Quote 2: “[Complementary perspective from partner],” said [Name], [Title] at [Project B].

Boilerplate: [Standard description of each company’s market position and key metrics]

Headline: [Project] Hits [Milestone: $X TVL / X Million Users / X Growth Metric] in [Timeframe]

Lead Paragraph: [Project] announced that it has reached [specific milestone]. The achievement, reached on [date], reflects [market context: growth in DeFi adoption, user demand for specific feature, market expansion, etc.]. [Competitive context: where this ranks in the market or what it enables next].

Body Paragraph 1 (Growth narrative): [Project] has grown [percentage] over the last [timeframe], from [previous metric] to [current metric]. This growth is driven by [primary driver: new feature launch, market adoption, exchange listing, etc.].

Body Paragraph 2 (What this enables): The milestone unlocks [new capabilities: enhanced security, faster settlements, new revenue streams, etc.]. [Project] plans to invest [amount/resources] into [specific improvement area].

Body Paragraph 3 (Team and community investment): The growth reflects contributions from [team size] team members and [community size] community members. [Project] maintains [security credential: audit status, insurance coverage, risk management approach].

Quote 1: “[Reflection on what the milestone means],” said [Name], [Title] at [Project]. “[Forward-looking statement about next phase of growth].”

Boilerplate: [Standard description]

Headline: [Token Symbol] Now Trading on [Exchange 1], [Exchange 2], [Exchange 3]

Lead Paragraph: [Project name] announced that [token symbol] is now available for trading on [exchange names and date]. The listing on [exchanges] increases accessibility for [market segment: retail traders, institutional investors, regional users, etc.]. [Context about exchange tier and market reach].

Body Paragraph 1 (Why these exchanges matter): [Exchange 1] serves [user base/region]. [Exchange 2] specializes in [market segment]. [Exchange 3] offers [distinctive feature or market access]. Together, the listings position [token symbol] for [specific user access or market opportunity].

Body Paragraph 2 (Trading details): [Token symbol] is trading under the ticker [SYMBOL]. The exchange listing follows [recent milestone: funding round, protocol upgrade, partnership, etc.]. Initial trading volume targets reflect [conservative/strong expectations].

Body Paragraph 3 (Community impact): The listing fulfills [Project] community’s [specific request or requirement]. Users now have [new capabilities: lower fees, better liquidity, regional access, etc.].

Quote 1: “[Significance of exchange partnerships for project growth],” said [Name], [Title] at [Project]. “[Vision for geographic or market expansion enabled by these listings].”

Quote 2 (Optional exchange perspective): “[Why exchange chose to list this token],” said [Name], [Title] at [Exchange].

Boilerplate: [Standard description]

Headline: [Project] Raises $[Amount] in [Round Type] Led by [Lead Investor]

Lead Paragraph: [Project name] announced today that it has raised $[amount] in [round type: Series A, seed, strategic round, etc.] funding led by [lead investor name]. The funding values the company at $[valuation] and brings total funding to $[cumulative funding]. The capital will be used to [primary use cases: product development, team expansion, market expansion, etc.].

Body Paragraph 1 (Why now and market context): The funding comes as [market context: DeFi expands to new chains, user adoption accelerates, regulatory clarity emerges, etc.]. [Project’s market opportunity and competitive position].

Body Paragraph 2 (How capital will be deployed): [Project] plans to allocate [percentage]% of the funding to [use case], [percentage]% to [use case], and [percentage]% to [use case]. This investment will enable the company to [specific milestones: launch features, expand team, enter markets, etc.].

Body Paragraph 3 (Investor credentials and impact): Lead investor [investor name] brings [specific credential: relevant portfolio companies, domain expertise, geographic reach, etc.]. Additional investors include [other notable investors]. [Investor perspective on why they’re backing this company].

Body Paragraph 4 (Team and timeline): [Project] now has [team size] full-time employees and is hiring for [specific roles]. The company plans to [next milestone] by [date].

Quote 1: “[Founder vision and what this funding enables],” said [Name], [Title] at [Project].

Quote 2: “[Investor perspective on market opportunity and company potential],” said [Name], [Title] at [Investor firm].

Boilerplate: [Standard description]

Having the right structure is half the battle. The other half is writing like someone who understands journalism, not like someone trying to sell something.

Journalists ask “what happened and why does it matter?” Marketers ask “what sounds impressive?”

Compare these two approaches:

Marketer version: “Revolutionary DeFi protocol disrupts traditional finance with cutting-edge technology.”

Journalist version: “DeFi protocol reduces lending fees by 65% through novel risk management system.”

One is vague hype. The other is specific fact. Use the journalist approach.

This means:

• Lead with the news, not the hype
• Use specific numbers, not adjectives
• Explain the why, not just the what
• Cite sources for big claims
• Keep sentences short and direct

CoinDesk expects different formatting than CoinMarketCap. Mainstream outlets like Bloomberg expect different angles than crypto-native media.

Here’s how publications differ:

• Crypto-native outlets (CoinDesk, CoinMarketCap): These editors live in crypto. They want technical depth, market context, and competitive positioning. They know their readers understand DeFi. Go deeper on the technical details and blockchain mechanics.
  
• Mainstream financial press (Bloomberg, Reuters, Yahoo Finance): These outlets serve general investors. They want market impact, real-world use cases, and regulatory context. Skip the jargon. Explain why this matters to someone who doesn’t know what staking is.
  
• Tech press (TechCrunch, Wired): These editors cover startups and innovation. They want founder story, market timing, and competitive advantage. Lead with the team and the problem being solved.

When you distribute your press release, customize the headline and lead paragraph for each outlet type. Your body paragraphs can stay the same. This takes 15 extra minutes and increases your hit rate dramatically.

In 2026, a lot of crypto project discovery happens through AI tools. Your press release needs to be visible to large language models and AI search engines.

Here’s what AI tools prioritize:

• Keyword consistency: Use your primary keyword (like “crypto press release template”) 3-4 times in your release, naturally. AI tools use keyword clustering to understand what your release is about.
  
• Structured data: Include dates, numbers, names, and quotes clearly. AI tools parse structured information better than flowing prose.
  
• Clear topical relevance: If your announcement is about “token launch,” use that phrase explicitly. Don’t assume context. AI tools work better with explicit language.
  
• Linked citations: Link to sources, metrics, and context. This signals credibility to both humans and AI systems.

Example of AI-optimized language:

“Falcon Protocol announced today that it has launched its FLC token on Ethereum mainnet, bringing the total number of decentralized lending protocols to 47 on Ethereum alone. The FLC token launch reflects growing adoption of permissionless lending in the DeFi ecosystem.”

Notice: keyword consistency, specific numbers, clear categories, explicit context.

Before you send your press release, run it through this checklist:

Structure:

• [ ] Headline is 80-100 characters
• [ ] Dateline includes city and date
• [ ] Lead paragraph answers the 5 Ws
• [ ] Body paragraphs are 2-3 sentences each
• [ ] 1-2 quotes included
• [ ] Boilerplate is 2-3 sentences
• [ ] Media contact info included

Content:

• [ ] First paragraph establishes news value
• [ ] Specific numbers and data included
• [ ] No hype words (revolutionary, disrupting, game-changing)
• [ ] Team credentials provided
• [ ] Next steps or timeline explained
• [ ] All claims are accurate and defensible

Writing quality:

• [ ] No jargon without explanation
• [ ] Sentences are short (average 12-15 words)
• [ ] No em dashes or complex punctuation
• [ ] Tone is professional and calm
• [ ] Typos and grammar errors removed

SEO:

• [ ] Primary keywords appear 3-4 times naturally
• [ ] Links to sources and citations included
• [ ] Dates, numbers, names are explicit
• [ ] Content is 300-400 words

If your press release checks all these boxes, you’re ready to distribute.

Even experienced teams make these mistakes. Watch out.

• Hype language without substance: Phrases like “revolutionary,” “game-changing,” and “disrupting” are red flags to journalists. They signal that you’re selling, not reporting news. Replace adjectives with specific numbers and facts.
  
• Missing data: Journalists want facts they can verify. If you say “fastest,” “largest,” or “most secure,” back it up with specific numbers, sources, and timeframes. A press release that says “our protocol is secure” won’t get published. A press release that says “our protocol has been audited by Trail of Bits with zero critical vulnerabilities” will.
  
• No quotes or generic quotes: Quotes add credibility and personality. But generic quotes (“We’re excited to announce…”) hurt more than they help. Give your quotes specific information that adds value to the story.
  
• Too long: A press release that’s 600+ words makes journalists work too hard to find the news. Keep it under 400 words. Journalists can always ask for more detail.
  
• Missing contact information: Include a name, email, phone number, and website. Missing this single detail is sometimes enough to get your press release ignored.

Publication-specific red flags:

• CoinDesk: They reject press releases that don’t include specific technical details or market data
• Mainstream outlets: They reject anything they don’t understand, or that sounds too specialized
• All outlets: They reject press releases sent to wrong email addresses or sent at bad times (overnight, weekends, during major news events)

Avoid these, and your hit rate improves immediately.

Writing a great press release is step one. Getting it in front of the right people is step two.

The crypto media landscape is concentrated. Just 53 Tier-1 outlets capture about 95% of all visits to crypto media. These outlets include:

• CoinDesk
• CoinMarketCap
• The Block
• Decrypt
• Blockworks
• Crypto Briefing
• Bitcoin Magazine
• Ethereum Foundation publications
• Chain-specific publications (Solana, Arbitrum, Polygon media)

These outlets get hundreds of press releases daily. To get covered, you need:

1. Real news value: Is this announcement actually news in the crypto space?
2. Timing: Send your release 2-3 days before the announcement, not the day of
3. A journalist relationship: Press releases from known teams get looked at first
4. Customization: Generic mass emails get deleted

If you’re a brand new project with no track record, wire services and distribution platforms become valuable.

Wire services (like PR Newswire, Business Wire, or crypto-specific services like Blockchain-Ads PR) distribute your release to hundreds of outlets simultaneously. Prices typically range from $100 to $5,000 per release, depending on publisher and distribution reach.

Pros of wire services:

• Reaches 400+ outlets automatically
• Creates a timestamped record of your announcement
• Syndicated across Yahoo Finance, Bloomberg terminals, and Reuters (depending on tier)
• Good for when you have no journalist relationships

Cons of wire services:

• Lower hit rate with Tier-1 outlets
• Generic distribution means less customization
• Can feel impersonal to editors

Direct outreach means sending your press release directly to journalists and editors at outlets you want coverage from.

Pros of direct outreach:

• Higher hit rate with Tier-1 outlets
• Personalized relationship building
• Control over timing and customization
• Journalists remember you for future stories

Cons of direct outreach:

• Time-intensive (50-100 emails to get 5-10 hits)
• Requires knowing the right contacts
• Takes 2-3 weeks of follow-up
• Harder for unknown projects

Smart strategy: Use both. Send to wire services for broad reach. Simultaneously, send customized versions to 15-20 target journalists directly.

The first email gets ignored. Most journalists receive 200+ emails daily. You need to follow up.

Here’s the follow-up sequence:

• Day 0: Send your press release to target journalists
  
• Day 2: Follow up with journalists who haven’t responded. Keep it short: “Just following up on the Falcon Protocol story we sent Monday. Happy to set up a call or provide additional details.”
  
• Day 4: If still no response, try a different angle. Reference a recent story they wrote that’s relevant to your announcement.
  
• Day 6: Final follow-up. If they haven’t responded by now, move on.

The best follow-ups reference recent work the journalist has done. Example:

“Hi Sarah, I saw your piece on DeFi lending last week. We just announced Falcon Protocol, which addresses the same scalability challenges you highlighted. Would you be interested in covering our approach?”

That works because it shows you read their work. It’s personal. It’s not spam.

Costs vary based on your distribution strategy:

• DIY direct outreach: $0 (your time only)
• Small wire service (50-100 outlets): $100-$500
• Mid-tier wire service (200-400 outlets): $500-$1,500
• Premium wire service (400+ outlets, Reuters, Bloomberg syndication): $2,000-$5,000
• Crypto PR agency managing full campaign: $3,000-$15,000

If you’re a seed-stage project with limited budget, use wire services. They give you reach. If you’re Series A or funded, use a combination of wire services and direct outreach. If you’re an established protocol, invest in building direct journalist relationships.

You can absolutely write and distribute your own press releases. Whether you should is a different question.

Here’s a decision framework based on project stage and budget:

DIY if you’re:

• Pre-seed or seed stage (limited budget)
• Technical founder who enjoys writing
• Announcement is straightforward (token launch, simple milestone)
• You have existing relationships with journalists
• You have 5-10 hours to dedicate to the process

Hire a crypto PR agency if you’re:

• Series A or funded (budget available)
• Non-technical founder or limited comms experience
• Announcement is complex or sensitive (regulatory, controversial, major pivot)
• No existing journalist relationships
• Multiple announcements per quarter
• Want Tier-1 media coverage as a core objective

A crypto PR agency typically handles:

• Press release writing and customization
• Journalist outreach and relationship building
• Media monitoring and coverage tracking
• Crisis communication planning
• Ongoing media relations

Cost: $ 3,000–$25,000+ per month, depending on the scope.

If you’re between Series A and Series B with funding, agency support usually pays for itself through improved media coverage and investor visibility.

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A crypto press release isn’t an advertisement. It’s the story of your project told in the language journalists understand.

Get the structure right. Write specific, fact-based announcements. Customize for your target publications. Distribute strategically. Follow up professionally.

That’s the formula for press releases that get published.

Whether you’re launching a token, announcing a partnership, raising capital, or hitting a major milestone, this easy-to-use crypto press release template guide gives you the writing framework and distribution strategy to do it right.

Need support with your next marketing campaign? Surgence Labs runs full go-to-market strategies for Web3 projects and works with teams at every stage, from seed announcements to billion-dollar launches.

Learn more about our blockchain marketing and PR services, explore how crypto PR agencies drive coverage, or dive deeper into crypto marketing strategies.

Aim for 300-600 words. This is long enough to include all necessary information (who, what, when, where, why, quotes, boilerplate) but short enough that journalists don’t have to work hard to find the news. Anything longer than 600 words might be too long for journalists to glance through and pick up information.

Costs depend on your distribution strategy. DIY outreach costs only your time. Wire services range from $100-$500 for small reaches (50-100 outlets) up to $2,000-$5,000 for premium services that syndicate through Reuters, Bloomberg, and Yahoo Finance. Crypto PR agencies typically charge $3,000-$15,000+ per month for full-service PR management. Budget $500-$1,500 per press release as a reasonable starting point.

Tier-1 crypto outlets include CoinDesk, The Block, Blockworks, Decrypt, CoinMarketCap, and Bitcoin Magazine. Mainstream outlets like Bloomberg, Reuters, and Yahoo Finance accept crypto stories through wire services. Regional publications and tech outlets vary by location and focus. Start with crypto-native outlets, then expand to mainstream financial press and tech publications based on your announcement type and target audience.

CoinDesk expects technical depth and market context. Include specific blockchain addresses, protocol parameters, and competitive positioning in your body paragraphs. Avoid hype language entirely. Lead with the news, not the significance. CoinDesk journalists want to understand the technical details clearly, so assume they understand DeFi concepts and use precise terminology. Send it to media@coindesk.com and follow up within 2-3 days if you don’t hear back.

A press release is written for journalists and follows a specific format designed to be published as-is or adapted for news articles. A blog post is written for your audience and designed to educate, inform, or entertain. Press releases are 300-600 words and focus on announcing news. Blog posts are 1,500-3,000+ words and provide context and depth. Use press releases for newsworthy announcements. Use blog posts for educational content, thought leadership, and detailed technical documentation.

Send your initial press release 2-3 days before your announcement to give journalists time to report. Follow up 2 days later with a simple check-in. If still no response, follow up again 4-5 days after your initial send. Stop after the third follow-up. Total outreach window is about 1-2 weeks. The goal is visibility without being annoying. Most journalists will respond within that timeframe if they’re interested.

Absolutely. You have templates in this guide, you understand the structure, and you know what journalists are looking for. The main challenge is building relationships with journalists and ensuring consistent media coverage over time. If you have limited time or multiple announcements per quarter, an agency saves time. But for one or two major announcements per year, DIY is totally viable.

Use your primary keyword 3-4 times naturally in your release. Include specific dates, numbers, and names that AI tools can parse. Link to sources and citations. Use explicit language rather than assuming context. Structure your content clearly with short paragraphs and specific topics. Example: instead of “we launched something cool,” write “Falcon Protocol launched the FLC token on March 18, 2026, on Ethereum mainnet with a 500 million token supply.” AI tools parse specific, structured information far better than vague, flowing prose.