Media outlets for crypto PR have several tiers that vary in reach, coverage, and influence in a particular industry. A mention in Forbes is not the same as coverage in CoinDesk, and neither of those is comparable to a niche DeFi newsletter or a Solana‑focused Substack.
There is a tendency to chase the biggest media titles early on, thinking that the higher the tier, the more people will engage with their brand. Usually, quite the opposite is the case, especially when it comes to Web3 promotion.
In fact, many Web3 projects get more community traction from a niche crypto media than from prestigious tier‑1 titles. Why and how to start your PR campaign right? You’ll find out in this guide.
What Is a Media Outlet in PR Terms (and Why Tiers Matter)
In modern PR, a media outlet is any online platform that broadcasts news, opinions, and insights to a broader public. It includes traditional news websites, crypto-specific portals, tech blogs, newsletters, podcasts, YouTube or Discord channels, and even large X (Twitter) accounts.
PR teams classify these outlets into tiers to assess their influence, reach, and the credibility level required for securing coverage. We see these categories as tools that work best for particular goals at different project development stages. Leveraging these tools out of place or at the wrong time can ruin the entire promotion campaign.
An effective crypto PR strategy requires a high level of mastery over these tools. Editors are cautious about exaggerated claims, vague tokenomics, and unverifiable teams. Regulatory scrutiny, scams, and market volatility make journalists and influencers more selective. This means crypto projects must approach PR with clearer messaging, stronger validation, and more consistent storytelling than other startups.
Typical Media Outlet Tiers in Crypto PR
Tier-1 Media
These are globally recognized mainstream, finance, and high‑authority crypto brands. They reach millions outside the Web3 industry, shape market narratives, and have meticulous editorial policies.
Use cases: late‑stage startups, major partnerships, exchanges, or companies with strong metrics.
Tier-2 Media
High-quality vertical crypto publications that cover DeFi, blockchain development, RegTech, and other niches. They maintain solid editorial standards but are more open to covering mid-stage projects and meaningful product or ecosystem updates.
Use cases: product updates, expert insights, thought leadership.
Tier-3 & Long-Tail Media
Smaller blogs, ecosystem-specific news sites, KOLs (Key Opinion Leaders) social media accounts, independent columnists, local publications, and community-run channels on Discord or Telegram. Their audiences are small but highly targeted and engaged.
Use cases: product or feature announcements, community‑centric updates, ecosystem‑specific news.
How to Choose the Right Media Outlets for Your Crypto Project
The golden formula is simple yet difficult to implement: the best media outlet is the one aligned with your stage, audience, and product. Consider the criteria below to select the right media list.
Key criteria beyond “big logo hunting”
There are four factors to consider to avoid falling into the “big logo” trap:
- Target audience. Who do you want to tell about your product? A DeFi platform built for institutions needs different coverage than a dApp targeting individual users.
- Geography & language. Where do your users live and what language do they speak? It makes no sense to promote a liquidity layer built for Asian markets in U.S.-centric channels. The media audience should match the area and language of your user persona.
- Topic. Does your story fit the semantics of the media? Each outlet leans toward a core theme: technology, finance, regulations, culture, etc. Place your materials where they belong.
- Format. What format does your message suit better? Is it breaking news, a deep-dive analysis, a founder interview, or an op-ed that shares a strong viewpoint? The right format will determine the impact and visibility of your story.
When you actually need a tier-1 media vs niche crypto press
There is a common misconception that tier-1 media are a must for establishing legitimacy early on. In fact, early-stage projects gain more traction in crypto-native media due to a high-intent audience. Forbes or Bloomberg readers are more likely to meet a Web3 start-up with skepticism if they notice it there at all. Niche crypto media, instead, can give fast coverage, establish yearly credibility in the niche, and help to build a community of target users.
Once a project gains weight in the crypto community and receives its major investment round, it is ripe for a top-tier debut. Tier-1 is relevant for big announcements that can attract the attention of VCs, market makers or institutional players. For many teams, the right route is sequential: establish credibility in crypto-native outlets first, then expand into mainstream tech or business media once traction supports it. Besides, you need to set realistic expectations and be careful with your budget, as tier-1 media can charge a lot for a single publication.
Top Tier-1 Media Outlets Relevant for Crypto in 2025
These are the mainstream business, tech, finance, and crypto media giants where you can place your story.
Forbes
Type: Business/Finance
Forbes is a global media company focusing on emerging technologies, funding rounds, founder stories, and insights from C-level executives. The portal accompanies VCs and enterprise-level players during their coffee breaks so a valid Web3 project can catch their eye there.
Formats: Investor‑facing stories, thought‑leadership op‑eds, founder interviews, and profiles.
Best for: Web3 projects with a solid brand, credible founders, or executive-level insights into the industry.
Bloomberg
Type: Finance/Markets
Bloomberg is in the upper echelon of media for global financial news coverage. Its crypto coverage centers around fintech markets, regulation news, and institutional adoption. Bloomberg is accessible for Web3 influencing DeFi or RegTech.
Formats: press releases, milestones, and partnership announcements.
Best for: credible exchanges, token listings, institutional‑focused DeFi projects.
Fortune Crypto
Type: Finance/Business
Fortune is one of the biggest names in business media. This media outlet can introduce a trustworthy crypto project to business leaders, investors, and venture fund decision-makers.
Formats: leadership stories, partnerships announcements, feature articles, thought‑leadership op‑eds, interviews.
Best for: late‑stage Web3 startups, projects exploring RWA (Real World Asset) tokenization, and DeFi projects.
TechCrunch
Type: Tech/Startups
When it comes to startup funding, product deep dives, and the technical side of Web3, TechCrunch takes the crown. Being considered one of the best media outlets for startups, it is trusted by tech executives, VCs, and the developer community.
Formats: tech analysis, funding round announcements, deep‑dive blog posts, Web3 product overviews, and explainers.
Best for: late‑stage Web3 startups, Web3 SaaS companies, decentralized protocols.
Reuters
Type: Business/Finance News
Reuters is a hub for global financial and regulatory news known for its strict editorial policy and factual reporting. For Web3 PR, Reuters covers only globally relevant stories involving regulation, market integrity, institutional adoption, or large investment news.
Formats: press releases, thought‑leadership op‑eds, Q&A pieces, interviews.
Best for: exchanges, L1/L2 ecosystems, and companies engaged in compliance or market infrastructure.
The Block
Type: Crypto/Tech
This is a crypto-native tier-1 that made its way to the top with reliable reports and honest crypto project reviews. Institutions, funds, and pro traders rely on it for accurate and timely insights into the technical side of Web3 projects.
Formats: DeFi developments, research-backed announcements, and crypto project review.
Best for: Web3 Infrastructure, compliance, and institutional platforms.
Cointelegraph
Type: Crypto/Finance
Cointelegraph is the first tier-1 Web3 projects think of when it comes to PR due to its reach and high trust level in the crypto community. It blends a wide range of crypto-specific content and has quite a high editorial bar.
Formats: crypto projects overviews, crypto news, op-ed content, press releases, development announcements.
Best for: Web3 startups after a major funding round, established crypto projects.
Decrypt
Type: Crypto/Culture
Decrypt is one of the most recognizable crypto media brands on the planet. It sits at the intersection of crypto and modern culture which makes it a great fit for stories involving NFTs, gaming, consumer apps, and ecosystem adoption.
Formats: project features, interviews, video explainers, demos, and event recaps.
Best for: consumer dApps, GameFi projects, tutorials, and deep‑dive blog posts.
Best Crypto-Native Media Outlets for Web3 PR
Crypto-native outlets speak directly to the active crypto traders, developers, gamers, entrepreneurs, and investors. They are indispensable for early and mid-stage visibility.
CoinDesk
Since 2013, CoinDesk has been providing news on blockchain regulatory developments, market updates, and institutional stories. This chain-agnostic media has a very high editorial bar and provides paid coverage options.
Main Audience: Traders, founders, institutions, analysts.
When to Use:
- Regulation/policy shifts affecting markets
- Institutional traction or verifiable adoption
- Data-backed milestones you can prove
CryptoSlate
CryptoSlate is strong with retail traders and users actively exploring new projects that keep a balance between earned and sponsored content. The publication covers emerging blockchains and Web3 platforms as well as updates of existing projects. You can get there as long as your narrative is consistent.
Main Audience: Retail traders, new project explorers, and early adopters.
When to Use:
- Project features and team introductions
- Token listings
- New product launches with broad appeal
BeInCrypto
Global crypto media outlet with strong multilingual reach and international distribution. Best for paid global announcements for different geographical segments.
Main Audience: Global retail communities, international markets.
When to Use:
- Worldwide announcements
- Market expansion news
- Stories needing multilingual coverage
Bitcoin.com News
The content section of the Bitcoin.com ecosystem delivers reporting on tokens, markets, and exchange developments. Although it started as a purely Bitcoin-centered media, evolved into a multi-chain portal for traders and exchanges. Available for commercial publications.
Main Audience: Traders, token holders, exchange users, Bitcoin community.
When to Use:
- Token updates
- Exchange or listing news
- Market-focused stories
U.Today
U.Today is heavily followed by traders and retail-focused crypto communities. Favours trending DeFi news and projects on the popular trading ecosystems like Solana and BNB Chain. Supports paid promo formats.
Main Audience: Traders, retail crypto communities.
When to Use:
- Listing announcements
- Ecosystem growth updates
- Token news aimed at active traders
Blockworks
A leader in institutional crypto content, balancing news with research and analysis. Blockworks leans toward earned for core news and analysis. It is chain-agnostic with emphasis on institutional themes where large L1/L2s naturally dominate. Your story needs to have an institutional angle, sophisticated narrative, or research-based narrative to secure coverage.
Main Audience: Professional investors, funds, institutional desks.
When to Use:
- Macro + market structure stories
- Institutional partnerships
- Research-aligned or analytic narratives
Bankless
More opinionated and education-focused, Bankless resonates with Ethereum L1, L2s, and DeFi-native projects. The publication features earned-driven content with monetization through sponsorships and subscriptions rather than pay-to-place news. Bankless looks for a strong DeFi narrative and ideological fit.
Main Audience: DeFi enthusiasts, Ethereum community.
When to Use:
- Ecosystem narratives (Ethereum, DeFi, L2s)
- Long-form guides
- Storylines needing cultural resonance
The Defiant
Another Web3 media with an Ethereum bias. It features earned editorial, newsletters, and video DeFi content, although it has some sponsorship formats. The Defiant editors are highly selective and expect technical depth, protocol-level detail, and governance nuance.
Main Audience: DeFi founders, advanced users, governance participants.
When to Use:
- Complex protocol updates
- Governance changes
- Stories requiring DeFi-native understanding
Tech, Fintech & Startup Media That Matter for Crypto
Other non-crypto tier-2 media can be relevant for your project if your narrative is about infrastructure, regulation, B2B value, or enterprise adoption rather than tokens or ecosystem hype.
Wired
Covers technology’s societal impact, security, and big-picture trends. Strong for stories involving privacy, ZK, digital identity, or the regulatory implications of decentralized tech.
The Verge
Focuses on consumer tech, gaming, culture, and UX. A good fit for NFTs, gaming integrations, wallets, or usability breakthroughs.
Finextra
Institution-oriented fintech publication. Ideal for crypto compliance tools, RWA infrastructure, and enterprise blockchain partnerships.
Banking Dive
Great for stablecoin payments, on/off-ramps, settlement tech, and anything touching real financial rails. They look for clear regulatory alignment and enterprise value.
VentureBeat
Covers enterprise tech, AI, and infrastructure. Works for scalability updates, developer tools, and technical breakthroughs with real performance impact.
Sifted
Europe-focused startup coverage. Best for EU funding, regulatory milestones, and fintech/crypto innovation with a regional angle.
The Information
High-end subscription publication. Only relevant for major funding, institutional traction, or significant competitive storylines.
Business Insider (Tech & Finance)
Covers fintech, market trends, and exchange/product news with mainstream relevance. Good for user growth, partnerships, or regulatory navigation.
Alternative Media: Newsletters, Podcasts, YouTube & Communities
In 2025, independent Substack writers, crypto KOLs, popular YouTube bloggers, and podcasters are a crucial part of effective Web3 PR. You can gain traction and credibility within specific chains, ecosystems, or developer communities here before larger outlets take notice.
- Newsletters and podcasts. Independent writers on Substack, podcasts, and ecosystem-focused streamers reach niche audiences. Podcasts allow founders to explain technology and vision in depth, creating a sense of authenticity that traditional coverage cannot always convey.
- YouTube channels and X Spaces. They introduce visual storytelling and community interaction, which are particularly valuable for consumer products, GameFi, and educational content.
- Communities on Discord and Telegram. These channels function as ongoing media outlets for PR in their own right. Solana alpha chats, Telegram news channels or private communities have close-tied connection and a high trust level. They significantly influence awareness and perception in a specialized field.
How to Get Featured in Top Media Outlets Without Burning Bridges
What editors and reporters really want
Editors get hundreds of mediocre, AI-generated pitches and PR copies daily. Reputable Web3 publications won’t accept cliched and vаgue project descriptions with inflated claims or token price speculation.
What catches their eye is a clear message that shows your transparency, product traction, credibility, investor support, renowned ambassadors, and strong opinions backed by facts. To add tier-1 media to press clipping, your PR team should be quick to respond to their inquiries with detailed data.
Common mistakes crypto projects make
There are some actions to avoid:
- Lacking a clear audience definition, leading to generic messages that fail to resonate with users or media.
- Overloading releases with technical jargon or feature lists without a relatable story or problem-solving context.
- Mass-mailing the same press release to different media.
- Overhyping claims or using misleading language erodes credibility and invites backlash.
- Pitching to outlets that don’t match your topic or development stage.
How FINPR can help
As a Web3 PR agency, we know how challenging press coverage for crypto projects can be. We supported 500+ projects on their way to global recognition with detailed strategic media plans, high-quality content that fits editorial expectations, and swift press communication.
Over the 8 years in the business, we’ve built a vast network of top crypto media and niche influencers we consistently work with. These diverse connections allow us to provide our partners with both earned and sponsored coverage across various media tiers.
If you navigate crypto PR for the first time or just feel overwhelmed with the Web3 project promotion nuances, contact us for a free consultation. We can discuss your project details, consult on the first steps you can take to enhance your brand presence, and reach top-tier media.
Building a Sustainable Media Mix for 6–12 Months
Successful PR takes time and steady effort. Here’s a quick breakdown of basic PR activities to build a solid brand presence in the first year:
- Post one or two big stories every few months. It can be announcements on fundraising, exchange listing, or hitting key product milestones in the world’s top media.
- Tie it all together with ongoing thought leadership efforts. Appear in the relevant crypto media every month with expert overviews, op-eds, and interviews.
- Keep your community engaged every week with newsletters, podcasts, blogs, and YouTube channels.
Consistency is key. One high-profile article can help, but real brand strength comes from showing up again and again across a variety of tiers. The companies that succeed treat PR as a way to tell their story over the long haul, not just a single publicity stunt.
