The Crypto Press Release Template That Gets Read

A press release is not an announcement. It is a document whose only job is to help a specific person — a reporter with forty unread pitches — decide quickly whether there is a story here, and then write it without having to email you three times.

Almost every crypto press release fails because it was written for the wrong reader. It describes what the team built, in the team’s vocabulary, in the order the team thinks about it. The reporter needs something else entirely: what changed, for whom, and how do I check.

The structure

1. Headline: what changed, in plain language

Under about twelve words. No product names the reader does not already know, no adjectives, no colon-subtitle construction. If your headline needs a subtitle to make sense, the headline is not finished.

The test: could a reporter paste this into their CMS and have it be broadly accurate? If it needs translating, you have handed them work rather than saving them work.

2. First paragraph: the whole story

Who did what, when, and why it matters — in one paragraph that could stand alone if everything below it were deleted. Many reporters will use exactly this and nothing else. Write it accordingly.

Resist the urge to build. There is no reveal. Reporters do not read to the end of a release they are not already interested in.

3. The verification section

This is the part almost nobody includes and it is the part that decides whether you get covered. A reporter needs to substantiate your claim without taking your word for it. Give them the means:

• On-chain addresses, transaction hashes or contract addresses where relevant
• Links to the audit, the filing, the repository, the specification
• Numbers with a stated methodology — what was counted, over what period, by whom
• Named customers or partners who have agreed to be contacted

If you cannot verify a claim, do not make it. A single unverifiable assertion causes a reporter to discount the entire document, and the discount is permanent.

4. Quote — one, and make it say something

One quote, from the person most credible on this specific subject. Frequently that is not the chief executive; if the announcement is technical, the engineer who built it will produce a far more usable quote than a founder reciting positioning.

A usable quote contains an opinion, an explanation or a concession. It does not contain the phrase “we are excited to announce”. Nobody has ever printed that sentence.

5. Context paragraph

Where this sits in the category, honestly. Two or three sentences. This is where you help a reporter who does not follow your sector daily understand the significance — and where an honest acknowledgement of what you have not solved buys you enormous credibility.

6. Boilerplate

Three or four sentences about the company. Founded when, does what, based where, funded by whom if public. Keep it factual and keep it identical across releases so it is quotable.

7. One named contact

A human name, a direct email and a realistic response time. A generic press address answered in two days is functionally the same as no contact at all — reporters work to deadlines measured in hours.

What to cut

Superlatives. “First”, “leading”, “revolutionary”, “game-changing”, “next-generation”. Each one is a claim that invites checking, and “first” in particular is almost always wrong. If you are genuinely first at something, state the specific thing narrowly and provide the evidence.

Price, market cap and return language. It is irrelevant to the story, it makes the release look promotional rather than newsworthy, and in many jurisdictions it creates a compliance problem for both of us. We do not write it into client releases.

The technology tour. Reporters do not need your architecture explained before they reach the news. Link to the documentation.

Unnamed partners. “A major exchange” and “a top-tier institution” read as things you are not allowed to say, which is how a reporter will treat them.

Future tense presented as achievement. A signed letter of intent is not a partnership. A licence application is not a licence. An audit in progress is not an audit. State what has actually happened.

Length and format

Four hundred to six hundred words. Plain text in the email body as well as attached — a reporter should never have to open a PDF to find out whether they care. Assets linked, not attached. Embargo, if any, stated at the very top with the exact date and time zone.

The final check

Before it goes out, ask three questions. Would a reporter who does not know us understand the news from the headline and first paragraph alone? Can every factual claim in this document be independently verified by someone who does not trust us? Is there a single sentence here that exists to please someone internally rather than to inform the reader?

The third question is the one that improves most releases, and it is the one nobody asks.

If you want this applied to a specific announcement, our crypto PR service covers exactly this work — and the more useful half of it is us telling you when the announcement is not a story yet.