The Crypto Communications Collective Learning Series breaks down relevant and timeless topics in communications, supporting our members by setting them up for success in their daily work.

Each session hosts an expert (usually media) for an insightful and transparent discussion guided by perceptive questions from CCC members.

Our debut session, ‘Breaking the journalist code’ with Zack Seward, was held in September 2023.

Disclaimer

Based on the discussion with Zack Seward, the below monologue was generated. This monologue was based on notes collected during the conversation and is intended for educational use only.

The CCC and Zack Seward assume no responsibility or liability for any errors or omissions in the content. The information contained in the article is provided with no legally binding guarantees of completeness, accuracy, usefulness or timeliness at the reader’s time of viewing.

This article is intended solely to promote the general understanding of the communications industry and the relationship between communications professionals.

“Hey, Zack here to recap a discussion about how media professionals like me think and operate in the dynamic crypto landscape. Let's start by addressing some key observations about the current media landscape and how it affects the way journalists and editors approach their work.

Firstly, there's a perception that readership hits have become the priority, leading to clickbait-style headlines and a focus on doom and gloom news. Is this an accurate portrayal of today's media environment? To some extent, yes. There's a significant amount of skepticism about crypto in the mainstream press, and media outlets are capitalizing on this imbalance. In the current bear market, newsrooms are being more selective, so it represents an opportunity for deep dives into niche topics.

Now, let's explore the misalignments between what PR professionals are pitching and what journalists are seeking. The best pitches, in my experience, aren't pitches at all. Instead, they provide valuable insights, and gossip, or lead journalists to something intriguing, even if it's unrelated to a specific client. Building relationships and being genuinely useful to journalists lays the groundwork for future coverage.

There's a hierarchy to consider. Reporters, especially those with niche expertise, are often the best targets. Personal preferences vary greatly among journalists. Some, like Ian Allison, are open to all conversations, while others, like Brady Dale, may have a different approach. It's essential to understand each journalist's preferences and worth noting that the crypto industry tends to disintermediate, preferring direct connections to founders and leaders.

Now, let's shift our focus to speaking at conferences and events. Crafting a successful speaking application requires a clear nut graph – the 'so what' or 'why' factor. What's your compelling thesis at this very moment? How are you adapting to the current market situation? Presenting a novel angle on a familiar topic can also be compelling.

You might be curious about where I source my news from. Well, I am a recovering Twitter addict, so that's one place. Still not quite comfortable calling it X yet. I scan One Crypto Feed daily, as well as the various dedicated media channels and degen group chats on Telegram, like DeFi Prime. So does this imply social media is a credible source? It's a bit of a mixed bag and totally depends on the content. If there's a lot of engagement and a topical conversation is brewing, it might warrant our attention as media professionals.

On a related note, thought leadership from founders and leaders in the industry can be valuable. Sharing this on social media could be a decent way to distinguish your clients from other leaders in the space: but it can’t be self-promotional. Media are looking for provocative conversations, well-reasoned arguments, and a conversational tone that engages our audience.

If I had to dream big for a conference guest, I'd say someone like Vitalik, but with a more creative twist. Amir Taaki could be fascinating, too. It's a constant struggle to balance the biggest name possible with the most relevant expert. When submitting speaker applications, make sure you’re looking at the format and accounting for the type of audience it will attract.

For events, the pay-to-play aspect shifts depending on the geography. Asia tends to be more inclined toward it. Gender and diversity are crucial considerations too. Many events now prefer women as speakers to address the underrepresentation issue and avoid ‘manels.’ I would love to see more diligent PR pros on stage moderating and driving conversations, but the demand for C-Suite executives on stage is too strong and there's often conflicts of interest that come into play.

As for who tipped off Ian Allison, a good journalist will never reveal their source! I can say with certainty it wasn’t CZ though. So there you have it – we cracked the journalist code - thanks for having me.”

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