PR & Media Relations · Regional Outreach
Coverage nobody reads is not PR. It is an invoice.
Sigmaa builds media programs that produce credibility you can point to - media strategy, press-release and article development, thought leadership, regional outreach and reputation management. We tell you which placements move a partner's opinion and which are volume you are better off skipping. Use this layer when reputation and narrative timing matter. Skip it when you only want a collage of outlet logos.
- Usually within one business day
- Honest fit check first
- Free first check · Scope before paid work
Honest publication assessment · Paid coverage disclosed · No guaranteed-placement promises · Media Relay Coverage Doctrine · Reply usually within one business day
Audience fit
Who this is for
- Token projects and Web3 companies with a launch, funding round or product milestone to announce
- Exchanges and fintech platforms entering a market where local media shapes trust
- Companies rebuilding credibility after a difficult period or a reputational issue
- Businesses preparing for partnerships or listings where counterparties search your name first
- Founders with a genuine point of view and no route into the publications that matter
Proprietary method
Media Relay Coverage Doctrine
Sigmaa treats PR as earned attention with a job: the right desks, the right narrative, the right timing, and follow-through into owned channels.
Job 01
Earn coverage on desks your buyers and partners actually read
Job 02
Prepare spokespeople for hard questions before outreach
Job 03
Time announcements against market and product reality
Job 04
Turn coverage into SEO, social and sales follow-through
Category definition
What a crypto PR agency should refuse to sell
A crypto PR agency should sell narrative placement and reputation control, not screenshot packages. Credible work targets relevant desks, prepares spokespeople, times announcements and converts coverage into owned distribution. Coverage nobody reads is not a win.
Operators evaluating crypto PR agency should demand fit criteria, owned artefacts and reporting that survives leadership review.
Sigmaa scopes crypto PR agency as an operating engagement with clear stages, not open-ended activity.
Sigmaa runs crypto PR agency with artefacts, stage ownership and kill criteria a leadership team can audit.
Proof without theatre
Artefacts you can inspect
No invented case metrics. These are the operating artefacts a serious buyer should demand.
A01
Narrative brief and newsworthiness angles
A02
Desk map with relevance notes and outreach sequence
A03
Spokesperson Q&A and risk lines
A04
Coverage-to-owned-channel amplification plan
Fastest path to a real answer
Free newsworthiness check
Share the announcement. Get a desk-relevance and timing read before another vanity outreach blast.
- Usually within one business day
- Honest fit check first. If we are wrong for you, we say so.
- No pressure pitch. Scope agreed before any paid work.
Operating system
The real cost
Most crypto PR budget buys placements that convince nobody
The crypto media market has an unusually large paid layer. Much of it is sold as coverage, delivers a link on a low-authority site, and changes no one's opinion - while the publications that actually influence partners and exchanges remain unreached. That is why disciplined crypto PR agency matters.
Sound familiar?
- A monthly report full of placements you have never heard of and never seen referred to
- The same press release reworded across twenty sites, none of them read by your buyers
- No distinction drawn between earned coverage and paid distribution
- Announcements with no news value, pitched to journalists who ignore them
- Local media in your priority markets never approached because nobody has the relationships
- Coverage that vanishes from search within weeks and contributes nothing lasting
What you get instead
- Target publications ranked by influence on your actual audience, not by volume available
- A narrative with genuine news value, prepared before anyone is pitched
- Earned and paid activity clearly separated, priced and reported
- Regional outreach in the languages and markets where your growth is happening
- Thought leadership that gives founders a reason to be quoted repeatedly
- Honest reporting, including when a pitch does not land
Market failure modes
Three expensive habits we replace
01
Guaranteed-placement packages.
Anyone guaranteeing coverage in a legitimate publication is selling advertising, whether or not they call it that. That is fine if it is disclosed and priced as advertising - and a problem when it is sold as editorial credibility.
02
Volume over relevance.
Fifty placements on aggregator sites produce a screenshot for a board deck and nothing else. One article in a publication your target exchange's BD team actually reads is worth more than all of them.
03
Announcements without news.
Journalists in this sector receive more releases than any other. A release with no news value does not get ignored quietly - it costs you the relationship for the announcement that would have mattered.
Operating system
Six modules - each one solves a specific commercial problem
Module 01
Media strategy and target mapping
Publication research, influence assessment, target list by market and audience, and a realistic view of what is reachable earned versus paid.
Solves: budget spent on outlets nobody in your market reads.
Module 02
Narrative and news development
Story angles with genuine news value, message framing, spokesperson positioning and timing against the market cycle.
Solves: announcements pitched with nothing to announce.
Module 03
Press release and article development
Press-release development, article development, and supporting assets prepared to publication standard rather than internal standard.
Solves: assets that need rewriting before any editor will look at them.
Module 04
Media outreach and coordination
Outreach to mapped targets, journalist relationship handling, interview coordination, and sponsored-content and reportage coordination where paid activity is agreed.
Solves: a strong story that never reaches anyone who could publish it.
Module 05
Thought leadership and brand awareness
Thought-leadership content, expert commentary programs, and brand-awareness campaigns that make founders quotable rather than one-off subjects.
Solves: visibility that resets to zero after each announcement.
Module 06
Reputation and crisis-communications planning
Reputation management frameworks, response planning, and prepared positions for foreseeable scenarios.
Solves: improvising a public response under pressure.
Engagement path
How we start
01
Free media review
We assess your current coverage, search presence and announcement pipeline. You leave with a view of what your coverage is actually doing for you.
02
Strategy and narrative
Target publications, narrative angles, earned/paid split, timeline and spokesperson plan - agreed before outreach.
03
Produce and pitch
Assets developed, outreach run, interviews coordinated, paid placements arranged and disclosed where agreed.
04
Report and build
Honest reporting on landed and unlanded coverage, and progressive relationship building with priority publications.
The engagement
A media program with an honest ledger
Includes media and publication research with influence ranking; media strategy and narrative development; press-release and article development; media outreach and journalist coordination; sponsored-content and reportage coordination, clearly disclosed; thought-leadership and expert commentary program; regional and multilingual media outreach; reputation management and crisis-communications planning.
- announcement or launch campaign
- retained media program
- reputation and thought-leadership program
Entry point: send your last six months of coverage - the review is free and usually uncomfortable.
Buyer decision layer
How to choose without getting sold
- 01Do they start from newsworthiness, or from media lists?
- 02Will they prepare spokespeople for hostile questions?
- 03Is follow-through into owned channels part of the plan?
- 04Do they refuse vanity placements that impress nobody?
01
Press-release blaster
Volume outreach, weak relevance.
02
Pay-for-feature broker
Buys logos. Burns trust.
03
Sigmaa Media Relay
Relevant desks and usable narrative outcomes.
Straight answers
Honest answers before you decide
Can you guarantee coverage in a specific publication?
No. Media placement, publication, reach and third-party acceptance are not guaranteed. Editorial decisions belong to editors. Where a placement is paid, we will tell you it is paid and price it as such.
Do you use paid placements?
Where they serve a purpose and are agreed in advance - and they are disclosed as sponsored or commercial content. Mixing paid placements into a report as if they were earned coverage is the standard practice in this sector and we do not do it.
Will PR improve our search visibility?
Sometimes, and it depends on the publications and the links involved. We do not sell PR as an SEO product. If search visibility is the objective, SEO & AI Search Optimization is the more direct route.
We had a reputational incident. Can you help?
We can help with reputation management and crisis-communications planning, coordinated with your legal counsel. We do not remove or suppress accurate reporting.
FAQ
Questions buyers ask
What does a crypto PR agency do?
Develops the media narrative, identifies and ranks target publications, produces press and article assets, runs outreach to journalists and editors, coordinates paid placements where agreed, and builds ongoing thought-leadership visibility for spokespeople.
What is the difference between earned and paid coverage?
Earned coverage is published because an editor judged it newsworthy. Paid coverage is purchased placement. Both can serve a purpose; problems arise when paid coverage is reported as earned, which misleads internal stakeholders about credibility.
How much does crypto PR cost?
It varies by market, publication tier, and the earned/paid mix. The largest cost variable is usually paid placement rates, which differ enormously and should be quoted transparently rather than bundled.
How long before PR produces results?
Announcement-driven coverage moves in weeks; credibility and thought-leadership positioning build over quarters. Anyone promising established media relationships in a month is describing paid distribution.
Do you handle non-English media?
Yes. Regional outreach and multilingual content adaptation across the GCC and Dubai, the wider MENA region, Persian-speaking and Farsi-speaking communities, Europe, LATAM and the CIS.
Can you write thought-leadership content for our founder?
Yes, developed from real input and real positions. See Web3 Branding & Personal Brand Development for the underlying positioning work.
How should founders evaluate a crypto PR agency?
Ask for desk relevance logic, spokesperson prep process, timing strategy and how coverage will be reused.
What does good work look like after a launch window?
Relevant coverage, controlled narrative, prepared spokespeople and amplification into owned channels that keep the story alive.
Transparency
Risk & transparency
Service notice
Media placement, search ranking, publication, reach and third-party acceptance are not guaranteed. Sponsored, paid and commercial content should be appropriately disclosed. Communications relating to financial or virtual-asset products are subject to client authorization, target-market eligibility, applicable law and platform policies, and clients remain responsible for the accuracy and legality of the claims made in them.
General disclaimer
Sigmaa provides B2B marketing, growth, technology, research and business-development services. Sigmaa does not provide investment advice, execute transactions, hold customer assets, operate as a broker or market maker, solicit investments, or guarantee listings, liquidity, trading activity or commercial outcomes. Certain services are subject to client eligibility, applicable regulations, target-market restrictions and third-party approval.
Closing argument
Why this layer is different
PR should change who trusts you next week. Media Relay is built for that, not for vanity clipbooks.
Zero ambiguity
What happens after you message
The path is designed to get you an honest answer fast - not a long sales maze.
Step 1
You send the announcement and target desks.
Step 2
We confirm fit and newsworthiness gaps.
Step 3
You get a relevance-first outreach path, not a blast list.
Send a message
Free newsworthiness check
Share the announcement. Get a desk-relevance and timing read before another vanity outreach blast.
Pick the closest problem
- Vanity coverage
- Wrong desks
- Spokesperson unprepared
- No owned follow-through
Usually within one business day · No pressure pitch. Scope agreed before any paid work.