Three crypto media formats I use most (and what they actually deliver)
If you're planning comms for a protocol/exchange/tooling project, here's a quick decision framework based on stage + expected action. These are directional benchmarks, not guarantees.
1) Press Release
- Fit: early or growth; L1/L2,
#CEX /
#DEX , infra; milestones only
- Expected action: 0.3-0.8% conversion to site/socials
- Works best as a sequence: measurable lift usually in 3-6 releases
- Efficiency coefficient: 0.6-0.9
- Price/quality: cheap, but weak (value skews to price)
2) News / Feature / Reportage / Review
- Fit: mature protocols + major partners; infra/B2B with data or access; wallets/DEX/DeFi/GameFi
- Expected action: 0.8-1.5% to site or brand search (news); 1.5-4.0% to sign-ups (reviews)
- Side effects: features drive citations + partner inbound
- Efficiency coefficient: 1.2-1.6
- Price/quality: pricier, but effective (value skews to quality)
3) Interview & Native
- Fit: strong founder or technical lead; complex tech; B2B/infra that needs education
- Expected action: 0.6-1.8% to subscribers, demo requests, waitlists
- Timing: strongest around major releases
- Efficiency coefficient: 1.1-1.4
- Price/quality: mid-high cost; strong trust effect
Question for the community: which of these has delivered the best ROI for you recently, and why?