A few years ago, it seemed like everyone and their mothers could not stop talking about blockchain and cryptocurrency. The conversation in 2019 is still surrounding these things, but it has evolved in several ways. No longer are people just talking about blockchain, they are talking about marketing for it and how to properly engage in blockchain PR.
Now that people are starting to actually understand the world of crypto more thoroughly, they are starting to focus on more advanced aspects of it. Blockchain companies in particular are taking major steps forward by investing more time, money, and efforts into their product. Some are taking the right approach in relating to the public by following these steps.
STEP 1: EDUCATION
Before anything else, there has to be a focus on educating the public. Cryptocurrency and blockchain are not easy concepts to grasp – for some people this is more true than others. First, you need to education your audience on the basics and then you can move on to more advanced concepts.
You need to show how blockchain works, but more specifically why your blockchain company is a smart financial investment that should not be passed up. There are a few approaches you can take to educating the public, including offline events like business get-togethers, online events such as webinars, and one-on-one meetings with journalists.
The latter is the ultimate way to spread your blockchain gospel; if you educate a journalist who has a voice that is heard, your message can be effectively passed on to the public.
STEP 2: DEMONSTRATION
Simply talking about your blockchain product or service is not enough, not by a long shot. The next step is to demonstrate what it can do and why it is so valuable. This is the time to showcase what you are doing, who is involved, and how successful it can be. Combining steps 1 and 2 is more than possible. The demonstration can happen simultaneously with the educational meet-up.
Obviously a “demonstration” for blockchain does not involve pushing a button and watching what happens. What we mean by demonstration is to show the functionality of your product and the steps involved in how it works. If it is a blockchain app you are selling, you need to walk your audience through how to use it in order to show its full potential.
STEP 3: INSPIRATION
Inspiration is a key element of public relations. It is your job to inspire journalists, publicists, and industry leaders so that they have the same passion about your product as you do. This will give them the motivation to spread the word and paint a pretty picture to the public. Remember that when you sell any product, you need to show your passion – especially for something as obscure and difficult to understand as blockchain.
A UK-based blockchain PR form says that the takeaway should be that you “need not only to explain things, but also to inspire, so that people see what they can do thanks to your product/service.”