How to Get Press Coverage on the Crypto & Web3 Beat in Asia
I recently ran a PR campaign for a Web3 project where investors could participate in profit sharing tied to real-world consumer brands in Asia. Here's what I learned.
I recently ran a PR campaign for a company launching a Web3 project where investors could participate in profit sharing tied to real-world consumer brands in Asia. The concept was compelling and immersive, but it also ended up being a crash course in how to run comms on the Web3 beat.
I quickly learned that the space is loud, crowded, and competitive. To stand out, you need not just novelty but also credibility and a working knowledge of the landscape.
Asia Leads in Crypto Adoption
Asia is now at the forefront of real-world crypto adoption. According to the 2025 Global Crypto Adoption Index from Chainalysis, India ranks first globally, while Pakistan, Vietnam, Indonesia, and the Philippines all land in the top ten. This suggests that adoption in Asia is driven by grassroots use cases rather than speculation, a point reinforced by CoinDesk’s coverage.
Regulation is often the lens through which journalists interpret stories. In Singapore, the Monetary Authority of Singapore (MAS) has strict guidelines that limit how Digital Payment Token services can be marketed to the public and mandate prominent risk disclosures.
In Indonesia, crypto oversight formally shifted from Bappebti to the Financial Services Authority (OJK) on January 10, 2025, through POJK 27/2024, which defines crypto as a “digital financial asset” and imposes new requirements for governance, consumer protection, and reporting.
Meanwhile, Hong Kong’s debut of spot bitcoin and ether ETFs in April 2024 has created a benchmark for regulated crypto financial products in Asia.
Channels, Outreach, and Telegram
Connecting with journalists requires a different playbook. On Asia’s crypto beat, many reporters are active on Telegram. This means that email, LinkedIn, and WhatsApp are not always the most effective channels for first contact.
Telegram often serves as the introduction point, and once trust is established, the best practice is still to follow up with a short, personalized email.
Data from the Muck Rack State of Journalism report shows that reporters across industries continue to prefer concise pitches under 200 words that are directly relevant to their beat.
In such a cluttered environment, novelty must be supported by substance. Reporters are inundated with pitches promising the “next big token.” What makes a story stand out are verifiable metrics, audited traction data, security attestations, and clear endorsements from named partners. When citing adoption trends, it helps to use neutral, recognized sources like Chainalysis to provide legitimacy.
Tailor to the Outlet
It is also critical to tailor your pitch to the outlet. Cointelegraph is designed for ecosystem updates, product launches, and governance developments. Regional business media like the South China Morning Post and Nikkei Asia tend to focus on regulatory shifts, institutional adoption, and macroeconomic impact.
An exclusive should be offered only when the story is substantial, such as a new license, an audited usage milestone, or a major institutional partnership.
Offering tokens or incentives in exchange for coverage is prohibited by newsroom ethics and will undermine credibility. The stronger strategy is to build trust over time by sharing clean data, offering access to expert spokespeople, and showing up consistently with value beyond press releases.
Specialized distribution services can also amplify visibility. Three crypto-specific newswires worth considering:
- Chainwire is distributed across major cryptocurrency outlets, including CoinDesk and CryptoSlate.
- BTCWire focuses exclusively on blockchain and crypto news.
- Blockchain Wire connects announcements to journalists, investors, and influencers across crypto-native networks.
These platforms differ from traditional PR wires by targeting highly relevant, crypto native audiences.
Getting press coverage in Asia’s crypto and Web3 sector requires far more than just a novel product. It depends on regional fluency, regulatory awareness, the right outreach channels, and a track record of credibility.
In one of the noisiest sectors of modern business, novelty alone will not get you covered. Novelty combined with precision, trust, and relationships just might.
Need help breaking through the noise in Asia’s crowded crypto and Web3 media landscape?
Mission Media specializes in PR and corporate comms in Asia. As a future-focused reputation partner, we boost your brand equity and share of voice with intelligence and authenticity. Check out our services and get in touch.
