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Unless you’ve been living under a rock for the past year, I am sure you’ve heard of blockchain and crypto currencies. Blockchain’s all over the place and promises to disrupt the world as we know it. However, in order to do that, blockchain startups, like all other startups, need a solid PR strategy to get off the ground and make a name for themselves.

So how do you publicize a blockchain startup? Well obviously, you need to utilize existing knowledge, experience, connections, know-how, and combine it all together with deep insights into your target audience, in order to succeed. But what more do you need? In this article, I have put together a basic framework that crypto publicists and marketers should follow when trying to create brand awareness around their new startup, whether it be pre or post ICO. Now why should you listen to me, you ask? Well, because the advice I give here is based on our PR efforts for two of the 10 most successful ICOs which occurred this year: Bancor which raised $153M in three hours, and Stox which raised $33M in 34 hours.

The plan starts with understanding who your audience is. In this case, your audience will be separated into two groups: Those who understand blockchain and those who don’t. The knowledgeable crowd will usually come from some sort of existing crypto community. Either they invested in an ICO, or just spend a great deal of time on relevant subreddits or CoinDesk. Whatever the case may be, these folks have a higher level of understanding of the blockchain space and require more advanced terminology and technical know-how when speaking with them. They also read specific publications and are found on different social networks/platforms than the mainstream crowd.