Inside a Journo’s Mind: What Are Crypto Journalists Looking For?

Are you ready for a journey into the crypto journo’s mind?

That’s today’s topic: understanding the needs of crypto reporters, and how to meet them. It can be a bit edgy, with loads of frustrations, but new friends and colleagues around every corner. 

Before we kick off, let’s get one thing straight: crypto journalists aren’t your typical reporter. They can savagely scrutinized on their own writing–as most do in crypto, to be honest–so they demand the same back. 

Journalists can smell a fluff piece from a computer screen away, and believe us, they’re not interested in reading “innovative,” “revolutionary,” or “onboarding the next billion users,” ever again. 

In other words, unless you have genuine news, it’s best to stay away. 

Let’s dive in.

Serve Up the Real Deal

Every journalist wants a scoop. 

And for that, they’ll want a sit down with the decision-makers on your team. The C-Suite executives, your top developers, or the people who are on the inside making the calls that calm (or disrupt) the market. 

If you can’t serve up a scoop, which is fine because not everything has that option, then still try to get a sit down face-to-face with a journalist. People appreciate talking to other people, and not just via email. 

What we will preface: prep your spokesperson. And this doesn’t mean asking the journalist to send over their questions beforehand (that will rile them up quicker than a fake source), but rather prepare them with important talking points.

Failing to prepare is preparing to fail. 

Speak Human, Not Crypto-Bot

We live and operate in a developer-heavy world, but that doesn’t mean every interaction has to be that way.

Besides, not everyone is technical in crypto. So instead of speaking like ChatGPT, and forcing your friendly neighborhood reporter to ask for interpretations from another AI, speak like a human.

Explain complex concepts like you’re talking to your grandma who thinks a cold wallet is something you get from sitting on metal benches. Use analogies, keep it simple (stupid), and leave the jargon at home. 

Be Transparent

This is actually a pro-tip in and of itself.

There’s nothing more frustrating for a journalist than a fake lead. Just be honest with them, be upfront about the challenges and the risks, and what the rough edges of your project are. That will not only score points on honesty, but it will also say you are a balanced company that understands nothing is perfect.

Because that’s what journalists will think. “Okay, I’ve seen this a couple of times and it’s cool, but it comes with these drawbacks, I wonder if they’re willing to acknowledge it.”

Journalists have a knack for uncovering the truth in situations, so keep that in mind, and be transparent about your project’s potential risks. It will also help you steelman your own company for when you need to make a raise or defend it on a panel. 

Build Relationships, Not Just Press Lists

Good relationships take time. 

And they shouldn’t be called upon when you need coverage. Follow up after a story is published, and continue nurturing that relationship. Ask how the person is doing, or ask them what sort of books they like to read. 

Does the journalist that you usually pitch like any sports? Okay, which ones? Remembering personal details goes a long way in an industry that is entirely remote. It’s tough, sometimes, to keep track of every and anybody in this space, but that means even more power when you do.

Build genuine connections, treat journalists like humans (or better yet, as a friend), and the rest will follow suit.

You’d be surprised how many times we’ve landed pieces simply because we have built true rapport with a reporter. 

Here’s what Dan Roberts has to say about this from a journalist perspective: