To be clear, blockchain PR agencies don’t need to have coding or smart contract development skills, but a little bit of technical knowledge will help them create relevant content and position your firm as thought leaders in the industry. Which is why it’s important to know that the blockchain PR team has at least a few tech-savvy employees or a consulting relationship with a technical expert.
Digital marketing isn’t just about content creation and keyword targeting any more. Noteworthy blockchain PR agencies have working relationships with journalists, institutional investors, mainstream publications, editors, online influencers, and perhaps even potential rivals and partners. An agency with the right network can help you get the right sort of publicity and investor attention for your project.
Agencies generally work with more than one client at a time, and there’s nothing wrong with that. However, it’s important to know how much time and effort the team can commit to your project. If the blockchain PR firm is already working with a number of bigger and more resourceful clients, it may be fair to say they won’t give you much attention once the contract has been signed.
Despite the intangible nature of publicity and marketing, your digital PR agency needs to have a set of metrics that they can use to measure performance. Ask your team if they focus on return on investment, engagement, positive coverage, or volume of sales before you commit to working with them.
As with any other business investment, PR and marketing requires a tight budget and a fair balance between costs and priorities. Speak to your blockchain PR agency – openly and honestly – about the budget they recommend and the services they can provide at different price-points. You don’t want to commit to a budget that’s too low and leaves your PR team underutilized, just as you don’t want to spend too much money on irrelevant events and press appearances. Having this conversation early will ensure all parties have measured expectations and concrete goals set out before launch.