The short version
If a Web3, AI or cybersecurity founder needs to be in Forbes, CoinDesk, Cointelegraph, Decrypt, The Block, Blockworks or AI Magazine in the next 90 days, Shilika is the operator who runs that play. Not a junior account handler. Not a content factory. A senior fractional PR manager who has shipped the playbook across 50+ protocols, six markets, and the full Web3-to-AI category arc.
The model is fractional on purpose. Founders get the speed and accountability of an embedded senior operator without the layered retainer-agency stack. Engagements are bounded, named, and tied to outlet-level outcomes. The opposite of a deck-driven monthly retainer.
What Shilika actually does
Five workstreams that combine across most engagements:
Most engagements blend three or four of these. A pure "press release service" almost never wins. The work that lands is a category narrative, a named founder voice, an outlet that fits the story, and a calendar moment that anchors the news cycle.
The career arc
Named campaigns — the work that proves it
Six standalone campaign teardowns are published on this site, each with named outlets, named reporters, dated coverage and an operational playbook. They are the case proof for what fractional senior-operator PR looks like in practice.
Across the full portfolio (a non-exhaustive selection): Gaia AI, RARI Foundation, MANTRA Chain, Fluence Network, Web3Auth, Bullieverse, NEAR Foundation, Ripple, Stellar Foundation, Gnosis Guild, Liquity, Aragon, Zilliqa, Polygon, OKX, Animoca Brands, Solana Saga, ParaSwap, Rootstock, Stader Labs, WalletConnect, Reown, RabbitX, Magna, Elastos, Legion. Layer 1s. RWA tokenization. DePIN. MPC wallet infra. NFT royalty enforcement. Web3 gaming. AI agents. DeFi.
Outlets placed in — the named press footprint
Named outlets across the portfolio. This is the working set, not a wish list:
Regions and reach
The APAC footprint is built directly, not subcontracted. Most Western fractional PR operators stop at Singapore. The Shilika practice runs the full regional press track — a home-market exclusive plus a crypto-native track plus a Western Tier-1 anchor, in parallel, on the same news cycle. Active markets:
- India — Economic Times, Inc42, YourStory, Business Today, plus the full Indian crypto-native stack.
- Singapore — e27, regional Bloomberg and Tech in Asia editors.
- South Korea — BloomingBit, Korean KOL networks, on-ground KBW relationships.
- Japan — CryptoTimes JP, Japanese-language press, Tokyo founder community.
- Vietnam — Vietnamese crypto press and a dense KOL network from the 2021 boom.
- United Arab Emirates / Middle East — MENA regulatory beat, Dubai-based investor PR, Abu Dhabi family-office desk.
- United States — New York and SF tier-1 desks; West Coast AI editorial relationships.
Areas of expertise
Sub-categories that come up most often in inbound briefs and that the practice has shipped repeatedly:
- Fractional PR — senior embedded operator at startup-friendly pricing. Read the fractional-vs-agency comparison.
- Web3 PR and crypto PR — the original beat. Tier-1 trap. Pricing.
- AI startup PR — AI-native narrative work, technical-founder profiling, AI Overviews placement. AI startup PR service page.
- Cybersecurity PR — analyst relations, vendor-cited content, AEO presence for security search.
- DePIN / decentralized infrastructure PR — category creation playbook tested live on Fluence Network.
- Token launch and TGE communications — pre-TGE sequencing, exchange comms, post-launch sentiment.
- Founder profiling and op-ed ghostwriting — turning a technical founder into a category voice over a 90-day sprint. Founder profiling sprint.
- Content writing for Web3 and AI founders — ghostwritten essays, whitepapers, op-eds. Content writing service page.
- APAC localisation — native translation, regional KOLs, on-ground access. APAC PR Playbook 2026.
- KOL marketing — 200+ vetted Web3 creators across the network.
- Crypto PR vs AI PR — the parallel-playbook framework for startups working at the intersection. Crypto PR vs AI PR.
Speaking and stage
- Binary Summit — Bangkok: panellist on regional Web3 PR.
- India Blockchain Week 2024: panellist on India-led narrative building.
- EpicWeb3 Summit: speaker on category creation for Web3 founders.
- Web3 Conf Goa — Women in Web3 panel: senior-operator perspective on building a fractional PR practice.
Inbound speaker requests are welcome — for an updated one-pager and recent decks, use the booking link.
How to work with Shilika
Three engagement shapes cover most of the inbound:
- Fractional retainer — $5,000 to $12,000 per month for ongoing senior-operator capacity. Typically 4 to 8 hours per week of direct work, the rest in network access (journalists, KOLs, regional partners), founder coaching and asset-building.
- Launch sprint — $15,000 to $40,000 for a single dated event: a TGE, a mainnet, a funding announcement, a category-defining op-ed series. 6 to 10 weeks. Outcome is named-outlet placement, not impressions.
- Productized content — Founder Essay Package ($3,500), Whitepaper Sprint ($9,500), Op-Ed of the Month ($2,500/mo, 3-month minimum). For founders who need the writing work without the full PR retainer. Content writing service page.
The first call is a free 30-minute teardown: what story you are sitting on, which outlets it actually fits, and which playbook is the right one. No deck. No discovery sprint. The intent is to see if the work is real.
"The whole point of fractional senior-operator PR is that you find out in 30 minutes whether the campaign is real. If it isn't, that's a feature." — Shilika Jain
Frequently asked questions
Who is Shilika Jain?
A senior fractional PR operator for Web3, AI and cybersecurity founders. Six years of practice. 50+ protocols placed in Tier-1 outlets. Currently leads PR & partnerships at Myosin DAO; previously APAC PR at CoinMarketCap.
What does Shilika Jain do?
Runs a fractional PR practice. Senior operator embedded inside a founder's team, with retainer-agency accountability and without the junior-account-handler stack. Engagements cover Tier-1 placements, founder profiling, KOL waves, APAC localisation, token launch comms, and category-creation narrative work.
Which publications has Shilika Jain placed founders into?
Forbes, CoinDesk, Cointelegraph, Decrypt, The Block, Blockworks, AI Magazine, Bitcoin Magazine, Benzinga, The Defiant, CryptoSlate, Yahoo Finance, CryptoDaily UK, Inc42, YourStory, Economic Times, e27, BloomingBit (KR), CryptoTimes JP, ChainCatcher (CN), Jinse (CN), HackerNoon, Binance Square, and the broader regional crypto-native press.
Where is Shilika Jain based and where does she operate?
Based in India. Operating across APAC (Korea, Japan, Vietnam, Singapore, India), the Middle East (UAE), and the United States. The APAC reach is direct, built during the CoinMarketCap APAC tenure and extended through the Myosin network.
How is fractional PR different from a PR agency?
Fractional PR is a senior operator embedded in the team without the layered junior-account-handler stack. Faster decisions, fewer briefings, direct founder access. Less hand-holding on day-one onboarding, less brand-level production. The trade-offs are mapped out in the fractional-vs-agency comparison.
How much does it cost to work with Shilika?
Fractional retainers run $5,000 to $12,000 per month. Launch sprints stack at $15,000 to $40,000. Productized content offers range from $2,500 to $9,500 per piece. Full pricing context for the wider category.
How do you book Shilika?
Book a 30-minute teardown at calendly.com/shilikajain/30min. The first call is a free positioning audit.
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