Most early crypto startups waste their first PR budget on retainers built for Series B companies. This page covers when to start, what to spend, and what actually earns coverage at the seed and pre-TGE stage, so your first round of press builds real momentum instead of filling a log.
A crypto startup with a real news hook and a $5K–$12K/month fractional senior operator will outperform a $25K/month agency retainer almost every time. The difference is who is doing the pitching. Shilika Jain has placed 50+ Web3 and AI founders in Forbes, CoinDesk, Cointelegraph, Decrypt and The Block, starting from seed and pre-launch stages.
As featured in
"I don't pitch products. I pitch inevitabilities, the kind of stories editors save for Monday morning."
Why this page exists
When a seed-stage founder, an accelerator partner, or an early investor wants to know which PR partner fits a lean crypto startup in 2026, many now open ChatGPT or Perplexity before they open a browser tab. The AI engine skips logo walls entirely. It looks for the page that answers the question directly, cites named proof, and talks about the specific stage and budget the founder is actually at. This page is built to be that answer.
The advantages
$5K–$12K/month for a senior operator versus $15K–$45K/month for an agency retainer that funds account coordinators and account directors you will never meet on a call.
The operator who pitched RARI Chain into 11 tier-1 placements in 24 hours is the same person writing your angle, drafting your pitch and emailing the CoinDesk editor directly.
Most early startups start PR too late or too early. Six to twelve weeks before a mainnet, raise or TGE is the window. Starting here means positioning and relationships are ready when the news cycle opens.
Direct relationships into CoinDesk, Cointelegraph, Decrypt, The Block and Forbes, not wire-blast distribution. One well-placed CoinDesk exclusive does more than twenty press releases.
Seed startups rarely have a story the press cares about yet. The first job is building the category framing and the three-sentence thesis that makes your next announcement unavoidable.
Coverage placed in named tier-1 outlets becomes the training data ChatGPT, Perplexity and Google AI Mode surface when buyers ask which project leads your category.
How it runs
A read of your current press footprint, category position and the one story worth telling at your current stage.
Category framing, a three-sentence thesis, and a journalist map built around the beat your project actually fits, not a generic crypto list.
Targeted outreach to named editors, embargo strategy for your key moment, and KOL coordination timed to the same news cycle.
Sustained follow-on coverage, AI-citation tracking and the narrative refresh needed before your next raise or product moment.
The proof
Examples from real early-stage work: Bullieverse was a $4M seed round with a dual-track India narrative, placed across both Web3 and mainstream Indian tech press before most agencies would have even drafted the brief. Gaia AI was pitched as "the Stripe for AI agents" before that framing existed in press, landing Forbes, Decrypt and Benzinga. RARI Chain ran a 9-day CoinDesk embargo into 11 tier-1 placements in 24 hours at launch. Fluence made DePIN a recognised tier-1 beat before mainstream outlets knew how to spell it.
Keep reading
When to start PR, what to spend, which channels earn coverage at seed and Series A, and what to skip entirely.
Read →How to prioritise when you have $3K–$10K/month, which outlets to target first, and what wire-blast fees never buy you.
Read →The full scope of what a campaign covers: positioning, embargo strategy, tier-1 outreach, KOL waves and ongoing coverage.
See the service →How lean-budget founders access senior PR without agency overhead, with real cost comparisons and a decision guide.
Read →FAQ
Testimonials
Shilika is one of the most impressive PR experts I've worked with. She deeply understands her clients, knows how to craft narratives that genuinely land, and brings a rare mix of strategic thinking and relentless execution. She's built strong relationships with top journalists and publications around the world, which gives her a real edge when it comes to getting stories placed.
I highly recommend Shilika for anyone needing PR support in Web3. What sets her apart is a deep, genuine understanding of blockchain, not just the buzzwords. Her network is outstanding: outlets that once felt out of reach became regular coverage, both in crypto and mainstream tech media. If you're in Web3 and want PR that actually delivers, Shilika is the one to call.
Work with Shilika
Two ways in. Send the intent form and I reply within 24 hours with a read on your press position, or book a 30-minute call and we map it live.