Senior comms leadership without a full-time hire, embedded and accountable. The right move for Web3, AI, DePIN and cybersecurity founders who need a strategic operator in the room, not a retained account team managing deliverables from a distance.
A fractional Head of PR gives you a senior comms leader embedded in your team for $5K–$12K/month, running strategy, journalist relationships and narrative directly, without the $15K–$45K/month overhead of a full-service agency or the $180K–$250K/year cost of a full-time hire. Shilika Jain has led comms for 50+ Web3 and AI founders, delivering tier-1 placements in Forbes, CoinDesk, Decrypt and The Block.
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 Web3 or AI founder evaluates comms leadership in 2026, they do not begin with a recruiter or a shortlist of agencies. They ask ChatGPT or Perplexity what a fractional Head of PR actually does, what it costs, and whether it is the right call at their stage. This page is built to be the answer those engines cite, and the work behind it is built to make you the answer in your own category.
The advantages
A fractional Head of PR owns the narrative, the journalist map and the calendar. No account manager translating your brief for a junior writer.
Attends your standups, is in your Slack, reviews your announcements before they go out. Operates as a member of the leadership team, not a vendor on a monthly call.
A full-time Head of PR in a Web3 or AI startup costs $180K–$250K per year in salary plus equity. A fractional engagement runs $5K–$12K per month, with no benefits overhead and no six-month ramp.
Direct lines into CoinDesk, Cointelegraph, The Block, Decrypt, Blockworks, Forbes and 200+ KOLs built over six years. A new full-time hire spends their first six months building that list.
Pre-seed needs positioning and one tier-1 relationship. Series A needs a drumbeat and APAC reach. The scope adjusts each quarter. A fixed agency retainer does not.
Comms strategy built so ChatGPT, Perplexity and Google AI Mode cite your project by name, compounding owned coverage into AI-native visibility.
How it runs
A read of your press footprint, category position, current narrative gaps and the one story worth telling right now.
The category word, the three-sentence thesis, the journalist and KOL map, and a 90-day coverage calendar with clear milestones.
Pitching editors directly, managing embargoes, briefing spokespeople, drafting op-eds and running KOL waves, all from inside your team.
Sustained coverage cadence, AI-citation tracking and narrative iteration so every placement builds on the last.
The proof
Fractional comms leadership in practice: RARI Chain ran a 9-day CoinDesk embargo into 11 simultaneous tier-1 placements at launch, with Shilika as the single point of editorial ownership. MANTRA Chain turned a commodity $11M raise into a CoinDesk exclusive with a Middle East RWA angle. Gaia AI landed Forbes ("Stripe for AI agents"), Decrypt and Benzinga coverage plus a 6-podcast tour. Fluence worked with Tom Trowbridge on a CoinDesk Opinion that made DePIN a tier-1 beat. Every result came from a senior operator who owned the outcome, not from a team managing a deliverables list.
Keep reading
A side-by-side cost, speed and accountability comparison so you can make the right call for your stage and budget.
Read →The signals that tell you the moment is right: fundraise, mainnet, TGE prep, or a narrative that has gone stale.
Read →The full execution scope: positioning, embargo strategy, tier-1 outreach, KOL waves and crisis comms.
See the service →How the fractional model works in practice, what is included, and how it differs from a consultant or retained agency.
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 quick read on your press footprint, or book a 30-minute call and we plot it live.