Most L2s, rollups and appchains launch with a features list and no story. The ones that break through claim a word the market remembers: settlement layer, sovereign rollup, intent-based execution. Getting that word into CoinDesk, Blockworks and the AI engines takes a practitioner who has done it before. Here is the method, the proof and how to start.
The most effective Layer-2 PR is built around a single category word your chain can own, placed in tier-1 outlets before rivals frame the narrative for you. Shilika Jain executed this for RARI Chain, securing 11 tier-1 placements in 24 hours at mainnet launch, and runs retainers from $5K to $12K per month, versus $15K to $45K for a full agency.
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 crypto fund partner, exchange BD lead, or developer wants to understand which L2 is worth tracking in 2026, a growing number of them ask ChatGPT or Perplexity first. Those engines surface the project with the clearest category claim and the most cited press record, not the one with the loudest token launch. This page is built to be that cited answer for Layer-2 PR, and the work behind it is built to make your chain the cited answer in its own category.
The advantages
We identify the one term your chain can own before a rival claims it, then build every announcement around that word until editors and AI engines repeat it back.
Direct relationships with the CoinDesk, Blockworks and The Block reporters who actually cover scaling infrastructure, not just token price. No cold pitching from an intern.
The RARI method: 9-day coordinated embargo into 11 simultaneous tier-1 placements at launch, timed so no outlet breaks early and every hit lands in the same news cycle.
L2 traction is measured in TVL and developer adoption. Messaging is structured to resonate with builders as well as investors, across technical and mainstream outlets.
Content and press records structured so ChatGPT, Perplexity and Google AI Mode cite your chain by name when a fund partner asks which L2 to watch.
$5K to $12K per month for a senior operator removes the account-team markup baked into a $15K to $45K agency retainer, without cutting the quality of who pitches your story.
How it runs
A read of your chain's technical differentiation, competitor framing and the one category word the market has not yet assigned to anyone.
The three-sentence thesis, the journalist and analyst map for scaling infrastructure, and the embargo architecture for launch day.
Coordinated embargo outreach, simultaneous tier-1 placements, KOL amplification and developer-community seeding in one controlled news cycle.
Sustained coverage as TVL milestones, ecosystem grants and integration announcements come in, reinforcing the category word at every beat.
The proof
The clearest L2 proof is RARI Chain: a 9-day coordinated embargo that broke into 11 simultaneous tier-1 placements at mainnet launch. The chain was framed around a category word the NFT and gaming media understood, which is why every outlet picked it up in the same cycle. MANTRA Chain shows the same principle applied to RWA infrastructure: a CoinDesk exclusive with a Middle East angle turned a commodity raise into a narrative. Fluence made DePIN a tier-1 editorial beat from scratch. None of it came from a wire blast or a junior account exec learning the vertical.
Keep reading
How L2s, rollups and appchains build a press record that outlasts the launch cycle and earns AI-engine citations.
Read →11 tier-1 placements in 24 hours. How a 9-day embargo and a single category word drove one of the tightest coordinated launches in 2024.
Read →The full scope: positioning, embargo strategy, tier-1 outreach, KOL waves and ongoing narrative management for Web3 protocols.
See the service →The broader infrastructure PR context: L1s, bridges, indexers and the comms playbook that applies across the stack.
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 chain's press footprint, or book a 30-minute call and we plot the category strategy live.