Crypto companies often struggle with one key challenge: explaining why media outside the crypto world should care. Bospar’s Samuel (Sam) Forthofer is here to change that. As a Senior Account Executive with expertise in crypto, AI, fintech and enterprise software, Sam helps emerging tech companies translate complex ideas into stories that resonate with mainstream, business and trade media.
In this Expert Insights Q&A, Sam shares why crypto companies miss the mark with mainstream reporters, how PR teams can better position crypto announcements for broader audiences and which trends will shape crypto press coverage in the year ahead.
What’s a misconception crypto companies have when trying to land their story in mainstream media?
That because their news is big in the crypto ecosystem, the mainstream media will automatically cover it. These reporters aren’t just writing about stablecoins or tokenized assets; they’re connecting those topics to larger trends. Mainstream reporters have different audiences their stories need to appeal to, so media outreach for crypto companies must include an angle they’ll care about.
The companies cutting through the noise are the ones that can translate crypto developments into mainstream business narratives.
How should crypto companies frame their announcements for audiences beyond their own?
Changing the mindset from “Why does this matter for crypto?” to “Why does this matter for everyone?” will immediately set crypto company announcements up for success.
When announcing token launches, product updates or funding news, crypto companies should think more broadly about how these stories can impact ongoing widespread conversations: regulatory changes, the future of finance and how traditional institutions are involved/how they will be affected.
Which top-tier outlets are more receptive to crypto press coverage than others?
As crypto continues to grow and affect everyday people, more media outlets are building their own crypto departments, such as Bloomberg Crypto, Fortune Crypto and Forbes Digital Assets.
These reporters are more familiar with the ecosystem and can see the value crypto companies bring to the space. Because their specific beat is crypto-focused, it becomes more of a conversation about “How can I tie this back to my audience?” instead of “Why do I care?”
What trends do you think will define crypto press coverage over the next year?
Right now, our PR team is seeing a lot of coverage around regulation, especially MiCA in the EU and the CLARITY Act in the U.S., as countries look to define the new asset class.
Over the next year, I predict the media will focus on what happens as these new frameworks start to take hold: How do banks, asset managers and traditional finance (tradfi) actually use digital assets? What happens when tokenized assets, stablecoins and crypto accounting become boardroom discussions? Can digital assets prove they meet the reporting and compliance standards required to operate at the same level as tradfi?
PR professionals can use these trends to craft pitches and offer their crypto clients’ perspective on what this means for their industry and how this translates into real business outcomes for journalists.
What’s a story that you’ve landed in mainstream media for a crypto client that you’re especially proud of?
Recently, our team landed an exclusive with Fortune for a client’s $45 million Series B funding round.
This announcement showcased what strong storytelling should look like: translate a company milestone into a mainstream business story that explains where the market is going. In this case, we saw corporations adopting crypto and tied the client’s raise to growing demand for accounting software to track a growing hoard of digital assets.
What made me especially proud of that announcement was that we fulfilled the client’s goal of landing the news in a top-tier publication. Our team reviewed the client’s “dream” media targets and tailored a specific pitch for each one, giving the announcement the best possible chance of securing press coverage.
