Crypto PR Budget Allocation: A Study on Earned Media vs Wire Distribution

When it comes to allocating PR budgets in the crypto industry, project teams often struggle to decide between earned media and wire distribution. However, a recent study suggests that this decision should be guided by the specific goals of the project, rather than a preference for one format over the other.

Budgets are often allocated based on which channel delivers more, but this framing hides the real decision. The choice between earned media and wire distribution is not about winning a contest, but rather about allocating budget to achieve specific outcomes.

The study found that wire distribution guarantees reach, but lacks the trust signal that comes with earned media coverage. In contrast, earned media builds credibility and holds authority over time. The research suggests that project teams should reserve wire distribution for synchronized launch reach and invest in earned coverage where credibility and discovery are key.