Blockchain – a technology that will change all of our lives, is emancipating itself from being a buzzword to becoming the ubiquitous standard. Whether in fintech, healthcare or insurance management, more and more industries are realizing the many potential application areas of blockchain. Nevertheless, many blockchain-based solution providers are often still relatively unknown outside of their bubble.
Blockchain PR expert Paul Gärtner of PIABO knows how to get out of the crypto bubble and has already helped many companies gain visibility and expand their reach. How exactly it works is explained in this article.
How communication works for blockchain companies
Blockchain technology is becoming more and more important in solutions and industries where it generates real added value. Because on a daily basis, technology offers exceptional opportunities for automation, simplification and increased reliability. This results in a high potential for savings for companies, especially in the areas of accounting, invoice entry, auditing and documentation.
These opportunities offered by blockchain technology will impact many industries. In particular, branches of the economy with many intermediaries may soon face restructuring. Because the technology there offers the possibility of carrying out transactions without central authorities and, above all, in a tamper-proof manner. As a result, any form of commerce that today takes place through intermediaries can be transferred to a blockchain.
Blockchain technology is already used in accounting, identity management and finance, for example. Nevertheless, the wide range of possible applications and the associated opportunities are hardly noticed outside of the tech bubble. Therefore, there is a need for blockchain companies to break out of this bubble. However, the challenge for many blockchain-based solution providers is to convey the added value of blockchain to the target group and to position themselves in the market. Especially if other established technologies are already in use, trust-building measures and educational work on the various functions by blockchain companies are necessary. Good communication creates trust and at the same time strengthens reach.
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8 tips for blockchain PR
Factual and relevant communication
First of all, buzzwords and incomprehensible technical vocabulary should be avoided as much as possible. Because the other person is often less interested in the technical details of the technology. It is much more important to refer to the added value of the solution and to explain it clearly and concisely. It is essential to stand out from the black sheep of the industry. Accurate market analyzes can identify negative competitive reports. This helps, on the one hand, not to make the same mistakes again and, on the other hand, to generate your own positive report.
keep an eye on the news
It is important to regularly monitor relevant media for your own service. In addition, current events in other sectors should also be observed, as new starting points for one’s own communication can always arise here.
Stand out from others
Basically, it is important to focus on your own strengths and actively communicate them. Focusing on your own unique selling points still makes sense here.
Does my counterpart understand what I’m talking about? This question must always be answered with a clear YES! get an answer. Specialized vocabulary only makes sense when I communicate with industry professionals.
Include areas of interest of media professionals
Always include the respective interests of journalists, influencers, bloggers and the community in your own communication. On the one hand, it emphasizes other aspects of the business and generates reach in the context of the corresponding medium.
Increase visibility at events
Furthermore, it is crucial that companies take the opportunity to speak at conferences and (digital) events and even organize their own formats to attract the attention of media professionals and other stakeholders.
Use your own communication channels
In addition to regular conferences, content marketing, for example on your own channels or on target group-specific social networks, should also be integrated into the communication strategy. By regularly posting content or short statements on industry topics, entrepreneurs can establish themselves as thought leaders and cement that status for the long term.
Make the people behind the technology visible
Last but not least, companies need to establish strong personal brands to create trust. The discovery behind the scenes of the company creates a proximity between the stakeholders and the actors of the company. Because people relate better to people because they are seen as more approachable than in rigid corporate structures.
Blockchain technology is a complex construct. The first task of public relations is to reduce this complexity by communicating in an open, transparent and understandable way. It is useful here to carry out educational work with relevant and simple content in order to generate confidence in technology and in one’s own company. Communicating informative, up-to-date and meaningful content and establishing yourself as a thought leader builds brand image and brand loyalty outside of the crypto bubble and helps you stand out from the competition.
6 Reasons for Blockchain PR