Educational and very informative- this short book is a great introduction to PR in the blockchain and tech industry. Learn how to expand your reach through social media and other outlets.

1. A BEGINNER'S GUIDE TO
BLOCKCHAIN PR

2. CONTENTS
5.
Introduction
7.
Who Are We?
9.
Tips for creating a pr strategy
that works
10.
Crisis management
12.
content marketing in the crypto
world
14.
paid media
15.
influencer marketing
17.
social media
18.
email
20.
last word

3. T O R U S P R A B E G I N N E R S G U I D E T O B L O C K C H A I N A N D C R Y P T O P R4 5
IF I WAS DOWN TO THE LAST DOLLAR
OF MY MARKETING BUDGET,
I'D SPEND IT ON PR!
- Bill Gates
INTRODUCTION
Or, why the hell do I need PR?
For most businesses
today, the saying that
your customers live on
the internet is true.
For crypto and
blockchain companies,
it’s doubly so, and you
can be sure that the
first things their teams
do each morning is
check their inboxes,
social media feeds, and
leading crypto news
sites.
Your blockchain or
crypto business will live
or die depending on your
ability to reach those
inboxes and social media
feeds and whether
you’re featured on those
leading crypto news
sites.
Online PR and marketing
are the lifeblood of
your company - it helps
build your reputation,
exposure, and online
recognition.
However, as the internet
has grown and changed
over the years, so have
the online marketing
techniques and methods
that garner results.

4. T O R U S P R A B E G I N N E R S G U I D E T O B L O C K C H A I N A N D C R Y P T O P R6 7
There is only one thing worse in the
world than being talked about, and that
is not being talked about.
-Oscar Wilde
WHO ARE WE? OR,
DOES THIS MATTER
AND SHOULD I SKIP
TO THE NEXT PAGE?
First of all, a warm welcome to
our eBook, and second - it‘s up
to you, but it does matter.
You’re probably wondering
who we are, as crypto and
blockchain PR companies seem
to be popping up all over the
place at the moment.
Some context, then.
Bitcoin hit an all-time high in
December of 2017 when it
reached $19,783.21.
By comparison, when TorusPR, a
fledgling crypto and blockchain
PR company engaged its first
client, Bitcoin had started the
year at $13.30.
That’s right. We’ve been doing
our thing since the really early
days. 2013 to be exact.
We’ve seen it all.
Five years may not seem like
long, but in an industry this new
it’s a lifetime.
We’re proud to be here and
help the industry develop.
We are who we are because
of our team. A hardworking,
dedicated team of expert
content marketers,
copywriters, journalists, and
distributors with combined
decades of experience in the
cryptocurrency and blockchain
space.
We’ve been around the
block, seen it all, and most
importantly, we’ve made the
contacts. There is very little
going on in the industry that
we don’t know about, and we
routinely use this experience
and knowledge to get our
clients’ projects positioned for
maximum exposure.
If this sounds like your kind of
thing, shoot us an email and
let’s have a chat about all things
crypto and the plans you have
for your company. We’d love to
hear from you.

5. T O R U S P R A B E G I N N E R S G U I D E T O B L O C K C H A I N A N D C R Y P T O P R8 9
If a young man tells his date
how handsome, smart and
successful he is – that’s ad-
vertising. If the young man
tells his date she’s intelli-
gent, looks lovely, and is a
great conversationalist, he’s
saying the right things to the
right person and that’s mar-
keting. If someone else tells
the young woman how hand-
some, smart and successful
her date is – that’s pr. – S. H.
Simmons
Tips For Creating A Pr
Strategy That Works.
It’s safe to assume that you’re looking to get your crypto
brand recognized, right?
We all know it can appear to be a daunting task, but Torus-
PR has helped dozens of brands establish themselves in the
crypto and blockchain industry and find their own voice that
sets them apart from the competition.
Before you embark on your public relations campaign, there
are a few things you should know.
Any PR strategy worth its salt begins with a well-developed
narrative that revolves around your brand, its aims, and your
team.
You’re looking for an accurate portrayal of what makes you,
you. It also has to be done in a positive light.
What can you provide to those within your industry? To your
customers and clients?
If you manage to put yourself into the enviable position of
being able to anticipate, analyze, and understand the opin-
ion of your potential client base, you can use that informa-
tion to go about crucial decisions in an informed manner.
Perhaps most important of all is managing to accomplish
this while retaining the perceived social responsibilities and
message of your brand.

6. T O R U S P R A B E G I N N E R S G U I D E T O B L O C K C H A I N A N D C R Y P T O P R10 11
It takes 20 years to build a reputation
and five minutes to ruin it. If you think
about that, you’ll do things differently.
– Warren Buffett
CRISIS MANAGEMENT - OR, WHAT DO I
DO WHEN THINGS DON'T GO TO PLAN?
Most businesses, at one point
or another, will end up facing a
public relations crisis of some
sort.
IT HAPPENS.
How you respond is critical.
You can go down the road
of reacting in a manner that
does significant damage to
your brand, or you can use the
situation to give your business a
much-required image boost of
sorts.
What you don’t want to do is
damage the relationship you
have with your partners, and
alienate your customer base.
Over the years, TorusPR have
seen and dealt with many
different crisis management
issues, and some advice we
give our clients includes;
Taking responsibility. Never
try to cover something up or
pretend it never happened.
Acknowledge responsibility,
and manage the situation.
Being transparent and
accountable. In today’s world
of social media, there’s virtually
no hiding place. Criticism will be
everywhere, and trying to deny
or even argue with those critics
simply won’t work.
Be accountable, accept
responsibility and communicate
constructively.
Get ahead of the incident. This
is a key strategy and something
that can be effective if done
correctly.
Here at TorusPR, we’ve been
down the crisis management
road many times, and we
know how to quickly get your
business back on track and
coming out of a crisis looking
even better.

7. T O R U S P R A B E G I N N E R S G U I D E T O B L O C K C H A I N A N D C R Y P T O P R12 13
In a downturn,
communications strategy is key.
– Doug Leone, VC, Sequoia
Capital – Silicon Alley Insider
aggressive PR and
CONTENT
MARKETING IN
THE CRYPTO
WORLD, OR,
WHERE DO I
BEGIN?
What do you hope to accom-
plish with your product or ser-
vice? Solve a problem, right?.
Most startups know this, and
many of them even accom-
plish their aim, but they run into
issues when the people who
have the problems they can
solve aren’t aware they even
exist.Being covered by respect-
ed crypto and mainstream
outlets is vital, although few
companies even know where to
start.
The TorusPR team has cultivat-
ed many relationships over the
years, and there aren’t many
high profile outlets that we ha-
ven’t had contact with at some
point.
The truth is, cryptocurren-
cy stories featuring brands
don’t always make it onto
the mainstream sites such as
Bloomberg or CNN, but a highly
tactical and persistent strate-
gy can see a brand increase its
visibility nonetheless.
And, of course, any content
marketing strategy will cover
more than just print - you‘ll also
need video.

8. T O R U S P R A B E G I N N E R S G U I D E T O B L O C K C H A I N A N D C R Y P T O P R14 15
PAID MEDIA, OR, HOW NOT TO BLOW
YOUR BUDGET.
While it’s great to have content gain traction across the
web organically, the truth is that any company serious
about making an impact can’t ignore the idea of paid me-
dia.
One of the quickest ways to drive traffic, paid media will,
for many, be their first opportunity to interact with your
brand. Coupling a solid paid media strategy with quality
content and a well-planned organic campaign is the best
way to spread your brand as widely as is possible.
For many companies, incorporating paid media into their
strategies doesn’t work simply because they don’t really
know how to implement it.
Done incorrectly, it can cost you a lot of money with little
to no real return.
If appropriately implemented though, the results can be
worth your initial investment many times over, as it can
lead to a boost in your future organic media as well.
So, how do you do it correctly?
You need to know how best to spend your money, and
that comes with experience and having the right contacts.
INFLUENCER MARKETING, OR, HOW
TO GET PEOPLE TALKING.
Often an afterthought for most PR companies, this is a
tactic that, when done correctly, can really throw your
brand into the spotlight and gain some traction.
Imagine you’re a new company, fresh on the scene.
You’re probably finding it difficult to get your name out
there, right?
Okay, now imagine that your product or service has just
been reviewed by a well-known crypto or blockchain
YouTube influencer with over 300,000 followers.
What kind of effect do you see that having on your brand?
Influencer marketing aims to capitalize on the benefits
of building a relationship with people who can influence
your target markets buying decisions.
This tactic can increase brand awareness, and most im-
portantly it can improve your company’s credibility with
your target market.
At TorusPR we’ve connected scores of our clients with
top influencers in their industry, helping them to benefit
from relationships that still exist to this very day.

9. T O R U S P R A B E G I N N E R S G U I D E T O B L O C K C H A I N A N D C R Y P T O P R16 17
Historically,
PR, Marketing and Advertising
budgets are the first to be cut;
however, that could be one of the
first mistakes a business makes in
an economic crisis.
– CBSMarketwatch
SOCIAL MEDIA, OR, HOW TO ENGAGE
YOUR CLIENTS OR CUSTOMERS
Social media marketing helps increase brand aware-
ness, engagement, and drives direct traffic to your
website.
Social media marketing should feature content that is
highly shareable, ensuring those within your network
feel compelled to share your content with others,
hopefully making fans and customers of them as well.
Social proof is incredibly important in today’s online
world, and having a stellar social reputation goes a
long way to winning over reluctant or unconvinced
customers.
Social media is also a terrific opportunity for the team
who run your company to provide a more “human” as-
pect to your PR and marketing efforts, showing some
personality through posting photos and videos.
You’ll find that many of your customers and fans will
use social media as a way to connect and interact with
you, which provides you with an excellent opportunity
to dictate exactly how you want your company to be
perceived by the public.

10. T O R U S P R A B E G I N N E R S G U I D E T O B L O C K C H A I N A N D C R Y P T O P R18 19
EMAIL - WHY YOU SHOULDN'T
WRITE IT OFF.
An aspect of marketing and PR that gets a bad rap from many, email
marketing is still one of the most effective techniques to gain and keep
an audience.
Recent statistics show that 82% of consumers open marketing emails,
while 66% of online consumers have purchased as a direct result of an
email they’ve received.
Almost 55% of companies generate 10% of their sales directly by way of
email marketing campaigns.
Pretty incredible statistics.
So what’s the secret between a campaign that succeeds, and those
which fail?
Quality.
You should only be looking to send emails which are helpful, and most
importantly are relevant to your audience.
A catchy, interesting subject line plays an important part as well.
Email marketing allows you to add a personal touch to your business,
and stay in touch with customers and those interested in your business.
Just remember that those people on your email list can just as easi-
ly unsubscribe, so make sure that everything you send out is of high
quality.
TorusPR has a long track record of effective email campaigns that have
provided our clients with healthy open rates and effective return on
investment.
Words are, of course, the
most powerful drug used
by mankind. – Rudyard
Kipling

11. T O R U S P R20
There are a lot of moving parts to any PR or marketing cam-
paign, and it’s easy to get overwhelmed.
You have a company to run, we get that. It’s essential that you
concentrate on providing your clients with the best service
possible, and that can’t happen if you’re trying to plan social
media campaigns, looking to find influencers, or trying to set
up an email campaign.
At TorusPR, we’ve got you covered.
We’re one of the most experienced PR companies in this
industry, and we’ve got the success stories, industry contacts,
and the staff to prove it.
If you’re looking for:
Original content to captivate your audience,
A mass distribution campaign that will ensure 10x wider cir-
culation than our competitors,
Media relations that are second to none,
High-level press coverage, with your brand being seen in in-
dustry-leading publications,
Crisis management from a team that has literally been there,
seen it and dealt with it,
A company who has a client list that reads like a who’s who of
the crypto and blockchain industry,
Then you’ve come to the right place.
Get in touch today for a free consultation and let's see what
we can do to make sure that your company name and logo is
sitting next to the industry leaders we’ve worked with.