不，帶有贊助標籤的加密貨幣新聞稿不能取代社論報道

Tal Harel 表示，對於 Web3 專案來說，免費媒體通常比付費貼文更有價值。

Earned media is often more valuable for Web3 projects than pay-to-play posts, Tal Harel says.

Tal Harel 表示，對於 Web3 專案來說，免費媒體通常比付費貼文更有價值。

Press release distribution services, or newswires in short, have been a staple of the marketing industry for years, used by thousands of businesses as their go-to option for spreading the word.

新聞稿分發服務（簡稱新聞專線）多年來一直是行銷業的主要內容，被數千家企業用作傳播訊息的首選。

Recently, crypto-focused distribution services have gained a lot of traction in the blockchain space, pitching themselves as a "cheaper" way for projects to gain visibility through sponsored press releases during the dark days of crypto winter, when marketing budgets were tight.

最近，以加密貨幣為中心的發行服務在區塊鏈領域獲得了極大的關注，將自己定位為一種「更便宜」的方式，讓項目在營銷預算緊張的加密貨幣冬天的黑暗日子里通過贊助新聞稿獲得知名度。

But is this shotgun-style approach really the most effective method of getting the PR and building the credibility and trust that your project so desperately needs?

但這種霰彈槍式的方法真的是獲得公關並建立專案迫切需要的可信度和信任的最有效方法嗎？

Anyone who knows how press release distribution actually works will understand why using them is often a bad idea.

任何了解新聞稿分發實際上如何運作的人都會理解為什麼使用它們通常是一個壞主意。

While press release distribution services have partnered with dozens of crypto news outlets and can guarantee sponsored labeled placements on these websites, the quality and credibility of that coverage is questionable at best.

雖然新聞稿分發服務已與數十家加密貨幣新聞媒體合作，並且可以保證在這些網站上贊助標籤展示位置，但該報告的品質和可信度充其量是值得懷疑的。

With these services, press releases are generally just "syndicated", meaning that, although they will indeed be published by dozens of news sites, including crypto-focused ones, they'll often end up published in a non-editorial “backyard” section of the website that gets a lot less eyeballs. The actual content will just be a duplicated version of the original press release, with no editorial review, no analysis, no opinions or unique interpretation of what's happening. Just a sponsored labeled press release, with a regulatory requirement to disclose that it's basically just a paid ad, which generates neither the credibility or trust projects are seeking.

透過這些服務，新聞稿通常只是“聯合”，這意味著，儘管它們確實會由數十個新聞網站（包括以加密貨幣為重點的網站）發布，但它們通常最終會發佈在非編輯性的“後院」部分網站的關注度就少得多。實際內容只是原始新聞稿的重複版本，沒有編輯評論、沒有分析、沒有觀點或對正在發生的事情的獨特解釋。只是一份帶有贊助標籤的新聞稿，根據監管要求披露，它基本上只是一個付費廣告，它既不會產生項目所尋求的可信度或信任。

Here's an example of how it looks on one of the more popular crypto news sites. In this case, it's a crying shame because a $15 million funding round is actually a newsworthy story and could well have been picked up by an editorial reporter. But because it's automatically syndicated, editors will see little point in writing up a unique article when it has already been published. In my opinion, the company that chose the paid distribution route made a big mistake, but it's far from alone in making such an error. There are numerous examples of newsworthy stories in the crypto industry suffering a similar fate.

以下是它在較流行的加密新聞網站之一上的外觀範例。在這種情況下，這是一個令人痛心的恥辱，因為一輪 1500 萬美元的融資實際上是一個具有新聞價值的故事，很可能被社論記者報道。但由於它是自動聯合發布的，因此當一篇獨特的文章已經發表時，編輯們會覺得寫一篇文章沒有什麼意義。在我看來，選擇付費分銷路線的公司犯了一個很大的錯誤，但犯這樣的錯誤的遠非只有它一家。加密貨幣產業有很多具有新聞價值的故事遭受類似命運的例子。

But aren't these releases also distributed to a broader pool of crypto journalists, you might ask? Surely someone will want to pick it up and cover it editorially, right?

但您可能會問，這些新聞稿不是也分發給了更廣泛的加密貨幣記者嗎？一定有人會想把它撿起來並進行社論報道，對嗎？

If you're looking for compelling coverage of your news on a reputable site that's perceived to be trustworthy, then a direct pitch to a seasoned reporter is the way to go. When your news is covered by a real journalist, it creates a sense of authenticity, conveying the idea that your story is worth the attention of readers.

如果您正在尋找一個被認為值得信賴的信譽良好的網站對您的新聞進行令人信服的報道，那麼直接向經驗豐富的記者推銷是您的最佳選擇。當真正的記者報道您的新聞時，會產生一種真實感，傳達出您的故事值得讀者關注的想法。

A media pitch involves communicating directly with a journalist or editor in order to convince them that you have a bona-fide story people actually want to read. The actual pitch is really just a short message that's intended to pique their interest in your news and encourage them to write about it. It can be an effective tool for experienced marketers, who understand that journalists are very busy and receive dozens of such pitches every day. As such, their pitches are generally very concise and direct, highlighting the key points of the news and explaining why it's of interest. They'll also be personalized for the specific journalist or publication in question, demonstrating why it should interest their audience.

媒體宣傳涉及與記者或編輯直接溝通，以使他們相信您有一個人們真正想要閱讀的真實故事。實際的推介實際上只是一條簡短的訊息，旨在激起他們對您的新聞的興趣並鼓勵他們撰寫相關文章。對於經驗豐富的行銷人員來說，它可能是一個有效的工具，他們知道記者非常忙碌，每天都會收到數十條此類宣傳。因此，他們的宣傳通常非常簡潔和直接，突出了新聞的要點並解釋了為什麼它令人感興趣。它們還將針對相關的特定記者或出版物進行個性化，展示為什麼它應該引起受眾的興趣。

Compared to a bland list of syndicated headlines, an intriguing and personalized pitch is a million times more likely to get journalists' attention. And because readers will know it was written by a journalist, the resulting story will create far more believable PR.

與平淡無奇的聯合頭條新聞相比，有趣且個人化的宣傳吸引記者註意力的可能性高出一百萬倍。而且因為讀者會知道它是由記者撰寫的，所以由此產生的故事將創造出更可信的公關。

That said, it's important to realize that not every story merits a direct pitch. Self-promotional company announcements with no news hook whatsoever, such as airdrops, non-fungible token (NFT) drops, token sales and listings, probably won't interest reporters as these are barely newsworthy. So if you absolutely have to get the word out, then a press release distribution service might be worth a shot for an announcement of this kind, or take the owned media route.

也就是說，重要的是要認識到並非每個故事都值得直接宣傳。沒有任何新聞掛鉤的自我推銷公司公告，例如空投、不可替代代幣（NFT）投放、代幣銷售和上市，可能不會引起記者的興趣，因為這些幾乎沒有新聞價值。因此，如果您絕對必須將消息傳出去，那麼新聞稿分發服務可能值得一試，以發布此類公告，或採取自有媒體路線。

But otherwise, no.

但除此之外，沒有。

Tal Harel is a crypto enthusiast with PR and communications expertise, having been helping early-stage blockchain startups and established businesses to build and maintain their digital footprint, as well as move from Web2 to Web3. He holds Bitcoin as well as altcoins.

Tal Harel 是一位擁有公關和傳播專業知識的加密貨幣愛好者，一直在幫助早期區塊鏈新創公司和成熟企業建立和維護其數位足跡，以及從 Web2 轉向 Web3。他持有比特幣和山寨幣。

Learn more about CoinDesk's Consensus 2023, the must-attend crypto festival boasting speakers from four continents. Register to attend the unforgettable event Dec. 11-12 in Austin, Texas.

了解有關 CoinDesk 的 Consensus 2023 的更多信息，這是不容錯過的加密貨幣節，擁有來自四大洲的演講者。報名參加 12 月 11 日至 12 日在德州奧斯汀舉行的難忘活動。