不，带有赞助标签的加密货币新闻稿不能替代社论报道

Tal Harel 表示，对于 Web3 项目来说，免费媒体通常比付费帖子更有价值。

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

Tal Harel 表示，对于 Web3 项目来说，免费媒体通常比付费帖子更有价值。

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.

新闻稿分发服务（简称新闻专线）多年来一直是营销行业的主要内容，被数千家企业用作传播信息的首选。

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，以加密货币为中心的发行服务在区块链领域获得了很大的关注，将自己定位为一种“更便宜”的方式，让项目在营销预算紧张的加密货币冬天的黑暗日子里通过赞助新闻稿获得知名度。

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?

但这种霰弹枪式的方法真的是获得公关并建立项目迫切需要的可信度和信任的最有效方法吗？

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

任何了解新闻稿分发实际上如何运作的人都会理解为什么使用它们通常是一个坏主意。

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.

虽然新闻稿分发服务已与数十家加密货币新闻媒体合作，并且可以保证在这些网站上赞助标签展示位置，但该报道的质量和可信度充其量是值得怀疑的。

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.

通过这些服务，新闻稿通常只是“联合”，这意味着，尽管它们确实会由数十个新闻网站（包括以加密货币为重点的网站）发布，但它们通常最终会发布在非编辑性的“后院”部分网站的关注度要少得多。实际内容只是原始新闻稿的重复版本，没有编辑评论、没有分析、没有观点或对正在发生的事情的独特解释。只是一份带有赞助标签的新闻稿，根据监管要求披露，它基本上只是一个付费广告，它既不会产生项目所寻求的可信度或信任。

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.

以下是它在较流行的加密新闻网站之一上的外观示例。在这种情况下，这是一个令人痛心的耻辱，因为一轮 1500 万美元的融资实际上是一个具有新闻价值的故事，很可能被社论记者报道。但由于它是自动联合发布的，因此当一篇独特的文章已经发表时，编辑们会觉得写一篇文章没有什么意义。在我看来，选择付费分销路线的公司犯了一个很大的错误，但犯这样的错误的远非只有它一家。加密货币行业有很多具有新闻价值的故事遭受类似命运的例子。

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?

但您可能会问，这些新闻稿不是也分发给了更广泛的加密货币记者吗？肯定有人会想把它捡起来并进行社论报道，对吗？

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.

如果您正在寻找一个被认为值得信赖的信誉良好的网站对您的新闻进行令人信服的报道，那么直接向经验丰富的记者推销是您的最佳选择。当真正的记者报道您的新闻时，会产生一种真实感，传达出您的故事值得读者关注的想法。

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.

媒体宣传涉及与记者或编辑直接沟通，以使他们相信您有一个人们真正想要阅读的真实故事。实际的推介实际上只是一条简短的消息，旨在激起他们对您的新闻的兴趣并鼓励他们撰写相关文章。对于经验丰富的营销人员来说，它可能是一个有效的工具，他们知道记者非常忙碌，每天都会收到数十条此类宣传。因此，他们的宣传通常非常简洁和直接，突出了新闻的要点并解释了为什么它令人感兴趣。它们还将针对相关的特定记者或出版物进行个性化，展示为什么它应该引起受众的兴趣。

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.

与平淡无奇的联合头条新闻相比，有趣且个性化的宣传吸引记者注意力的可能性要高出一百万倍。而且因为读者会知道它是由记者撰写的，所以由此产生的故事将创造更可信的公关。

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.

也就是说，重要的是要认识到并非每个故事都值得直接宣传。没有任何新闻挂钩的自我推销公司公告，例如空投、不可替代代币（NFT）投放、代币销售和上市，可能不会引起记者的兴趣，因为这些几乎没有新闻价值。因此，如果您绝对必须将消息传出去，那么新闻稿分发服务可能值得一试，以发布此类公告，或者采取自有媒体路线。

But otherwise, no.

但除此之外，没有。

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 是一位拥有公关和传播专业知识的加密货币爱好者，一直在帮助早期区块链初创公司和成熟企业建立和维护其数字足迹，以及从 Web2 转向 Web3。他持有比特币和山寨币。

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.

了解有关 CoinDesk 的 Consensus 2023 的更多信息，这是不容错过的加密货币节，拥有来自四大洲的演讲者。报名参加 12 月 11 日至 12 日在德克萨斯州奥斯汀举行的难忘活动。