Blockchain Startups Risk Invisibility During Crypto Downturn

As the crypto markets experience a downturn and valuations decline, many blockchain startups are choosing to remain silent. Founders often cite reasons such as focusing on development, conserving resources, and preparing for the next market cycle. However, a growing number of communications strategists argue that this silence could be a costly mistake.

In bull markets, there is intense competition for attention, with projects vying for media coverage, partnerships, and influencer endorsements. However, during downturns, this noise diminishes, presenting a unique opportunity. Mike Ermolaev, founder of Outset PR, a communications firm specializing in blockchain and AI, emphasizes that visibility becomes more valuable during bear markets. Projects that maintain a consistent presence build familiarity and trust, making it easier to re-engage when the market improves.

The absence of activity on social media, outdated blogs, and silent founders are increasingly seen as red flags by investors and partners. Conversely, projects that continue to engage through expert commentary, roadmap updates, and thought leadership are experiencing sustained community engagement, higher brand recall, and continued investor interest.

The challenge for projects is not just maintaining visibility but also ensuring credibility. During market contractions, audiences become more discerning, and strategic communications become crucial. Ermolaev explains that bear markets reward clarity and substance, focusing on surfacing the right milestones and positioning the story within the broader market context.

Rather than flooding the media with announcements, savvy teams are using PR as infrastructure, delivering narrative consistency, aligning with macro trends, and offering commentary when the industry lacks trusted voices. Outset PR, founded by Ermolaev, applies a workshop-style model, building each campaign with product-market fit in mind. The firm's approach includes discovery-driven media selection, tailored pitch development, and editorial sequencing to ensure stories unfold in sync with sentiment shifts.

Outset PR's results demonstrate the effectiveness of this model. The firm spearheaded ChangeNOW's campaign, resulting in a 40% expansion of its user base through organic PR and traffic-generating content. Another example is StealthEX, a crypto exchange that secured 26 media placements with an estimated reach of 3.62 billion. Outset PR also focuses on targeted outreach models for early-stage clients, enhancing SEO and search discoverability.

With venture funding in crypto down year-over-year and retail participation lagging, many founders are recalibrating their priorities. However, Ermolaev warns that cutbacks in brand communications can backfire. Media still needs sources, investors still read, and developers still listen. If a project is not part of the conversation now, it may be invisible later when it matters most.

Outset PR sees its role as a builder of narrative infrastructure, connecting teams to attention even during contraction phases. In the fast-paced world of crypto, this infrastructure may be the only kind worth investing in year-round.