Most crypto projects run PR the way they run ads: spend for a window, measure the results, stop spending. Every cycle starts from zero. No compounding. No accumulated credibility. No journalist relationships carry forward.
PR does not behave like advertising. A paid ad stops producing value the moment the budget runs out. An earned media placement keeps producing value through backlinks, syndication, search authority, and AI citation for months after publication.
This article explains why the infrastructure model works and the campaign model does not.
The Campaign Model and Why It Fails
The pattern repeats across the industry. A project hits a milestone. The team hires an agency or sends a press release. Coverage appears for a week or two. The spending stops.
Three months later, there is nothing to show: coverage is buried in search results, no journalist remembers the project, and the next milestone starts from zero visibility.
Three dynamics make this failure espec
We współpracy z: https://cryptodaily.co.uk/2026/04/why-crypto-projects-should-treat-pr-as-infrastructure-not-a-campaign
