How well you handle your communications can make or break your brand. Just because you operate in the Wild West of crypto, where rules and regulations are often unclear, doesn’t mean there are no guidelines or best practices for brand communications.
The recent zkSync airdrop announcement is a prime example of how detrimental a lack of effective PR and communications can be. Crises will happen that are out of your control. No crypto company is safe from market crashes, targeted community attacks, or bad industry actors.
Having worked on communications for a crypto company that faced all of the above, I've put together a practical playbook for crypto brands navigating airdrop season or any unexpected PR crisis. This playbook is divided into two sections: 1) 5 tactics for corporate launch communications and 2) 5 tactics for when things go wrong.
5 tactics for corporate launch comms
1) Segment your audience.
The first step is to know the different audiences you are speaking to. The easiest way to segment is by the difference in messaging and call to action. This typically involves having a general message for all users, further broken down by subsegments, and if necessary, micro-segments. The more detailed and precise you are with audience segments, the clearer your overall messaging will be.
2) Think through ALL the possible questions and scenarios in detail.
With your audience segments identified, it’s crucial to meticulously think through every single detail. Consider all potential questions, edge cases, and scenarios that each user segment might encounter. Document these comprehensively in a master document. Collaborate with key stakeholders from various departments (technical, support, marketing) to ensure all questions and scenarios are captured. If your document isn't a substantial, multi-page compilation of detailed notes, you likely haven't delved deeply enough into the intricacies and potential issues.
3) Refine the messaging and FAQ for each segment.
The purpose of the exercise above is to uncover product or program gaps, loopholes, and unanswered questions. Be patient, you will have to go through several back-and-forth iterations of this process. Eventually, you will get to the key messages to draft your main communications. Typically, this involves creating a general message for a broad audience and an external FAQ, which can then be further tailored and revised for each specific segment. This ensures clarity and relevance in your communications.
4) Determine the channels to deliver the messages.
Consider all your communication channels, including your primary, secondary and third-party channels. Determine which channels will be the most effective for delivering your message and tailor the content accordingly.
LayerZero is a prime example of a brand effectively leveraging their Founder's social media presence. @PrimordialAA, the Founder, uses his channel to communicate important messages directly to the community. With their upcoming airdrop, LayerZero has taken a strong stance against Sybil attacks, and the Founder’s direct engagement with the community has been instrumental in building trust and transparency. This approach showcases how personal involvement and clear messaging from leadership can positively influence brand perception.
5) It’s war room time.
When it's time to go live, careful sequence coordination is crucial:
Primary Channels: Release main communications through official brand channels (e.g., website, Twitter).
Secondary Channels: Follow up with messages through team and investor accounts, AMAs, and email campaigns.
Third-Party Channels: Utilize influencers, partners, and media outlets to amplify your message.
This staggered approach helps maintain control over the narrative and ensures your audience receives information in a structured, digestible manner. Effective coordination and timing will help manage the flow of information and maximize the impact of your communications.
5 tactics for when things go wrong
1) Assess the situation.
So you launched and it backfired, or perhaps you are facing an unexpected PR crisis. Step one is to get back into the war room and assess the situation to identify the root of the problem.
In the zkSync airdrop PR crisis, the negativity stemmed from:
A group of unhappy users (potentially Sybil attackers) targeting the brand.
Users discovering inconsistencies and dishonesty in the airdrop distribution, conducting their own on-chain investigations.
It's essential to listen to all audience segments. Often, a vocal minority can dominate online discourse, but they may not be your most important users. Your task is to manage optics and prevent negativity from spreading to other audiences.
2) Address the situation.
Your main goal is to steer attention away from your brand and ensure your core audience has clarity. To stop negativity from spreading, you have a few options: 1) own up to your mistakes, 2) stand firm on your decisions, or 3) let the tide pass (I’ll explain).
For zkSync, their options were to both own up to their mistakes and stand firm on their decisions. But they broke the number one rule which is deflecting blame and not accepting responsibility. In a crisis, no one cares if it's your fault or not. Your brand must take ownership and provide a clear path forward.
Instead, they should have followed this simple framework:
Show that you’re listening to the community by addressing the situation and main concern.
Accept responsibility.
Provide a clear path for reconciliation.
However, I did include a nuance that sometimes, if the issue is minor or likely to blow over quickly, you might choose the third option, which is to let the tide pass. This involves monitoring the situation closely, refraining from making hasty statements, and being prepared to act if the issue escalates. However, this approach carries the risk of appearing unresponsive, so it should be used with caution and only when appropriate.
3) Build back faith with facts.
Rebuilding trust in your brand and team starts with presenting clear, factual evidence that you are taking action and making changes to course-correct. Provide proof to your audience that steps are being taken to address the issues. This can include:
Transparency Reports: Regular updates detailing what went wrong and how you are fixing it.
Data and Metrics: Share statistics that show progress and improvements.
Testimonials and Case Studies: Highlight positive experiences and success stories from affected users.
By focusing on factual information and transparent communication, you can gradually restore confidence in your brand.
4) Leverage your support network.
It's not enough for the audience to hear from your official brand or team. Leveraging your network and relationships is crucial. Show that you have support from legitimate partners, influencers, or third parties to slowly rebuild trust. Engage these allies to share your message, endorse your actions, and validate your efforts. This third-party validation can significantly enhance credibility and help reassure your audience that you are taking the right steps to address the situation and move forward.
A good recent example is when Uniswap received the SEC Well’s Notice. Leveraging their network, they saw tons of industry figures show support and vouch for the company, allowing the news to quickly pass.
5) Monitor sentiment and adapt.
News cycles are swift, and people will soon move on. How you communicate and manage the situation in the first few days post-crisis will shape your audience's lasting impression.
If handled well, you will have at least calmed your audience's minds and can begin rebuilding trust. However, if mishandled, you may need to implement drastic changes to reposition the company. Continuously monitor public sentiment and be ready to adapt your strategy based on feedback and evolving circumstances. This ongoing vigilance and flexibility are key to effective crisis management.