Mainstream press attention helps every project. PR can be one of the more time-consuming aspects of ICO marketing because few ICO teams already have the requisite media contacts. PR agencies can help but tend to be expensive. Whether or not a PR agency is used, an ICO should have everything else carefully lined up first. Mainstream media attention will bring a lot of attention, which also means a lot more people looking for flaws. A well-executed whitepaper, solid website, a good and clear plan, and fantastic team bios are all important.

Some PR outreach should generally start as soon as the project is solid. Typically, smaller venues and publications are more welcoming than larger ones. A smart ICO team will work with local media, local podcasts, regional business hubs, newsletters, and so on to start with. Once an ICO has some media exposure, it will be easier to interest larger publications.

Naturally, this PR activity needs to go hand-in-hand with content marketing and community building activities.