An In-Depth Look at Outset PR: A Crypto PR Agency Driving the Evolution of the Industry Branding

Despite Bitcoin’s presence since 2009, many still view cryptocurrencies as a risky venture . Even those familiar with crypto remain very cautious, a hesitancy rooted in a long history of market challenges. Crypto PR specialist Mike Ermolaev has recently elaborated on this issue, noting that digital currencies are increasingly perceived as a modern-day Wild West – marked by sensational headlines and promises of breakthrough innovations that often fail to deliver.

In this context, Ermolaev argues that crypto PR has reached a crossroads. Traditional “quick-fix” branding efforts, he suggests, won’t suffice in an industry struggling to gain mainstream trust amid market volatility, technical complexity, and shifting regulations.

Instead, he believes the next chapter of crypto’s public narrative will be driven by products with real-world utility and transparent communication. The sector’s image problems stem from outdated perceptions, a fragmented message, and a legacy of hype-driven cycles. Today, he asserts, PR specialists must focus on building confidence through clarity, emphasizing how crypto can solve genuine problems rather than chasing short-term buzz.

“Crypto’s biggest issue isn’t its image,” Ermolaev explains. “It’s the need for steady progress. At the end of the day, the thing that counts is developing reliable, useful products that can bridge the gap between crypto and the traditional economy.”

Mike Ermolaev has worked in crypto public relations for eight years, beginning as a PR manager at FutureComes, where he honed his strategic business communication skills and eventually rose to head of the PR department. He further strengthened his managerial expertise when he co-founded TOPOS Digital Communications in 2020.

Later, Ermolaev oversaw PR, content, and marketing at ChangeNOW and Kikimora Labs while expanding his influence as a media contributor. His signature interview series, “Crypto Opinion with Mike Ermolaev” for Benzinga.com, engaged influential figures, including Tether CTO Paolo Ardoino, Google Web3 executive Allen Day, and Ripple President Monica Long, among others. Notably, top-tier media outlets, such as Forbes, Business Insider, Investing.com, and Cointelegraph, sought his expert crypto market analysis.

Ermolaev’s journey culminated in the launch of Outset PR in 2022. Initially, the agency’s growth was closely tied to his personal brand, as reflected in early media coverage from platforms like CoinPedia, TechBullion, and HackerNoon. Two years on, the agency has evolved beyond its founder’s personal identity, establishing its own reputation by championing transparent, human-centered communication in a sector often criticized for hype and speculation.

With dozens of projects in their portfolio, connections to over 3,000 media outlets, and industry insights that have attracted attention from global media giants like CNBC, Outset PR now exemplifies the goal-oriented, long-term approach that crypto PR needs to enter the next phase of growth.

How Outset PR Contributes to Transforming the Image of Crypto

Key Values and Principles

Integrity is at the core of Outset PR – both in the projects they support and in their internal operations. Based on the agency’s public statements, Outset PR’s strategic vision relies on:

1. Authenticity and impact: By collaborating with projects that share their genuine commitment to real-world utility and innovation, the agency ensures their PR efforts produce outcomes that resonate beyond mere buzz and hype. This sense of purpose fuels the team’s enthusiasm, making their campaigns more authentic and more likely to generate long-term impact.
2. Transparency: In an industry still navigating trust issues, Outset PR embraces radical openness. They showcase the entire team on their website, reflecting an ethos that values accountability. Clients can see exactly who they’ll be working with and how each individual contributes to the overall strategy. Beyond this, Outset PR  maintains a blog where they offer behind-the-scenes insights, ranging from in-depth case studies to candid stories about the agency’s development and inner culture.
3. Long-lasting relationships: While many PR agencies focus on short-term gains, Outset PR views all partnerships as opportunities for mutual growth, striving for “win-win” dynamics rather than one-off bursts of publicity. This approach is not just about generating headlines; it’s about fostering sustainable alliances with clients, media outlets, and industry stakeholders – ultimately contributing to the crypto industry’s long-term maturity.

Distinctive Features

Unlike conventional crypto PR agencies, Outset PR takes a highly structured yet flexible approach to public relations, allowing them to fully immerse themselves in the projects they work with and help them demonstrate their true market potential. This approach emphasizes:

1. Goal-oriented campaigns: The team begins every collaboration by identifying the “whys” behind each campaign – whether it’s attracting investors, establishing brand identity, or growing a user base. Every action, from crafting pitches or brand messages to executing media outreach, aligns with clear business objectives from day one.
2. Personal touch: Rather than adopting a one-size-fits-all strategy, Outset PR tailors campaigns to a client’s strengths – be it unique products, insightful team members, or compelling brand stories. This ensures the agency’s actions align with the project’s vision and audience while proving that each team member – from junior and middle specialists to C-level executives – is highly motivated to deliver results.
3. Quick, real-time adjustments: Before starting with a campaign, Outset PR defines key performance metrics – such as the number of republications, total media reach, or conversion rates – and closely monitors them. If results deviate from expectations, the agency pivots in real time, maintaining full transparency and agility throughout the collaboration.

Team Experience

Another of Outset PR’s strengths lies in its diverse, ever-expanding team – now totaling over 20 professionals. Their goal is to cover every aspect of crypto PR, from content production and media outreach to online reputation management and SEO.

This breadth of skills is no accident. Outset PR ensures no gaps exist in the PR process, allowing each specialist to focus on their core responsibilities. For instance, they prioritize hiring the right content creators to guarantee high-quality output for every campaign.

By assigning skilled specialists to dedicated roles, Outset PR can swiftly address client requests with well-researched, precise solutions, empowering companies to make informed decisions in an industry where things can change in an instant.

This structured approach also ensures fast delivery without compromising quality. Each task is handled by the most qualified team member instead of overburdening generalists, resulting in a streamlined workflow that consistently meets high standards and reflects the agency’s mission to deliver the most relevant and effective PR strategies.

What Else Makes Outset PR Stand Out

Below are a few more highlights demonstrating how Outset PR’s approach translates into real-world successes.

Tailored Services for Companies of All Sizes

Outset PR understands that startups and established companies operate with different aspirations and constraints. By customizing their services to align with a client’s growth stage, the agency ensures that no resources are wasted and that each campaign strikes the right

tone with the right audience.

For startups, Outset PR assists with:

• Raising investment : The agency leverages its network of over 3,000 media outlets to secure the visibility needed to attract investors. Carefully crafted PR copy highlights a startup’s potential, laying the groundwork for successful funding rounds.
• Growing user base: Through targeted media outreach and strategic SEO efforts, Outset PR helps startups reach the audiences most likely to engage with, adopt, and support their products and services.
• Establishing brand awareness: By blending traditional PR tactics with innovative storytelling, the agency ensures that even emerging brands gain recognition in the crowded crypto space.
• Thought leadership: Outset PR positions startup founders and team members as trusted voices in the industry, securing speaking engagements, bylined articles, and interview opportunities that showcase the company’s unique perspective.

For enterprises, the agency provides:

• Market expansion : With expertise in content localization and extensive media reach, Outset PR ensures brand stories resonate with diverse audiences across different cultural and regulatory landscapes.
• Comprehensive PR support : Whether it’s promoting company news or building personal brands for key executives, the agency orchestrates large-scale campaigns that sustain momentum, uphold reputations, and spark relevant industry conversations.
• Lead generation : Outset PR integrates SEO and other tailored strategies with targeted media outreach to nurture a steady flow of high-quality leads – essential for sustaining growth and profitability in competitive markets.
• Reputational management and crisis handling : Enterprises can rely on the agency’s search engine reputation management (SERM) and crisis communication strategies. By taking a proactive stance, Outset PR helps mitigate risks, address unexpected challenges, and reinforce market trust, even in difficult situations.

Snapshot Case Studies and Testimonials

Outset PR’s reputation is built on tangible results, as demonstrated by its track record with clients ranging from startups to industry-leading enterprises. The agency’s portfolio boasts projects like Step App, Dash, Icons8, ChangeNOW, GoMining, Choise.ai, Cryptopay, and many others. Clients praise Outset PR for offering “endless options for PR growth” along with honesty, flexibility, and attention to detail.

Outset PR tailors its strategies for maximum impact across a variety of needs. For example, ChangeNOW, an instant crypto exchange with over one million users, partnered with Outset PR to fortify its market position and attract new audiences. Through targeted media pitching, traffic acquisition efforts, and CMO-led thought leadership, the company saw a 40% surge in organic reach and a 20% increase in turnover.

A crypto mining platform, GoMining, teamed up with Outset PR to enhance its reputation by supporting the exclusive “GoCrypto” interview series on Crypto Daily. Featuring high-profile speakers from Binance, Ripple, and other top-tier companies, the series tapped into a 10.8 million audience, with re-publications expanding the total outreach to nearly 545 million users.

Step App, one of the most popular move-to-earn applications, sought to boost their brand awareness in the US and UK while promoting its FITFI token giveaway. Outset PR facilitated the publication of 75 lead-generating articles, which accounted for 60% of the app’s overall website traffic. Throughout the campaign, the token’s price saw multiple peaks, ultimately rising by 138%.

Media and Industry Footprint

Outset PR has successfully secured client mentions in global media powerhouses like Forbes, Business Insider, Cointelegraph, TechCrunch, Wired, Decrypt, and CoinDesk. Beyond that, the agency prides itself on building genuine, mutually beneficial relationships , as evidenced by their pool of strategic media partners, including Crypto Daily, Cryptopolitan, crypto.news, and others.

Outset PR’s broad reach – validated by mentions in BTC Peers, CoinCarp, Coingape, ADVFN, Finbold, TheCryptoBasic, and other media outlets – further solidifies its reputation as a rising star in crypto PR. Whereas, its partnerships with prestigious events, such as the 2024 crypto.news awards, underscore the agency’s commitment to shaping industry conversations and recognizing meaningful contributions in disruptive tech fields.

Final Words

As crypto PR reaches a turning point, the need for structured, transparent, and purpose-driven communication has never been greater. Outset PR stands at the forefront of this transformation, pioneering a model that moves beyond short-term hype and speculation toward long-term credibility, real-world impact, and industry maturity.

With a strategy rooted in goal-oriented campaigns, transparent processes, and deep industry engagement, Outset PR helps shape the broader narrative of the crypto space – one that focuses on innovation, trust-building, and sustainable growth. By collaborating with projects that drive meaningful change, the agency plays a vital role in bridging the gap between blockchain technology and mainstream adoption.

According to Outset PR’s Mike Ermolaev, the next phase of crypto PR will be defined by structured, adaptable strategies that support real progress. The agency exemplifies this approach, ensuring that every campaign not only delivers results but also contributes to the broader evolution of the industry’s reputation.