The crypto industry is notorious for its breakneck pace, where yesterday’s expertise can quickly become obsolete – and crypto PR is no exception. Professionals in this space face the daunting challenge of rapidly evolving their skill sets and managing high expectations that can feel overwhelming and, at times, stressful.
However, a supportive corporate climate can not only ease this journey but also encourage team members to hit the ground running with shared passion. We at Outset PR aren't afraid to invest our time and energy in guiding aspiring specialists toward success. We’re genuinely confident that while hard skills can always be refined through proper mentorship, soft skills can truly work wonders, especially when they’re allowed to bear fruit.
Continuing our exclusive team interview series, three of the agency’s top talents detail how they’ve grown their careers in crypto PR – not through formal training programs or rigid hierarchies, but by embracing curiosity, teamwork, and real‑world problem-solving.
Sofia Andreeva: Progressing as a part‑time starter to senior operations officer
Sofia’s foray into crypto PR happened almost by chance. She applied for a part‑time job at Outset PR thanks to our agency’s networking activities. Once offered the position of an operations officer, she began by replying to incoming messages from media outlets and sending articles for publication. Though Sofia did not fully grasp what PR entailed at first, her natural curiosity and enthusiasm for new challenges quickly set her on a rapid upward path.
“I didn’t even know what PR really meant”, she admits. “But within months, I found myself negotiating with our media partners, managing publication deliveries and making sure budgets and relationships stayed intact.”
Overcoming early challenges
Sofia’s first major test came in the summer of 2024, when a project unexpectedly published more articles than budgeted, pushing the agency toward crisis mode. Rather than panicking, she tapped into her negotiation skills to resolve the issue smoothly with media outlets. This turning point not only highlighted her capacity for handling complex issues but also deepened her appreciation for balancing client needs with media dynamics.
Later, Sofia faced high‑volume negotiations involving large publication orders. Despite lengthy discussions that required patience and ingenuity, she secured pricing that satisfied both our clients and media partners. This hands-on experience taught her that successful negotiations in crypto PR hinge on understanding each side’s priorities.
Organic growth through mentorship
Sofia’s progression from part‑time duties to overseeing full‑scale media buying was a steady journey marked by ongoing learning. Frequent conversations with her mentor, Anastasia Anisimova, and collaborative problem‑solving sessions helped her hone her approach and broadened her responsibilities. Although challenging at times, these experiences proved integral to her professional evolution.
Sofia also candidly addresses the operational hurdles that come with this growth. Managing diverse invoicing rules and financial documents across multiple countries can be taxing, yet she views these headaches as an expected part of the learning curve.
“Every small challenge teaches you something”, she reflects. “And when you tackle each issue with humor and persistence, there’s always a way forward.”
Sofia’s advice to newcomers in crypto PR is straightforward yet powerful: ask questions without hesitation, stay observant, and let every challenge deepen your skill set. By embracing these lessons, Sofia has come to see operations not just as a list of tasks, but as a dynamic, foundational force that drives every campaign at Outset PR.
Maximilian Fondé: Turning media data into strategic insight
Max’s entry into crypto PR analytics was largely a stroke of luck. Recruited on a part‑time basis without specialized training, he quickly unearthed a passion for data-driven work. What began as a tentative role soon became a mission to decode hidden patterns within raw numbers.
“Crypto moves fast. One hour can change the entire landscape. That volatility is what makes analytics so thrilling,” Max explains.
For him, the real excitement lies in a detective‑like approach to media insights. Every day, Max sifts through extensive data streams, spotting trends that might predict a campaign’s success. In a market where information quickly grows stale, ensuring data freshness is essential.
The art and science of crypto PR analytics
While quantitative metrics are front and center, Max’s focus goes beyond tracking the number of mentions; it’s about understanding the qualitative ripple effect a single, well‑placed article can generate. He emphasizes that a media mention’s impact varies drastically depending on both the platform and the specific publication section. He even recalls two episodes that mixed humor with insight.
“First, a crypto-related article that was unexpectedly republished on a high‑traffic adult website, garnering 8 million views – proof of the article’s remarkable reach,” Max chuckles. “Second, a press release that found renewed life on Odnoklassniki, Russia’s social network, illustrating how content can resonate in unanticipated ways.”
“These surprises aren’t setbacks; they’re invaluable learning opportunities,” he adds.
During an intense stretch in November and December 2024 – when Outset PR worked on four massive PR campaigns simultaneously – Max had to adapt on the fly. The sheer volume of data forced him to rethink routine reporting methods. By automating repetitive tasks and revamping outdated spreadsheets, he not only met the moment’s demands but also built a more efficient system for the future.
Forward-looking vision
Max is a firm believer in the transformative power of technology. He envisions a future where AI and advanced automation become indispensable for handling extensive datasets and extracting actionable insights. His goal is to helm a dedicated team of analytics experts, moving beyond traditional metrics like CTR and ROI to capture a broader perspective on audience engagement across diverse platforms.
For those entering crypto PR analytics, Max’s guidance is clear: embrace the unexpected and treat every anomaly as a chance to innovate. His rise from a tentative newcomer to a confident data strategist reflects the essence of Outset PR – continuous learning, adaptability, and the ambition to keep advancing.
Danijela Tomić: Crafting persuasive content and fostering talent
Danijela’s evolution at Outset PR is a testament to the power of mentorship and insightful feedback. She began her career as a junior copywriter, introduced to the agency through connections with founder Mike Ermolaev and head of content Yana Zavyalova.
From the start, Danijela learned that effective PR communication is about the subtle art of refinement. By observing Yana’s editing process, she discovered how even minor tweaks can turn an ordinary draft into a compelling piece of content.
“Watching Yana polish my drafts taught me more than any style guide ever could. That feedback loop was invaluable,” Danijela recalls.
The challenge of crypto-related content
Crafting content in the crypto industry is uniquely demanding. Audiences in this sector are naturally cautious, having witnessed countless overhyped promises and market manipulations. To break through this skepticism, content must be persuasive yet authentic. Danijela emphasizes that effective crypto PR requires clarity, honesty, and a balanced tone that builds trust without resorting to aggressive marketing.
Her work on high‑profile PR campaigns exemplifies this approach. During her transition to the role of organic content team lead, she wore multiple hats – both writing and editing – to ensure that every piece of content not only communicated the client’s message but also resonated with the audience on a personal level.
Leading with empathy
What truly sets Danijela apart is her commitment to nurturing talent. Rather than imposing strict guidelines, she creates an environment that encourages creative exploration and open dialogue. This approach empowers team members to ask for help, learn from mistakes, and ultimately take ownership of their work.
“When people feel safe to ask for help, creativity flourishes,” she explains.
Her strategy includes regular team discussions, one-on-one feedback sessions, and celebrating even the smallest victories. This collaborative culture has been crucial for both individual development and collective success at our agency.
Focusing on sustainable growth
Looking ahead, Danijela aims to deepen her expertise in organic content strategy rather than chasing every passing trend. She envisions overseeing complete campaign cycles – from initial concept through post‑publication analysis – to ensure each element aligns with client objectives. In her view, sustained, thoughtful communication is the bedrock for building long-term credibility in the crypto industry.
For those new to crypto PR content, Danijela recommends to stay curious, listen actively, and value constructive criticism. Her own journey – from an average copywriter to team lead – proves that persistence and a willingness to learn can drive remarkable growth, even in the most fast-paced industries.
Key takeaways: How Outset PR empowers rising talents
The individual journeys of Sofia, Max, and Danijela highlight the core strengths that fuel success at our agency:
- Collaborative сulture: Open communication and regular feedback ensure an environment where everyone can learn and grow.
- Ownership and autonomy: Each team member is empowered to take responsibility for their projects, promoting creativity and accountability.
- Embracing challenges: From complex negotiations to data overload or crafting compelling content, challenges are viewed as catalysts for professional growth.
While the crypto industry can be demanding, a supportive, forward‑looking team can transform stress into opportunity. At Outset PR, every setback is treated as a learning experience, and every success is a shared victory that propels the entire team forward.
If you’re eager to thrive in a dynamic, future‑focused environment, we invite you to become part of our journey!
