How did you come to lead the Media Relations department at Outset PR?

Joining Outset PR in late 2023 still feels like a Christmas miracle. Before that, I had solid experience managing two projects, where I was primarily responsible for onboarding employees, establishing processes, and handling all documentation. This background proved invaluable in helping me adapt to the new field of crypto.

With this experience in hand, I initially started as a personal assistant to our founder, Mike Ermolaev, supporting him in managing routine tasks so he could focus on strategic planning and overseeing the agency’s broader goals. I came on board part-time, but within a month and a half, we launched Traffic Acquisition as a standalone service, and I found myself diving into all dedicated processes, learning how everything fit together.

As the workload increased, Mike suggested I transition to working full-time on traffic acquisition campaigns. This shift naturally introduced the term “operations officer” into our agency's vocabulary, as it required constant media communication and timely content distribution. Despite dedicating my full attention to this role, it became clear we needed more hands on deck, leading to the hiring of our first media manager. That’s how we began expanding our media network.

We operated tirelessly, which prompted the hiring of another media manager to ensure we stayed ahead of the curve. As our team grew, Mike entrusted me with more complex tasks, always offering me a helping hand when needed. His faith and support encouraged me to take on greater managerial responsibilities, ultimately leading to my promotion as Head of Media Relations – a challenge I embraced wholeheartedly. By April 2024, just four months after joining as an assistant, I transitioned into a managerial role, leading a team that has since grown to seven specialists, with plans for further expansion on the horizon.

What key skills do you believe are necessary for success in media relations within the crypto PR industry?

For both operations officers and media managers, strong communication skills are essential. This includes not only conveying messages clearly and effectively but also building and maintaining connections with media reps. Crafting friendly and engaging messages can greatly enhance media relations, and it’s important to respect those you interact with while being responsive to their needs.

Empathy also plays a vital role in this field. Understanding the perspectives of journalists and media outlets helps tailor pitches and foster genuine relationships. It’s about appreciating their workload and constraints while offering value in your interactions.

Finally, the ability to set and maintain boundaries is key. Knowing how to protect a client’s interests, whether by avoiding overextending resources and saving budgets, or negotiating favorable terms for publications, is a crucial aspect of strategic media management.

From an operational perspective, soft skills such as attentiveness and responsibility are critical. The ability to make quick, independent decisions is also important, as the crypto industry moves fast, and responding swiftly and decisively can make a big difference.

For media managers specifically, an analytical mindset is indispensable. Understanding media pricing structures and assessing whether deals are fair and beneficial requires the ability to analyze data and market trends effectively.

How do you structure your team to effectively manage media relations?

Given that the team is still expanding and the crypto market is changing rapidly, our structure remains dynamic. The crypto landscape can shift weekly, requiring us to stay adaptable. For example, during a bull market, the workload increases significantly, making media relations more challenging as clients compete for media attention. To address this, we adjust roles to optimize our resources.

I focus closely on each team member’s strengths and potential, tailoring responsibilities and assigning new tasks as needed. For instance, Sofia Andreeva has excelled as an operations officer and now handles all media purchases and price negotiations.

My approach is hands-on. I assign tasks and observe who thrives in specific areas, running small tests to assess capabilities. This process helps me identify what each team member enjoys and succeeds in, fostering motivation and productivity. By structuring the department based on these insights, I ensure that everyone is working in areas where they can truly shine.

What are some common challenges you face when securing media placements?

One of the biggest challenges we encounter is the lack of transparency in the editorial policies of many media outlets. Media teams often have specific requirements for client types and article formats, but these aren't always clearly communicated. This can make it difficult to align our pitches with their expectations.

Additionally, media outlets sometimes misunderstand even basic aspects of initial contact. To address this, my department develops targeted questions for the media to elicit clear responses and ensure we obtain the necessary information. While this process has improved over time, occasional communication breakdowns still occur.

The human factor also plays a significant role. For example, media staff may occasionally miss or overlook our emails. And if email is the only means of communication, you may need to send multiple follow-ups, which can slow down other processes and impact the results of campaigns where speed is paramount.

Furthermore, constant updates from platforms like Google have a substantial impact on our work. Each update introduces new rules that we must understand and adapt to. This affects not only the cost of media placements but also requires us to assess the types of clients a media outlet works with, the topics they cover, and their daily publishing capacity.

My team and I are proactive in keeping up with these changes, regularly revising our strategies to manage these challenges effectively.

What trends do you foresee in the interaction between crypto PR specialists and media outlets in the next few years?

As I said, media relations are heavily influenced by both Google updates and crypto market fluctuations. Understanding market cycles is essential to effectively manage costs and maximize exposure for clients. As the market evolves, so will the dynamics of negotiating and strategizing with media outlets. During a bull market, prices of media placements tend to rise as demand increases. Conversely, in a bear market, there is an opportunity to negotiate lower prices due to the reduced number of clients seeking media attention.

How do you measure the success of a media campaign?

We begin by setting clear initial expectations with the client. This includes estimating potential outcomes in terms of coverage and focusing on the anticipated traffic from specific media outlets, providing a detailed forecast.

While our media managers and operations officers concentrate on their respective areas, the analytics are expertly managed by our media analyst, Maximilian Fondé. He is instrumental in gathering all the necessary data to evaluate the success of our PR campaigns. For instance, he tracks the number of republications and any additional coverage that arises. Working closely with our content department, he also analyzes how well the publications rank on Google and identifies the keywords driving those rankings.

This collaborative approach enables us to gain valuable insights into each campaign’s effectiveness in reaching its target audience and achieving the desired media presence.

What sets Outset PR’s approach to media relations apart from other agencies in the industry?

Sincerity and friendliness are our core principles, earning us the trust of numerous media outlets. We frequently receive feedback about how easy and enjoyable it is to collaborate with us, a distinction we take great pride in. Unfortunately, not all agencies in our industry prioritize friendliness in their communications.

We uphold respect and integrity in all interactions, never making promises we can't keep. This commitment extends to our work with influencers as well. By fostering mutual respect, we have partnered with many YouTubers and other influencers, who often recommend us to their peers, amplifying our reputation and reach through word of mouth.

By building genuine partnerships rooted in honesty and respect, we find that media outlets and influencers are more willing to team up with Outset PR. This positive and professional atmosphere is what truly sets our agency apart.

And finally, what is the most rewarding aspect of leading the Media Relations department in a PR agency?

For me, it’s undoubtedly the incredible relationships I've established with my team and the culture we've cultivated together. When I first entered the crypto industry, I had no idea how complicated it would be. But over time, I've developed a solid understanding of the market, learning how it operates and uncovering the intriguing stories within it.

This journey has been fascinating, but what truly brings me joy is mentoring and collaborating. I've always been passionate about working with others, whether as a camp counselor or a personal assistant in corporate settings. Now, as a team lead, I have the privilege of supporting and guiding an amazing group of people as we tackle exciting projects together. The genuine camaraderie we share is incredibly fulfilling. Even though our team is spread across several cities and countries, we regularly find ways to meet and spend time together, with strong backing from the agency for these endeavors.

Moreover, I feel fortunate to be part of Outset PR, where Mike has instilled a strong ethos centered around empathy and a people-first approach. This ideology resonates deeply with me and is evident across our entire team. This uplifting and empowering environment not only helps our department thrive but also fosters creativity and innovation throughout the agency. Seeing our collective efforts come to fruition and knowing we're making a meaningful impact in the media landscape is profoundly satisfying!