Blockchain will enter mainstream media in 2024

Blockchain Has Been Gaining Momentum in the Media — Is the Tide Finally Turning?

Blockchain has traditionally been confined within its own rather broad ecosystem of industry publications, maintaining a somewhat turbulent relationship with mainstream media. It has often been relegated to a few niche features or sidestepped into finance sections only when linked to the latest crypto highs or crashes—rarely discussed based on its own technological potential.

The Momentum is Building

However, as of March 2024, the number of mentions of blockchain (excluding pricing discussions) in major global English-language media increased by 18% year-on-year*, marking a notable rise compared to previous years. So, what's behind this shift? Has blockchain finally broken free from the volatility of cryptocurrencies over the past few years? Is it finally time for it to stand in the spotlight, receiving recognition for its potential beyond digital currencies?

The Tide Has Turned

The truth is, the wave has already arrived—and we’re witnessing it firsthand. In conversations with local journalists, some suggested this is a result of recognition for emerging regulatory frameworks—technologies being developed to help manage the fast-growing cryptocurrency market. Others hinted that this resurgence in media discussion stems from both governments and enterprises speaking highly of blockchain’s capabilities—and beginning to deliver on those promises. Indeed, some governments and corporations are publicly exploring blockchain to increase transparency in public services or promote the technology from a security-enhancement standpoint.

When any new technology emerges, it often comes with a wave of bad actors and short-sighted behavior—we've seen this before during previous hype cycles. But within blockchain lies the potential for a technological revolution. Many believe it will make many things easier, better, faster, and more efficient—and overall, the mainstream commentary landscape seems to be waking up to that idea.

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Positioning Yourself Within the Mainstream Debate—If It Makes Sense

As seasoned media professionals and B2B experts, we know that joining the mainstream conversation isn’t always the best route for your communications strategy—nor the most effective way to achieve your project’s goals. If your target audience primarily reads outlets like Coindesk or Cointelegraph, there’s nothing wrong with continuing to prioritize industry-specific media.

However, if you’re ready to take on the challenge of the mainstream media—which requires its own unique and thoughtful approach—here are some recommendations for achieving the best results:

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1. "When I Grow Up, I Want to Be a Pilot"

No matter how complex the technology is, can its goals and impact be easily understood by the average person? If not, can a relatable analogy be used to make it clearer?

In one upcoming keynote, we worked with a client to explain their technology, which provides an end-to-end view of corporate liquidity. The client successfully illustrated this by recalling his childhood dream of becoming a pilot—and the fascination of being in a cockpit, observing and controlling everything.

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2. Take the “Two-Sentence” Challenge

Editors at top-tier publications receive hundreds of pitches daily. Can you explain yours clearly and completely in just two sentences?

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3. Why Should They Care if Forking Is Hard?

One of the biggest mistakes when engaging mainstream media is assuming editors have deep knowledge of industry developments or are fluent in sector-specific terminology—even if such terms are commonplace in your field.

Throwing around phrases like "hard fork" (a significant change to a blockchain's operating rules) might leave some people confused. Striking a balance between technical clarity and accessibility is not only possible—it’s essential.

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4. Assume Your Audience Is Skeptical

It’s wise to reflect the healthy skepticism of the broader public and acknowledge the media’s role in questioning hype. Can you provide a case study demonstrating the technology’s value from a customer perspective? Have you been featured in recent analyst reports highlighting trends and emphasizing the value of your solution in a broader industry context?

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And Finally… So What?

Remember, an editor’s job is to engage their audience. Why should they care? Is your story compelling? Would it grab your attention if you read it for the first time? If not, how can you simplify it without losing its essence?

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April Six has partnered with blockchain brands through ups and downs and is pleased to witness this media transformation. We recognize the vast opportunities within blockchain and look forward to helping our clients continue building their brands and businesses—especially with the increasing support from mainstream media.

If you need any communications support or would like to discuss your PR goals with a team of seasoned blockchain communications specialists, we’d love to hear from you.