Katerina Zemskova from Cointelegraph explains that because AI is creating so much content, Web3 companies are moving away from standard, long-term contracts with PR firms. Instead, they’re focusing on having their founders directly share stories that connect with broader trends, rather than just sending out a lot of generic press releases.
Summary
- Formula by Cointelegraph warns that AI-driven content saturation is eroding the impact of traditional Web3 PR campaigns.
- Head of PR Katerina Zemskova says crypto firms must abandon rigid retainers for modular, cycle-aware, founder-led communication strategies.
- Narrative-driven markets are pushing projects to treat reputation as capital, not a fixed expense, as Bitcoin, altcoins and tokenized assets trade on macro and political stories.
The world of Web3 public relations is facing a growing problem – a sort of “press release fatigue,” according to Katerina Zemskova, Head of PR at Formula by Cointelegraph. Too much content created by AI is overwhelming crypto news outlets, and that’s reducing the value of paying to distribute press releases.
She told Formula that many crypto companies are wasting money on announcements that all look the same, to the point where people are tuning them out.
Zemskova explained that with the rapid increase in AI-generated content, simply publishing a lot of material no longer gives businesses an advantage, because there’s now more content available than people have time to read. She believes successful marketing now requires two different approaches: some content should be designed to be easily found by AI like ChatGPT and Google News, while other content needs to be compelling enough to keep a real person reading until the very end.
AI content meets political crypto cycle
She’s pointing out that cryptocurrency markets are now heavily influenced by things like political news, expectations about interest rates, and where big investors are putting their money, rather than just what’s happening on the blockchain itself. Bitcoin and other major cryptocurrencies have been quickly rising and falling based on U.S. inflation reports and predictions about whether the Federal Reserve will lower interest rates. For example, when inflation numbers are lower than expected, altcoins tend to increase in value, but when rates are expected to stay high, prices often drop.
As we move into the latter half of 2026, projects are vying for attention in an increasingly sensitive political and economic climate. Investors are shifting their focus between Bitcoin, established altcoins, and assets backed by real-world items like stocks and commodities, driven by overall market feelings and the ability to trade 24/7. Recent reports show growing interest in tokenized stocks and combined financial products, as traders look for constant access to markets affected by political events.
From retainers to founder-led narratives
According to Zemskova, typical corporate branding is failing because it lacks a human touch, leading to skepticism from investors, partners, and users. She advises Web3 companies to learn from consumer brands like Nike, which successfully used experts and engineers as brand advocates instead of just relying on traditional marketing. The goal is to remind people that real, passionate individuals are behind the product.
Formula has adapted to changing market trends by moving away from fixed yearly contracts. Instead, they now offer flexible campaigns tailored to specific goals and project phases. These campaigns can vary widely – one month might involve ‘Ask Me Anything’ sessions and podcasts, while the next could focus on opinion pieces, influencer collaborations, or press releases leading up to a token launch. Zemskova warns that a PR agency offering a fixed 12-month package is a red flag, emphasizing that the market is constantly evolving and will look very different even in just a few months.
She advised cryptocurrency companies to move beyond seeing public relations as just another expense. Instead, they should view their reputation as a valuable asset that directly impacts their ability to attract investment, recruit talent, and influence how regulators interact with them. This idea builds on previous discussions about how broader economic factors and market conditions affect the crypto industry, as we previously reported on inflation and market structure.
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2026-05-18 16:58