What each one is
Sponsored / PR.
A paid placement carrying the outlet's press release, sponsored or partner label. Guaranteed to publish once booked. This is most of what we do.
Paid organic.
A paid, editorial-style article on the outlet's own news pages, bylined. Money changes hands. Not every outlet offers it, and whether the article carries a label is set by that outlet's rules, not by us.
Earned.
A story an outlet chooses to publish because it judged the news worth covering. No money changes hands. It is not booked, and no one can guarantee it.
Answer-first commercial facts
- Sponsored or press release
- Publication is paid and carries the outlet's applicable label.
- Paid organic
- Publication is paid, editorial-style, and available only where the outlet permits it.
- Earned editorial
- The outlet decides whether it runs, and publication cannot be guaranteed.
- Before payment
- The proposal identifies the coverage type for each line item.
- After publication
- The delivery report labels each link for audit.
Isn't a paid placement just a sponsored tab nobody reads?
The section and label depend on the outlet and format. Ask where the item will run before booking. Purchased publication is not a journalist's independent judgement. The proposal should state the expected format and disclosure.
Disclosure standards
- Label before you spend. Every proposal states which of the three each line item is. No surprises after payment.
- Outlet-level disclosure. We tell you which outlets apply their own disclosure tags and which publish as native editorial format.
- KOL transparency. Influencer and KOL campaigns are paid. Creators disclose according to the rules of the platform they post on.
- Each outlet's own policy. Each outlet sets its own disclosure policy; we follow it.
- Client reporting. Your delivery report labels every link so your compliance team can audit.
Guarantees & limits
| Coverage type | Disclosure | Guaranteed? |
|---|---|---|
| Press release distribution (packages) | Per that outlet's own rules | Yes, live links per tier |
| Paid placements (single outlet) | Per that outlet's own rules | Yes, when booked |
| Paid organic placement | Per that outlet's own rules | Where the outlet allows it |
| KOL / influencer campaigns | Per that outlet's own rules | Yes, per scoped brief |
| Earned editorial pitching | Independent editorial | No, the outlet decides |
| Outlet commentary / opinion | Independent editorial | No, outside our control |
Questions
If you need clarification on how a specific placement will be labelled, ask before booking. Email [email protected] or use Get a proposal.
Sources and evidence
- Coverage taxonomy and guarantees: this editorial policy.
- Paid format context: paid placements.
- Distribution boundary: crypto press release distribution.
- Outlet-selection context: media outlets.
FAQ
Is a paid press release the same as earned media coverage?
No. A paid press release runs because publication was purchased and accepted. Earned coverage runs because an editor independently chose the story without a publication fee.
How can I tell whether a crypto article was sponsored?
Check the label, section, URL, and byline, then confirm with the vendor. Outlet conventions vary, so no single visual clue works in every market.
Isn't a paid placement just a sponsored tab nobody reads?
The section and label depend on the outlet and format. Confirm where the item will run before booking. Purchased publication is not independent editorial judgement.
Can a PR agency guarantee earned coverage?
No. It can guarantee strategy, pitching work, reporting, and booked paid formats. The publication decides whether independent earned coverage runs.
Why disclosure matters
- Trust: readers (and increasingly AI engines) reward authenticity; hidden paid content erodes it when exposed.
- Compliance: disclosure rules differ by market and by outlet; each outlet applies its own.
- Quality signals: Google and AI engines weigh genuine editorial authority, which is why an article written to a desk’s editorial standard is worth more than one written to an ad spec.
The honest middle ground in crypto
Crypto media runs a spectrum: independent editorial, paid articles that carry a visible tag, and paid articles that run in the outlet’s own editorial format without one. The third is common. The risk lies with buyers who are never told which one they bought. We tell you, in the proposal, before you pay, and again in the delivery report.