The Evolution of Crypto Comms: Bridging the Gap Between Projects and Mainstream Media in 2025

The Changing Face of Crypto Communications

We’ve covered plenty of angles in crypto over the past year—regulation, adoption, market swings. But one area that doesn’t get enough attention is how crypto companies talk to the world. As the industry edges closer to mainstream acceptance, the way projects communicate is shifting. And firms like Halcyon, a new player in the space, are trying to bridge that gap between crypto and traditional media.

Aubrey Strobel, Halcyon’s co-founder, has been around long enough to see how things have evolved. “There’s still a disconnect with mainstream outlets,” she told me over the phone. “It’s not just about press releases anymore. Visual content, short-form videos—that’s what cuts through now.”

She’s right. The old playbook of blasting out announcements and hoping for press pickup doesn’t always work. Some companies, like Astronomer, have ditched formal statements altogether, opting instead for direct-to-audience videos when controversy hits. The response? More engagement, more control.

When Going Direct Makes Sense

“Founders are realizing they don’t always need a middleman,” Strobel said. “If you’ve got a strong story, sometimes it’s better to tell it yourself.” That’s why Halcyon isn’t just a PR firm—it also helps clients produce their own content, from explainer videos to social media narratives.

But it’s not a one-size-fits-all approach. “There are moments when the media is the right move,” she admitted. “A crisis, a big milestone—sometimes you need that third-party validation. Other times, owning the narrative yourself works better.” The key, she thinks, is knowing the difference.

The Language Barrier

One stubborn issue Strobel sees? Crypto still talks in code. Even as adoption grows, the industry’s jargon-heavy language keeps people out. “If you’re explaining DeFi to someone new, ‘liquidity pools’ and ‘yield farming’ don’t help,” she said. “You lose them before you even start.”

It’s a fair point. The tech might be solid, the numbers impressive—but if the message doesn’t land, does it matter? Strobel’s take: “Meet people where they are. Not everyone needs to understand the mechanics. They just need to know why it’s relevant to them.”

Maybe that’s the next hurdle for crypto—not just building better tech, but explaining it in a way that doesn’t sound like a textbook.