351: Secrets of Web3 PR that actually work - with guest speaker Kim Than, founder of Genius PR

What really makes a project stand out in Web3? It’s not the tech—it’s the story.In this episode, I chat with Kim Than, founder of Genius PR (formerly PR Genius), who shares the untold truth about PR in crypto. From disrupting the shady old agency model to pioneering results-only PR, Kim breaks down exactly how they help Web3 startups grow through strategy, storytelling, and standout branding.If you're launching a token, scaling a startup, or building in crypto, this episode is your playbook. Kim reveals the tactics behind viral campaigns, how to build trust with press and users, and why branding is now the only moat left.🧠 KEY LEARNINGS + TIMESTAMPS[01:55] – Kim’s journey: from investment banking to founding Genius PR[03:00] – The Web3 PR gap: outdated playbooks and broken promises[07:01] – Why they introduced a “results-only” model—and how it works[08:15] – How to match PR strategy with actual business goals[10:36] – The power of relationships with journalists and how they built them[12:49] – Why branding is your biggest moat in 2026[14:13] – Timing your PR: why 6–8 months before TGE matters most[17:52] – Case study: Growing the personal brand of IO.net's Chairman[19:30] – Why short-form video is now core to PR in Web3[21:55] – First step for any launch: clarify positioning and story[25:38] – Who Kim looks to for inspiration in branding and content[28:52] – What to do with a $10k PR budget if you're a Web3 startup[35:19] – What’s next for Genius PR: events, content series, and the rebrandConnect with Genius PRhttps://www.theprgenius.com/ https://www.linkedin.com/company/theprgenius/ https://x.com/theprgeniusIt would mean a lot if you can leave a review of this podcast on ApplePodcasts or Spotify and share this podcast with a friend.Be a guest on the podcast or contact us -⁠ https://www.web3pod.xyz/⁠⚠️ DISCLAIMERNothing mentioned in this podcast is investment advice and please do your own research.