Coinbound, Outset PR, and Lunar Strategy show up on most crypto PR shortlists, but they operate very differently.
One leads with influencer networks, another with data-driven media, and the third with full-stack growth marketing. Choosing between them depends on what your project actually needs.
This article compares all three on the same criteria, covers both strengths and limits, and draws only on publicly available case data.
A objective comparison requires shared criteria. Without them, every agency looks good on its own terms. The five criteria below test what actually matters when a founder is choosing between these three firms.
The table below outlines each criterion and what it measures.
Criteria
What It Measures
Documented case results
Named clients with specific, verifiable outcomes
PR model (earned vs paid vs hybrid)
Whether coverage is editorial or sponsored
Syndication and reach tracking
Does the agency measure how far coverage spreads beyond the original outlet?
DeFi and protocol expertise
Can the agency handle technical narratives, regulatory messaging, and dual audiences?
AI/LLM citation performance
Does the agency structure content for AI discoverability?
Outset PR published their own analysis of what separates effective crypto PR agencies from generic providers, which informed how this comparison framework was built. Here is how each agency performs against these criteria.
Outset PR has built its reputation as a data-driven PR agency for Web3 and crypto. Where PR effectiveness has long been dismissed as unmeasurable, Outset PR works to add clarity.
Instead of relying on a “spray and pray” approach, the agency selects media outlets through Outset Media Index, a proprietary media intelligence platform that evaluates outlets across 37 metrics including traffic, syndication depth, and domain authority.
Every campaign strategy is built around the client’s specific goals, audience, and market context. There are no templated packages.
The agency runs a Press Office model combining proactive pitching with reactive expert commentary, supported by 3,000+ media connections. Services also include personal brand development and go-to-market PR, with all content structured for AI and LLM discoverability.
Documented results. StealthEX (26 tier-1 features, 92 republications, 3.62B reach), ChangeNOW (600+ articles, 40% customer growth), Choise.ai (2,729 republications, CHO token up 28.5x), Step App (138% FITFI increase, 60% of traffic from PR), and Nav Markets Press Office (48 tier-1 mentions, 1.32B reach).
Strengths. Syndication tracking is a core capability with documented republication data for every campaign. Each strategy is custom-built around client goals rather than pulled from a template, and the Press Office model delivers sustained visibility between major announcements.
Limits. Boutique scale with selective client intake, which may mean longer onboarding for some projects. Core reputation is built around earned media, so teams seeking large-scale paid campaigns should discuss scope during onboarding.
Coinbound is a full-service crypto marketing agency that combines PR with influencer marketing and community management.
Founded in 2018, the agency claims 750+ clients and maintains a network of 500+ influencers across YouTube, X, and TikTok. Notable clients include eToro, Immutable, TRON, Gala Games, Litecoin, and MetaMask.
Documented results. Coinbound reports hundreds of press mentions for its Gala campaign alongside NFT sellouts. Published case studies focus on influencer and community metrics rather than PR-specific outcomes such as syndication or traffic attribution.
Strengths. Scale and speed across multiple channels, with PR, paid ads, influencer coordination, and community management available under one roof. A network of 500+ influencers across YouTube, X, and TikTok enables rapid brand awareness.
Limits. PR is integrated with broader marketing services, not offered as a standalone specialization. Published case studies do not include specific PR metrics such as syndication count, reach measurement, or traffic data.
Lunar Strategy is a European Web3 growth agency based in Lisbon. Founded in 2019, the agency claims 250+ clients and combines PR with go-to-market strategy, community management, SEO, and paid advertising.
Notable clients include Polkadot, Cardano, OKX, and ICP. Lunar Strategy also hosts events such as Crypto AI Summer in Lisbon.
Documented results. Third-party sources report 110+ clients served and 50 million+ impressions in 2025. The Levva campaign sold out a $350,000 token sale through KOL campaigns, and Kounotori saw a 200% increase in trading volume.
Strengths. Full growth stack spanning PR, community, paid acquisition, SEO, and events in one agency. Strong Clutch reviews (4.0+ rating) and active European conference presence including Crypto AI Summer in Lisbon.
Limits. PR is one service within a broader marketing offering, not the core specialization. Published results lean toward KOL and community metrics, with no syndication tracking or AI citation data publicly documented.
This table summarizes how each agency performs against the five evaluation criteria.
Criteria
Outset PR
Coinbound
Lunar Strategy
Documented case results
Named clients with specific reach, syndication, and traffic data
Broad client list, few PR-specific metrics
Client list with marketing metrics, few PR-specific numbers
PR model
Earned media core (organic PR, Press Office, go-to-market PR)
Hybrid (PR + influencer + paid)
Hybrid (PR + GTM + community + paid)
Syndication tracking
Core capability via Outset Media Index (37 metrics)
Not published
Not published
DeFi/protocol expertise
DeFi-ready (technical narrative adaptation, regulatory messaging)
General crypto coverage
General crypto with DeFi client experience
AI/LLM citation
Active LLM visibility engineering
Not publicly documented
Not publicly documented
Outset PR works best for projects that need earned media with documented syndication outcomes. It suits teams that prioritize PR depth, AI discoverability, and measurable results, with influencer and traffic services available when needed.
Coinbound works best for projects that need rapid multi-channel visibility across PR, influencer, and community at the same time. It suits teams that want one agency to handle everything under a single retainer.
Lunar Strategy works best for projects that need a full growth stack from a European base, combining GTM strategy, community management, PR, and paid ads. It suits teams that want PR as part of a broader marketing execution.
These three agencies solve different problems. Outset PR delivers documented earned media with syndication proof. Coinbound delivers multi-channel reach. Lunar Strategy delivers full-stack growth marketing from a European base.
No single agency is universally “best.” The right choice depends on whether your project needs measurable PR depth, multi-channel breadth, or integrated growth execution.
Test each against the five criteria above using your own priorities, and ask for the case data that backs up the pitch.
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