Before listing week: a PR brief crypto teams actually use

Why listing week breaks communications

Crypto listing announcements fail for the same reason most product launches fail: the public story is drafted after legal has already frozen the facts. By then, marketing wants adjectives, engineering wants caveats, and the press gets a brochure.

The 45-minute briefing agenda

1. What changed for the user — one sentence a non-holder can repeat.
2. What did not change — custody, fees, jurisdictions, unsupported claims.
3. Proof you can show today — docs, explorer link, audit summary, or volume context.
4. Who speaks — one founder + one ops contact. No committee quotes.
5. Embargo rule — yes/no, timezone, and who breaks it.

Crypto-specific landmines

• Do not imply a listing equals endorsement by the exchange.
• Do not reuse last project's "ecosystem" paragraph.
• If market-making or incentives exist, say so plainly or say nothing — silence plus rumor is worse.

What good looks like

A listing note should read like news: who, what, when, why it matters, and where to verify. If your draft could sell sneakers, rewrite it.

Editorial note: this is process guidance for communications teams, not investment advice.