• Why timing often matters more than the announcement itself.
• How embargoes shape urgency, relevance, and media attention.
• What journalists actually look for when deciding what to cover.
• Why respect and clarity are the foundation of strong media relationships.
• How small communication missteps can quietly kill a story.

Drawing on years of experience across PR and journalism, Liam J. Kelly ,DeFi Correspondent at DLNews, and Daniel Porat open up a refreshingly honest looks at how stories really move through the Web3 media ecosystem, from inbox dynamics and embargo etiquette to trust, expectations and the subtle signals that determine whether a pitch lands or gets ignored.