The template
Fill in everything in square brackets. Delete any line you cannot back with a link or a document.
Headline: [Project] launches [TOKEN] on [chain or venue], [one concrete outcome, such as opening staking to all users]
Subheadline: [One sentence with the date, the venue and the single most important number, for example total supply or the size of the community allocation]
Dateline: [CITY], [Country], [Month Day, Year]
Paragraph 1, the facts: [Project], a [category, in under ten words], today launched [TOKEN], [what holders can do with it]. Trading opens at [time and timezone] on [venue or venues].
Paragraph 2, why it matters: [The problem the product solves, with one usage figure you can source, such as active wallets or testnet transactions, and its date.]
Quote: "[One or two plain sentences on what changes for users.]" said [Name], [Title] at [Project].
Token details: Ticker [TOKEN]. Chain [chain]. Total supply [number]. Allocation [team, investors, community, treasury in percent]. Vesting [summary]. Contract address [address, once deployed].
Availability: [Venues, regions where the token is not offered, and how users can claim or buy.]
Required notices: [Risk warning and any regulatory statement for your markets. See the rules section below.]
About [Project]: [Three sentences: what it is, founded when and where, backers if public.] Website [URL]. White paper [URL]. Media contact [name, email].
A filled-in example for a fictional token
The project below is invented. Its numbers show the level of detail an editor can publish without calling you.
Northpaw launches NPAW on Solana, opening staking to its 40,000 testnet users
Trading opens 4 November at 14:00 UTC; 30% of the 1 billion NPAW supply goes to the community over 24 months.
VILNIUS, Lithuania, November 4, 2026. Northpaw, a self-custody savings app, today launched NPAW, the token used to pay fees and vote on vault settings in the app. Trading opens at 14:00 UTC on two decentralised exchanges.
During its three-month testnet, 40,000 wallets created a vault, according to the project's public dashboard. NPAW lets those users move from test funds to live staking on the same accounts.
Notice how every number has a source and a date, and the release says what the token does instead of what it might be worth.
Lines to cut before you send it
- Price talk: targets, "100x", listing price predictions or comparisons to past launches.
- Unconfirmed listings: name an exchange only after it has confirmed in writing.
- Guaranteed yield: any fixed APY or "risk-free" staking language.
- Vague partners: "in talks with leading funds" reads as filler and invites questions you cannot answer.
- Superlatives: "first", "largest" and "revolutionary" need proof an editor can check.
Editors at crypto outlets get dozens of launch releases a day. The ones that get picked up read like news: date, venue, number, quote.
Talk to us
Pick a 30-minute slot, or DM us on Telegram.
Need KOLs and creators lined up for the same day as the release? Book a call and bring your TGE date.
Pricing is scoped to your brief. We reply within one working day.
Rules that change the wording
A launch release is a marketing communication in most markets. Two sets of rules matter for most teams.
EU, MiCA Article 7: marketing communications must be clearly identifiable as marketing, fair, clear and not misleading, consistent with the white paper, and must say a white paper has been published with the offeror's website, phone number and email. They must carry this statement: "This crypto-asset marketing communication has not been reviewed or approved by any competent authority in any Member State of the European Union. The offeror of the crypto-asset is solely responsible for the content of this crypto-asset marketing communication." No marketing may go out before the white paper is published.
UK, FCA cryptoasset promotions: since October 2023 promotions to UK consumers need approval or an exemption and a prescribed risk warning, which starts "Don't invest unless you're prepared to lose all the money you invest." If you are not set up for UK promotions, say the token is not offered in the UK and keep the release off UK channels.
Your counsel decides the final text. The same rules reach the creators who post about the launch, which is why our token launch PR and creator sequence puts legal review before any KOL brief goes out.
When to send it
Send the release under embargo two to five days before the TGE to the editors you want, then publish on the wire when trading opens. Sending it the same minute as trading leaves editors no time, and sending it a week early leaks the date.
If readers are new to the term, link a plain explainer such as what a TGE is rather than defining it in the release. The release itself stays short; 400 to 600 words is normal.
A release gets you coverage and a page to link. It rarely moves buyers on its own, so most launches pair it with KOL posts and AMAs. Our token launch marketing agency page shows how we run that side.
Frequently asked questions
How long should a token launch press release be?
Between 400 and 600 words. Editors cut long releases anyway, so keep the facts in the first two paragraphs and the details in the token block.
Can a press release mention the token price?
State the launch venue and time, not a price target or expected return. Price talk can breach marketing rules in the EU and UK and makes editors less likely to run the story.
Do I need the MiCA statement if my team is outside the EU?
If you offer the token to people in the EU or seek trading on an EU platform, MiCA marketing rules can apply wherever your team sits. Ask your counsel which markets the release targets before you add or drop the statement.
Where should a token launch release be distributed?
Pitch editors at the crypto outlets your buyers read, then use a paid wire for the published version. Paid wires guarantee a listing, not editorial coverage, so treat them as a record of the news rather than reach.
Should the release name the KOLs promoting the launch?
No. Keep the release about the product. Creators disclose their own paid posts, and naming them in the release makes the campaign look bought.
Results from campaigns our team has run
Solana community brand · KOLs on X
Retardio
15M+ impressions on X
Read the Retardio caseCrypto exchange · KOLs on X, YouTube and TikTok
Binance
4,245 new users and more than $510M in trading volume, double the target
Read the Binance caseMove-to-earn app · creators on X and YouTube
STEPN
5,344 new users and 949 NFTs sold
Read the STEPN case
3betmedia launched in 2026; most of these campaigns ran before the name existed. See all 19 cases.
Sources and further reading
Northpaw and NPAW are fictional and used only to show the format. Rule summaries were checked on 30 October 2026 and are not legal advice. 3betmedia is not affiliated with ESMA, the FCA or the outlets mentioned.