Many people in comms have learned to approach media tours with caution. After the pandemic, hybrid working schedules mean there are fewer reporters in town with less time on their hands. Face time is valuable, but promise an entire tour and there’s the risk no one shows up.
And yet, we still host media tours.
In March, we led a fast-paced media tour in New York for Bobby Ong, CEO of CoinGecko. Bobby is based in Kuala Lumpur and makes the 18-hour journey to America infrequently. We had a rare window in our ongoing media work – a chance for real executive face time.
The objective was straightforward yet ambitious: top-tier financial media interviews in a limited period of availability. From initial outreach to on-the-ground coordination, every step required focus and customization.
The tour included interviews with Reuters, The Wall Street Journal, Bloomberg and The Information and concluded with a broadcast segment on Fintech TV’s Taking Stock filmed on the floor of the New York Stock Exchange.
The strategy behind landing these opportunities really came down to relevance, or what I call KYR (Know Your Reporter). Even within a single beat like crypto, coverage varies. Some reporters focus on policy and regulation, others on venture capital, startups, or business strategy. I kept my outreach tight – referencing reporters’ recent work, so it was clear this was no generic pitch.
Reporters receive dozens to hundreds of pitches a day, jamming their inboxes and making it difficult for any single one to stand out. Being specific in the subject line captures the attention quickly, “In person meet with CoinGecko’s CEO” was simple but effective and led to quick responses. Bobby is a useful source at intersection of tech, business and crypto. Framing him as part of the conversations they were already covering and tying his perspective to timely data, made the outreach feel relevant and worth their time rather than just another pitch.
Each outlet also operates differently. The Information prioritizes in-depth, exclusive reporting, while Bloomberg and Reuters move quickly with a focus on speed.
We’re in the business of communications and a big part of the job is getting to know the person behind the titles. Riding in an Uber north on the FDR, he talked about how much he loved the hit the ground running energy of New York, how the city’s constant motion makes you feel alive.
We took it all in – the busyness of the streets, deals happening in cafes, business conversations over AirPods as people walked past on the sidewalks. Feeling that energy and passion made the media tour feel less like a strategy session and more like trip to a city he already knew.
In the world of media tours, the unexpected defines the day. Delayed flights, shifted schedules, rearranged interviews: we had them all. That meant adjusting logistics in real time, keeping everything moving without losing momentum.
Broadcast opportunities require a different level of focus. Producers are working against tight timelines so there is little room for long explanations or back and forth. Each pitch was developed for the reporter, considering their beat and the latest market developments. Bitcoin’s price, for example, drives conversations across the entire crypto ecosystem. Every market shift sends ripples that our outreach needed to capture in real time.
Strong coordination and clear communication: they are invaluable. Consistently deployed, they make it easier for producers to quickly understand the value of the guest and move forward with booking.
As for highlights, I keep coming back to the Taking Stock segment as a memorable moment. We’re seeing crypto become institutionalized in real time and while obstacles remain, institutions are moving toward participation. As Bobby put it, “The industry needs clarity on what it can and cannot do, and once the Clarity Act passes, it will be very bullish because institutions can finally participate confidently.”
Bobby served as a trusted voice on navigating bitcoin trading amid geopolitical uncertainty and shifting market conditions. Filming on the trading floor brought an undeniable energy to the conversation and reinforced the credibility of the discussion.
Gionna Fanti is an account manager in New York
