About this episode

Kelley Weaver interviews Emma Pizzutti about navigating the earned media landscape in the context of Web3 marketing.

On this episode of Proof-of-PR, Kelley Weaver is joined by ​​Emma Pizzutti, Head of PR at Hype, an award-winning global Web3 marketing agency at the heart of crypto's culture, community and creativity. To stay up-to-date on upcoming guests and news by following us on Twitter at @ProofOfPR. #PRtips #TheBitcoinConference #ProofofPR #MediaRelations ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● ⏰ Timestamps: 0:00 | Intro 1:24 | Who is Emma Pizzutti? 2:36 | What is Hype? 4:37 | Building brand story around technical projects 6:03 | Pitching process to journalists 8:01 | Navigating competitive landscape for earned media 9:41 | Getting stories indexed properly by LLMs 10:50 | How to know when a story line is hot or cold 12:22 | Approaching mainstream media for clients 14:10 | Founder visibility as part of communications strategy 15:32 | Tips for Founders on where to start sharing their thoughts 16:58 | Relationship between community and PR 18:29 | BITWIRE AD 19:45 | How AI indexes earned media and GEO strategy 22:37 | Campaign examples that worked well 25:25 | How Emma structures her own thought leadership 28:00 | How to use AI to curate news story alerts 29:32 | What's next for Emma and Hype? 25:05 |…

People in this episode

Host: Kelley Weaver

Guest: Emma Pizzutti

Topics covered

• earned media
• public relations
• Web3 marketing
• storytelling
• AI in media
• founder visibility

Keywords

• earned media
• public relations
• Web3
• storytelling
• AI
• media relations
• founder visibility

Mentioned in this episode

Organizations: Hype, Melrose PR, Bitwire, Web3

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• Season 4 Episode 10: Private Client Bitcoin Brokerage (ft. Bisher Khudeira) · July 14, 2026 · 39 min
• Season 4 Episode 8: How Live Experiences Grow Businesses (ft. Kristin Thompson) · June 16, 2026 · 25 min

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