How RWA Companies Can Build Credibility Through PR

A tokenised asset may be on a blockchain, but that does not tell investors, partners or journalists what the token represents, where it can be traded or how a holder can redeem it.

This is a communications challenge for RWA companies. They need to explain a financial product and its legal structure while showing what blockchain technology changes for the asset. Their audiences may come from traditional finance, crypto or both, and each can have a different set of questions.

RWA PR helps companies make those details easier to understand. A communications strategy can also give founders and executives a way to contribute to industry discussions and explain why their work matters.

At Drofa Comms, we work with finance, fintech and Web3 companies on their visibility and communications. Below, we explore how RWA projects can use PR to build credibility and share an example from our work with Theorem.

Key Takeaways

• RWA PR helps companies explain both the financial product and the technology behind it.
• Credibility depends on clear answers about rights, custody, trading and other relevant product details.
• A specific expert perspective can support different formats, from contributed articles to research and media commentary.
• PR results should be measured by the relevance and accuracy of coverage, not only by the number of mentions.

What Is RWA PR?

RWA PR is the practice of communicating a real-world asset company’s product, expertise and developments to relevant audiences. It can include positioning, media relations, executive communications, research and preparation for difficult questions.

Real-world assets, or RWAs, are assets such as bonds, property or commodities represented through tokens on a blockchain. What the token represents depends on the product. Our guide on what RWA means in crypto explains the concept in more detail.

For an RWA communications team, the challenge is to make a specific product understandable to the people it needs to reach.

Why Do RWA Companies Face a Credibility Challenge?

RWA projects operate between two areas with different histories, expectations and terminology.

Traditional financial institutions may ask who owns an asset, where it is held, what rights investors receive and how they can exit. Crypto-native audiences may also want to understand the blockchain infrastructure, token transfers, integrations and on-chain activity.

An RWA project needs to explain both how its technology works and how the financial product is structured. It may also need to show what tokenisation adds to an existing asset or financial product.

The rights attached to a token can vary depending on how a product is structured. For instance, in its statement on tokenised securities, the US Securities and Exchange Commission describes different models and explains how the rights afforded to holders can differ.

Take liquidity as another example. A company may announce that an asset has been tokenised, but a token’s existence does not automatically mean there are buyers or an active secondary market. A journalist or potential partner may ask where the token can be traded, who is eligible to buy it and what happens if a holder wants to exit.

This is a well-known market issue. In its analysis of tokenisation, the IMF notes that tokenised markets remain fragmented and that fragmentation can weaken liquidity and make price formation less efficient.

These are also questions institutional investors may raise during due diligence. We examine them further in our article on what institutional investors expect from RWA projects.

What Makes an RWA Story Worth Covering?

A journalist is unlikely to cover a project simply because it uses blockchain. A stronger starting point is a development that matters to the publication’s readers.

For an RWA company, that might be:

• a product launch that addresses a specific market problem;
• an integration that changes how an asset can be issued, traded or used;
• a partnership with clearly defined roles for each company;
• original research that reveals an industry challenge;
• a founder’s informed perspective on a question the market is already discussing.

The same news can be presented to different publications with a different emphasis. A financial journalist may want to know what changes for issuers and investors. A crypto journalist may focus on the infrastructure and how the product works on-chain.

The underlying facts should remain consistent. What changes is the context needed to make them useful to each audience.

How to Build an RWA PR Strategy

Start With the Questions Your Audience Will Ask

Before planning outreach, identify who the project needs to reach and what those people need to understand.

A company does not need to address every audience in every announcement. It does need to know which audience is relevant to a particular story and prepare the details that audience will need.

Explain the Product in Plain Language

A positioning statement should describe the problem, the people affected and what the company does.

Compare two hypothetical descriptions:

• “A revolutionary platform unlocking the future of tokenised finance.”
• “A platform designed to support secondary trading of tokenised assets.”

The second gives readers a clearer idea of the product and provides a journalist with a starting point for further questions.

If a project discusses secondary trading, for example, it should be prepared to explain where trading takes place, who can participate and which conditions apply.

Support Claims With Evidence

Terms such as “asset-backed,” “liquid,” and “accessible globally” can mean different things depending on the product. Without context, they may create expectations the company cannot meet.

Before making such claims, an RWA project should consider what information it can provide about:

• the underlying asset and the rights associated with the token;
• the roles of the issuer, custodian and other service providers;
• trading, transfer and redemption conditions;
• eligible users and applicable geographic restrictions;
• product documentation and the scope of any technical audits.

Not every detail belongs in a press release. But the team should know where the information can be found and who can explain it. Statements should also be reviewed by the relevant product, legal and compliance teams.

Give Your Experts a Clear Point of View

Founders and executives can contribute more than company updates. They can explain an industry problem, share observations from building a product or help readers understand a technical development.

The most useful commentary answers a specific question. For an RWA infrastructure company, that could be why secondary markets matter, how trading restrictions affect token transfers or what makes a tokenised asset useful as collateral.

A point of view becomes more valuable when an expert can support it with examples and acknowledge the limits of their argument. It also gives communications teams a theme to develop across interviews, articles, events and research.

RWA PR in Practice: How Drofa Comms Supported the Theorem Launch

When Theorem prepared to launch its infrastructure for secondary markets in tokenised real-world assets, the company needed to explain both the product and the market problem it addresses.

The task for Drofa Comms was to support the launch in financial and crypto media while helping position Vladimir Tikhomirov, founder of Theorem and co-founder of Algebra, as an expert in RWA and tokenisation.

Building the Communications Strategy

Before the announcement, our team analysed competitors and their PR activity to understand how other RWA companies described their products and approached the media.

We then developed communication angles for Theorem and prepared a concise project description for journalists. The central story connected the launch to a broader industry question: what infrastructure is needed to make tokenised assets tradable after issuance?

This gave the team a way to explain Theorem’s role without relying solely on technical descriptions or general claims about the future of tokenisation.

The PR Approach

Drofa Comms combined press release distribution with targeted media outreach and support for the founder’s social media communications.

Our team distributed the launch announcement through Chainwire and pitched the story directly to relevant journalists. We also helped develop topics and posts about Theorem for Vladimir’s social media.

The Results So Far

According to Drofa Comms’ campaign data, the launch generated:

• Nine publications through Chainwire distribution across global and crypto media, including Investing.com  and Yellow.
• A combined potential audience of 409M+ across the publications included in the campaign report.
• An organic publication in TradeTechEye following targeted media pitching.
• Founder-led social media communications supported by topics and posts developed around the launch.

The case shows how an RWA launch can bring together positioning, press release distribution, targeted pitching and executive communications. Each channel had a different role. The release carried the announcement, direct outreach introduced it to relevant journalists, and the founder’s communications helped continue the conversation.

How Should RWA Companies Measure PR Results?

The right measures depend on the objective. A company announcing an integration may have different goals from one seeking to establish an executive as an industry commentator.

Alongside the number of mentions, teams can assess:

• The relevance of each publication to the intended audience.
• The accuracy of product descriptions in the coverage.
• The presence and context of key messages.
• Follow-up questions from journalists.
• Referral traffic to project materials, where it can be tracked.

PR can help make a project and its expertise more visible. Though it cannot guarantee investment, trading volume or liquidity. Those also depend on the product, market conditions and demand.

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