Just last week I was talking with a woman in rural Rajasthan who accesses a blockchain-based microfinance platform. She has no interest in “DeFi” or “smart contracts.” What’s important to her is that it lets her borrow money at a reasonable interest rate and start a small business to help support her family. That’s the human side of Web3, and this is the aspect Indian PR must rise up to defend.
Simplify Web3, Tell Real Stories
Web3 is drowning in jargon. DeFi, NFTs, DAOs – It’s just alphabet soup to many of us. Indian PR can cut through the noise through stories, not technology jargon. Forget the technical deep dives. Put the spotlight on the actual people who are using Web3 to address some very real challenges.
Think about it: Instead of explaining the intricacies of a decentralized autonomous organization (DAO), showcase how a local community in Kerala used one to fund a sustainable farming project. Show, don’t tell. And this isn’t about avoiding what’s complicated, it’s about looking for the human story in the complication.
Impact Over Tech, Show The Good
Web3 can and should be a powerful force for good. Decentralized healthcare, blockchain-based education, transparent supply chains – these are some of the most amazing and impactful stories yet to be told. Indian PR has to place an accent on these social influence applications.
I’m referring, of course, to using Web3 to uplift marginalized communities, advance financial inclusion, and ultimately build a more equitable world. It isn’t just social impact that is important here. What I would like to see though, are PR campaigns highlighting the Indian innovators finding ways to use Web3 to tackle the most social problems.
Community First, Build Bridges Better
Web3 is all about community. Forget the top-down command-and-control messaging, it’s all about building authentic grassroots engagement. This necessitates really listening to, taking guidance from and amplifying a wide range of voices in this discussion. It requires extending beyond the normal tech bubble and engaging those who are consistently left out.
We have a strong track record of hosting inclusive online and offline events. Additionally, we produce content in several languages and work closely with community leaders who have earned the trust of their constituents. Perhaps most importantly of all, it requires producing environments in which all people feel at home and respected.
Ethics & Trust, Avoid The Scams
Web3 is still the wild west. Scams and rug pulls are rampant. The Indian PR has the duty to ensure that innovation is ethical and beneficial to consumers. This requires better vetting of projects, transparency about their risks, and a move away from hype-driven marketing.
We’re going to have to do massive public relations campaigns that help consumers understand the dangers of Web3. These campaigns must provide resources for spotting scams and promote safer investment practices. It’s not about creating the hype – it’s about establishing credibility. This means that PR professionals need to ensure the industry is held accountable.
Empower Local, Share Indian Web3 Wins
India has a vibrant Web3 ecosystem. Indian PR has to shoulder the responsibility of making sure local entrepreneurs and innovators are heard. Amplify the amazing things they’re already doing, whether it’s making big local leaps in innovation, solving a local challenge, or creating local opportunity.
I mean stories of Indian startups developing blockchain-based solutions to improve agriculture, healthcare and education. Share their singular challenges and opportunities, but more important share opportunities for growth and improvement and the amazing success stories. We create a more inclusive and diverse Web3 world by amplifying local perspectives. We take those stories and amplify them out to the world.
Only Indian PR agencies can truly help humanize web3. They are nimble, innovative and closely attuned to the needs of their communities. By taking these five approaches, they can do their part to make Web3 more accessible, inclusive, and impactful for all. Don't just sell the tech. Tell the story. Build the community. Champion the human spirit.
