Aren't PR experts hired precisely to get the coverage a founder can't land on their own? Otherwise, why hire PR at all, if not to turn their announcements into news?
The way I see it, the filter for what is or isn't news is the journalist. They're the one judging the pitch from the PR who framed the announcement into a story.
So filtering isn't what you hire a PR's expertise for in the first place, which means that hardest part is one you can just let go of.
one of the hardest parts of crypto pr is convincing a founder that their announcement isn't actually news