Proof-of-PR

Kelley Weaver, CEO of Melrose PR and Founder of Bitwire

Welcome to Proof-of-PR: Your passport to the world of public relations for teams building onchain. I'm your host, Kelley Weaver, CEO of Melrose PR, a leading provider of crypto communications and PR strategy, and Founder of Bitwire, the modern newswire reimagined for today's comms professionals. Get ready for an inside look into the future of finance, technology, and entrepreneurship from those driving innovation in the crypto space. Join us as we learn how they generate headlines, cut through the noise and grow their brand awareness through media placements, press mentions and thought leadership. These are the stories behind their success. This --- is Proof-of-PR.

  1. 1d ago

    Season 4 Episode 07: Building a Compelling Web3 Brand (ft. Eve Smith Davies)

    On this episode of Proof-of-PR, Kelley Weaver is joined by Eve Smith Davies. She decodes complex tech and builds magnetic brands. As co-founder and Brand Director of UME—a design studio for frontier innovation—she's spent 20 years working at the intersection of technology, sustainability, and systems change across countries, sectors, and challenges. Her specialty is taking complex innovations and making them impossible to ignore. She's partnered with tech leaders and rising stars alike—from Aztec and Mina to NIKE, Hilton, Ocean Conservancy, and Whole Foods Market—to clarify their vision, position their value, and scale their impact across climate tech, tough tech, web3, and AI. A former branding and marketing instructor at Parsons and guest speaker at Columbia and Wharton business schools, she brings strategic rigor, fresh curiosity, and a systems lens to every challenge. Her work has been recognized in Forbes and It's Nice That. 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 1:25 | Who is Eve Smith Davies? 4:00 | How to build a compelling brand 8:48 | Mina story 14:11 | What metrics to measure in Web3 17:23 | How is Web3 brand building different from traditional companies? 21:23 | Research is important in brand building 25:18 | BITWIRE AD 26:33 | When Crypto marketing goes wrong 29:04 | Impact of AI on brands 32:42 | Importance of organization structure 36:35 | Power of brand & thought leadership for Founders 37:56 | Advice to Founders building a brand from scratch 42:30 | Get in touch with Eve & UME 43:13 | Outro ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 🔗 Eve Smith Davies Links: X:  LinkedIn: https://www.linkedin.com/in/eve-smith-davies-ume/ LinkedIn: https://www.linkedin.com/company/umexdesign/    🔗 Melrose & PoPR Links: Website: https://www.melrosepr.com YouTube: https://www.youtube.com/@proof-of-pr  X: https://x.com/ProofOfPR X: https://x.com/MelrosePR  LinkedIn: https://www.linkedin.com/company/melrose-public-relations ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 📢 Disclaimer: The content presented on the podcast Proof-of-PR is intended for informational and entertainment purposes only. It does not constitute legal, financial, or any other type of professional advice. The host(s) and guest(s) are sharing their own opinions and experiences. You should always consult with a qualified professional for advice relevant to your specific circumstances. Melrose PR and Proof-of-PR is not responsible for any actions taken based on the information provided in this podcast.

    44 min

  2. May 19

    Season 4 Episode 6: Recreating the Marketing Stack with AI (ft. Evan Drake)

    On this episode of Proof-of-PR, Kelley Weaver is joined by ​​Evan Drake, the founder of Soulcraft, an agentic marketing agency helping businesses of all sizes speak from their soul in the AI era. Evan has spent 20 years shaping brand narratives at companies like Apple and Chainlink. Soulcraft specializes in the new discipline of AI search optimization, and at the core of everything is something Evan calls a soul.md, a structured identity file that teaches AI agents to sound like you. He is also the creator of Opensoul as an 'agency of agents,' built entirely around intelligent automation. 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 1:32 | Who is Evan Drake? 4:07 | Recreating the Marketing stack 6:15 | Soul markdown standard 8:15 | Autonomous Agency of AI Agents 13:15 | Opensoul replaces cost of marketing hires 16:44 | Downtime of Claude AI & problem for businesses 19:20 | AI search optimization 22:14 | BITWIRE AD 26:15 | Placing brands into "high intent" AI conversation 28:05 | AI advertising with LLMs 32:01 | AI conversations on Twitter 33:24 | Will companies begin to pivot their marketing strategies? 41:04 | How should crypto brands think about AI and marketing? 42:54 | How to keep up with Evan Drake 44:50 | Outro ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 🔗 Evan Drake Links: X: https://x.com/iamevandrake?s=20 LinkedIn: https://www.linkedin.com/in/iamevandrake/   🔗 Melrose & PoPR Links: Website: https://www.melrosepr.com YouTube: https://www.youtube.com/@proof-of-pr  X: https://x.com/ProofOfPR X: https://x.com/MelrosePR  LinkedIn: https://www.linkedin.com/company/melrose-public-relations ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 📢 Disclaimer: The content presented on the podcast Proof-of-PR is intended for informational and entertainment purposes only. It does not constitute legal, financial, or any other type of professional advice. The host(s) and guest(s) are sharing their own opinions and experiences. You should always consult with a qualified professional for advice relevant to your specific circumstances. Melrose PR and Proof-of-PR is not responsible for any actions taken based on the information provided in this podcast.

    45 min

  3. May 5

    Season 4 Episode 5: The Self-appointed CMO of Bitcoin (ft. Mike Germano)

    On this episode of Proof-of-PR, Kelley Weaver is joined by ​​Mike Germano, the self appointed "Chief Marketing Officer of Bitcoin" and founder of the Bitcoin Marketing Department, focused on pushing Bitcoin into the mainstream while helping global brands connect with and market to the Bitcoin community. He is the former President of PubKey and Bitcoin Magazine, and previously served as Chief Digital Officer at Vice Media. At Bitcoin Magazine, Germano led a full scale revival of the brand, relaunching the print magazine, building its live broadcast division, and creating flagship productions including the Live Desk and Halving Live Stream. He expanded the publication into four languages and helped transform it into the leading global Bitcoin media platform. 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 1:36 | Who is Mike Germano? 7:57 | Involvement in Vice and Bitcoin Magazine 10:38 | Putting together the Bitcoin Conference 22:02 | Are top marketing leaders paying attention to Bitcoin? 24:45 | Self-appointed CMO of Bitcoin 34:01 | BITWIRE AD 37:43 | Bitcoin is the #1 open source brand of all time 43:20 | What's next for Mike Germano & the Bitcoin Conference? 46:08 | Contact Mike Germano 46:38 | Outro ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 🔗 Mike Germano Links: X: https://x.com/mikegermano  LinkedIn: https://www.linkedin.com/in/mikegermano/    🔗 Melrose & PoPR Links: Website: https://www.melrosepr.com YouTube: https://www.youtube.com/@proof-of-pr  X: https://x.com/ProofOfPR X: https://x.com/MelrosePR  LinkedIn: https://www.linkedin.com/company/melrose-public-relations ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 📢 Disclaimer: The content presented on the podcast Proof-of-PR is intended for informational and entertainment purposes only. It does not constitute legal, financial, or any other type of professional advice. The host(s) and guest(s) are sharing their own opinions and experiences. You should always consult with a qualified professional for advice relevant to your specific circumstances. Melrose PR and Proof-of-PR is not responsible for any actions taken based on the information provided in this podcast.

    47 min

  4. Apr 21

    Season 4 Episode 4: Marketing Web3 to Institutions (ft. Ivie Satijn)

    On this episode of Proof-of-PR, Kelley Weaver is joined by ​​Ivie Satijn, Founder of Somma, a marketing agency that helps build the bridge between Web3 companies and institutional decision makers. Their specialized services include strategy consulting, social media & community management, branding and web design. 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 1:37 | Who is Ivie Satijn? 3:16 | What attracted you to Bitcoin & Blockchain? 4:38 | Regular Web3 Marketing Won't Work 6:05 | Crypto twitter for reaching an institutional audience 8:42 | LinkedIn strategies that work 13:26 | Thought leadership for Clients 14:02 | LinkedIn newsletters & other tools 15:37 | Photo posts perform best 18:06 | Scheduling posts on LinkedIn 18:31 | BITWIRE AD 20:32 | Shifting how people think 28:10 | Earned media strategies targeting institutions 31:54 | Institutional Ethereum dinner at ETHDenver 34:41 | Mistakes tokenization companies make 36:42 | Does mainstream momentum for RWAs make marketing easier? 40:28 | Outro ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬●  🔗 Ivie Satijn Links: Website: https://www.sommamarketing.com/ X: https://x.com/IvieSatijn  LinkedIn: https://www.linkedin.com/company/sommamarketing/  LinkedIn: https://www.linkedin.com/in/iviesatijn/    🔗 Melrose & PoPR Links: Website: https://www.melrosepr.com YouTube: https://www.youtube.com/@proof-of-pr  X: https://x.com/ProofOfPR X: https://x.com/MelrosePR  LinkedIn: https://www.linkedin.com/company/melrose-public-relations ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 📢 Disclaimer: The content presented on the podcast Proof-of-PR is intended for informational and entertainment purposes only. It does not constitute legal, financial, or any other type of professional advice. The host(s) and guest(s) are sharing their own opinions and experiences. You should always consult with a qualified professional for advice relevant to your specific circumstances. Melrose PR and Proof-of-PR is not responsible for any actions taken based on the information provided in this podcast.

    41 min

  5. Apr 7

    Season 4 Episode 3: Bringing Bitcoin to the Masses (ft. T.J. Miller)

    On this episode of Proof-of-PR, Kelley Weaver is joined by Actor & Comedian ​​T.J. Miller 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 3:30 | How T.J. Miller got into Bitcoin 9:38 | How do we make Bitcoin more fun & mainstream? 13:50 | Bitcoin Heist movie idea 15:51 | BITWIRE AD 17:07 | Bitcoin is still EARLY 24:52 | How to better educate people on Bitcoin 32:13 | Roasting the Crypto community 37:11 | T.J.'s theory on institutional adoption of Crypto 38:43 | How to make Bitcoin more approachable 40:23 | How did T.J.'s wife get orange pilled? 47:15 | Most successful ways to teach people about Bitcoin 48:44 | Bringing comedy culture to Bitcoin 54:10 | Outro ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 🔗 T.J. Miller Links: Website: https://tjmillerdoesnothaveawebsite.com/ X: https://x.com/nottjmiller YouTube: https://www.youtube.com/channel/UCNNlu-V3izIs8sMRqHdebLQ  Instagram: https://www.instagram.com/teenagemillionaire/    🔗 Melrose & PoPR Links: Website: https://www.melrosepr.com YouTube: https://www.youtube.com/@proof-of-pr  X: https://x.com/ProofOfPR X: https://x.com/MelrosePR  LinkedIn: https://www.linkedin.com/company/melrose-public-relations ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 📢 Disclaimer: The content presented on the podcast Proof-of-PR is intended for informational and entertainment purposes only. It does not constitute legal, financial, or any other type of professional advice. The host(s) and guest(s) are sharing their own opinions and experiences. You should always consult with a qualified professional for advice relevant to your specific circumstances. Melrose PR and Proof-of-PR is not responsible for any actions taken based on the information provided in this podcast.

    57 min
  6. Season 4 Episode 2: Creating Impactful Communication Strategies (ft. Kristyna Mazankova)

    Mar 24

    Season 4 Episode 2: Creating Impactful Communication Strategies (ft. Kristyna Mazankova)

    On this episode of Proof-of-PR, Kelley Weaver is joined by ​​Kristyna Mazankova, a seasoned PR and communications consultant with over a decade of expertise in crafting and executing impactful communication strategies. She is the former Head of PR for BTC Inc, where she led communication efforts for the largest and most influential media platform in the bitcoin space.  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 1:40 | Who is Kristyna Mazankova? 4:30 | How much has PR shifted the narrative of Bitcoin? 6:29 | Coordinating press for the Bitcoin Conference 10:42 | Challenges of Trump at Bitcoin 2025 conference 17:36 | Why Bitcoin comms strategies can be difficult 22:09 | 1st Bitcoin Major at a University 25:29 | BITWIRE AD 27:08 | PR strategy for BTC Inc 29:02 | Building real relationships with reporters 31:29 | Biggest PR mistake that founders make 35:25 | Why AI will NOT replace human PR professionals 38:30 | How to start a career in Bitcoin PR 41:51 | Don't be scared to share your story 44:51 | What to expect at Bitcoin 2026 34:25 | Outro ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬●   🔗 Kristyna Mazankova Links: X: https://x.com/MaKristyn  LinkedIn: https://www.linkedin.com/in/kristynamazankova/    🔗 Melrose & PoPR Links: Website: https://www.melrosepr.com YouTube: https://www.youtube.com/@proof-of-pr  X: https://x.com/ProofOfPR X: https://x.com/MelrosePR  LinkedIn: https://www.linkedin.com/company/melrose-public-relations ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 📢 Disclaimer: The content presented on the podcast Proof-of-PR is intended for informational and entertainment purposes only. It does not constitute legal, financial, or any other type of professional advice. The host(s) and guest(s) are sharing their own opinions and experiences. You should always consult with a qualified professional for advice relevant to your specific circumstances. Melrose PR and Proof-of-PR is not responsible for any actions taken based on the information provided in this podcast.

    48 min
  7. Season 4 Episode 1: Cutting Through the Crypto Noise (ft. Amanda Whitcroft)

    Mar 24

    Season 4 Episode 1: Cutting Through the Crypto Noise (ft. Amanda Whitcroft)

    On this episode of Proof-of-PR, Kelley Weaver is joined by Amanda Whitcroft, the founder of Whitcroft PR, a communications agency specializing in crypto, blockchain, and emerging tech. She helps companies and investors cut through industry noise with strategic comms focused on credibility and clarity. Amanda also hosts "Get to the Point," a podcast featuring conversations with leaders across crypto, fintech, and policy, guided by the principle that "everyone is talking, but few people are actually saying something". To stay up-to-date on upcoming guests and news by following us on Twitter at @ProofOfPR. #WhitcroftPR #ProofofPR #Podcast ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● ⏰ Timestamps: 0:00 | Intro 1:25 | Who is Amanda Whitcroft? 2:46 | Building credible narratives 3:44 | How the creator economy is reshaping communications 4:56 | Deciding company voice 5:50 | Client onboarding process 8:12 | "Get to the Point" Podcast 10:06 | Teach thought leadership to technical founders 13:56 | Why founders should use Substack 15:00 | Are LLMs reading what you publish online? 16:11 | BITWIRE AD 18:04 | Tips for founders before hiring a PR firm 21:26 | Which platforms to use for thought leadership 23:09 | Client transformation story 24:44 | Perfecting the elevator pitch 27:17 | Importance of repetition 28:36 | How to balance sudden life events with work 31:31 | Future of Crypto PR over next 5 years 34:25 | Outro ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 🔗 Amanda Whitcroft & Whitcroft PR Links: Website: https://www.whitcroftpr.com/ X: https://x.com/amandawhitcroft  LinkedIn: https://www.linkedin.com/company/whitcroftpr/  LinkedIn: https://www.linkedin.com/in/amanda-whitcroft-324879164/  Podcast: https://www.linkedin.com/company/gttp-podcast/    🔗 Melrose & PoPR Links: Website: https://www.melrosepr.com YouTube: https://www.youtube.com/@proof-of-pr  X: https://x.com/ProofOfPR X: https://x.com/MelrosePR  LinkedIn: https://www.linkedin.com/company/melrose-public-relations ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 📢 Disclaimer: The content presented on the podcast Proof-of-PR is intended for informational and entertainment purposes only. It does not constitute legal, financial, or any other type of professional advice. The host(s) and guest(s) are sharing their own opinions and experiences. You should always consult with a qualified professional for advice relevant to your specific circumstances. Melrose PR and Proof-of-PR is not responsible for any actions taken based on the information provided in this podcast.

    35 min

  8. 10/23/2025

    Season 3 Episode 10: Advice & Insights from Podcasting in Web3 (ft. Dylan Grabowski)

    On this episode of Proof-of-PR, Dylan Grabowski joins host Kelley Weaver to discuss his story and insights as Editor of Neo News Today and Host of the Smart Economy podcast. Dylan Grabowski covers various topics such as how podcasts are working with PR companies, why developers are choosing the Neo ecosystem, his biggest takeaways from the recent Token2049 event in Singapore, finding work in Web3 and much more! Stay up-to-date on upcoming guests and news by following us on Twitter at @ProofOfPR.  #ProofofPR #Podcast #Crypto ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● Timestamps:  0:00 | Intro 1:10 | Who is Dylan Grabowski? 8:40 | What is Neo News Today? 11:52 | Token 2049 Takeaways 14:51 | Smart Economy Podcast 18:22 | How podcasts enjoy working with PR companies 26:01 | BITWIRE AD SEGMENT 27:37 | Neo Ecosystem in 2025 32:36 | What do developers choose Neo? 38:06 | Advice for people curious about working in Crypto ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 🔗 Dylan Grabowski: Website: https://www.smarteconomypodcast.com/  X: https://x.com/smarteconomypod  LinkedIn: https://www.linkedin.com/in/dylangrabowski  LinkedIn: https://www.linkedin.com/company/smart-economy-podcast  🔗 Melrose & PoPR Links: Website: https://www.melrosepr.com  YouTube: https://www.youtube.com/@proof-of-pr   X: https://x.com/ProofOfPR  X: https://x.com/MelrosePR    LinkedIn: https://www.linkedin.com/company/melrose-public-relations   ●▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬▬● 📢 Disclaimer: The content presented on the podcast Proof-of-PR is intended for informational and entertainment purposes only. It does not constitute legal, financial, or any other type of professional advice. The host(s) and guest(s) are sharing their own opinions and experiences. You should always consult with a qualified professional for advice relevant to your specific circumstances. Melrose PR and Proof-of-PR is not responsible for any actions taken based on the information provided in this podcast.

    47 min
See All (100)

4.8
out of 5
22 Ratings

About

Welcome to Proof-of-PR: Your passport to the world of public relations for teams building onchain. I'm your host, Kelley Weaver, CEO of Melrose PR, a leading provider of crypto communications and PR strategy, and Founder of Bitwire, the modern newswire reimagined for today's comms professionals. Get ready for an inside look into the future of finance, technology, and entrepreneurship from those driving innovation in the crypto space. Join us as we learn how they generate headlines, cut through the noise and grow their brand awareness through media placements, press mentions and thought leadership. These are the stories behind their success. This --- is Proof-of-PR.

Information

  • Creator
    Kelley Weaver, CEO of Melrose PR and Founder of Bitwire
  • Years Active
    2018 - 2026
  • Episodes
    100
  • Rating
    Explicit
  • Copyright
    © Proof-of-PR 2026
  • Show Website
    Proof-of-PR