Bitcoin treasury strategies need a communications plan

A major turning point for Bitcoin (BTC) came in early 2024, when the U.S. Securities and Exchange Commission approved a series of spot Bitcoin exchange-traded funds. This regulatory milestone did more than move markets; it legitimized Bitcoin in the eyes of traditional finance and unlocked the door for institutional participation and corporate treasury adoption.

Most discussions around corporate Bitcoin adoption focus on custody, capital strategy, and regulatory risk. But one critical factor is often overlooked: a communications strategy. When a corporation adds Bitcoin to its balance sheet, it’s not just making a financial move; it’s making a statement. It signals how the company thinks about risk, innovation, and the future. Get the story wrong, and you risk confusing your stakeholders. Get it right, and you unlock trust, capital, and long-term strategic positioning.

Five communications tactics for a successful Bitcoin treasury strategy

So what should companies actually do when it comes to messaging their Bitcoin strategy? Here are five essential communications tactics every company should consider to frame the narrative, align stakeholders, and build lasting trust.

1. Tell the story with data and purpose

Stakeholders will always ask, “Why?” Your answer needs to be grounded in logic, not hype. This is where data-driven storytelling comes in. Use press releases, investor letters, and blog posts to explain how your Bitcoin strategy fits into the bigger picture, whether it’s about inflation hedging, capital efficiency, or balance sheet diversification.

In May 2024, Semler Scientific announced a $40 million Bitcoin allocation, becoming one of the first U.S. publicly traded companies to adopt Bitcoin as its primary treasury reserve asset. The company emphasized Bitcoin’s finite supply and scarcity as drivers of its decision, and following the announcement, its share price surged by over 25%. Circle followed a similar playbook, tying its reserves strategy to macroeconomic trends like inflation and de-dollarization, and presenting Bitcoin as a tool for financial resilience.

2. Control the timing, channels, and first impressions

Timing is leverage. How and when you share your Bitcoin strategy shapes how it lands. A messy rollout invited confusion. A coordinated one builds confidence. Use executive commentary, social media, and targeted media briefings to control the messaging from day one.

A strong example of this is Metaplanet, a Tokyo-listed company that paired its Bitcoin pivot with consistent filings, CEO messaging, and well-timed disclosures.  The result? A 345% increase in its stock price in 2025. That’s the power of leading the narrative.

3. Align internal stakeholders first

Even the best external messaging can fall apart if your internal teams aren’t on the same page. Before going public, align your board, employees, legal, and finance teams. Use internal memos, FAQs, and town halls to create internal buy-in. Metaplanet’s communications success didn’t happen by accident. It started with early board consensus and full internal transparency, setting the stage for external credibility.

4. Maintain market trust through transparency

A flashy announcement grabs attention, but ongoing transparency builds trust. Investors and regulators want to know how you’re managing the asset, just like any other treasury component. Provide updates through earnings reports, regulatory filings, and public dashboards. Block, Inc. did this well. It didn’t just announce Bitcoin holdings, it backed them up with a whitepaper and continued reporting. That level of openness signals seriousness and maturity.

5. Lead with an executive voice

Bet on the jockey, not the horse. The strongest communicator isn’t the brand; it’s the leadership behind it. In moments of strategic risk, markets look to the CEO for conviction. Executive communications, interviews, op-eds, keynote speeches, and social media are tools of influence. The executive voice puts a face and philosophy to the strategy. It’s a question investors often ask: Do you back the entrepreneur or the idea? Most bet on the jockey because markets know ideas can pivot, but strong leadership is what turns strategy into execution.

Michael Saylor, Executive Chairman of MicroStrategy, called Bitcoin  “digital property,” a simple, powerful analogy that repositioned his company and attracted a new class of investor. His conviction became the company’s credibility. But belief alone wasn’t enough. He had to navigate institutional scepticism, reassure institutional partners, and win shareholder support. That required more than strategy; it demanded deliberate, consistent communication and direct messaging. Today, he stands as one of the most prominent thought leaders in the industry, with a relentless presence across both traditional and social platforms.

Communication is a capital asset

In today’s world of high inflation and uncertainty, smart companies are rethinking how to preserve value — and for some, that means putting Bitcoin on the balance sheet. But that step alone isn’t enough.

In this space, the story you tell can move markets. Communication isn’t a support function; it’s a strategic asset. The leaders in this next wave of Bitcoin adoption won’t just be early allocators. They’ll be the ones who own their message. MicroStrategy, Block, Inc., and Semler Scientific didn’t just buy Bitcoin. They shaped the narrative. They controlled the story, and in doing so, positioned their move as a signal of vision, resilience, and long-term conviction.