Summary

Samantha Yap, founder of Yap Global, walks through how she built one of the first crypto-native PR agencies and what good communications actually looks like in this industry. She explains why storytelling and trust are the real currency in a skeptical, noisy crypto environment, and how to translate complex, technical ideas into narratives that feel human and relatable. Samantha digs into the craft of asking sharp questions, shaping narratives, and using PR to educate rather than just hype.

She also breaks down the relationship between PR, media, and influencers, why journalistic integrity matters, and how to manage client expectations when you can never guarantee coverage. Using the Bybit hack as a case study, she shows what effective crisis communication looks like, when teams should bring in a PR agency, and why PR works best as a long-term, relationship-driven game rather than a quick fix, and other interesting takes on crypto marketing public relations with Peter Abilla.

Takeaways

— Samantha Yap shares her journey building Yap Global as a crypto-native PR agency.

— Yap Global focuses on storytelling as the primary way to build trust in a skeptical crypto market.

— Trust is fragile in crypto, so clear, honest communication is a competitive advantage.

— Storytelling helps technical founders translate complex concepts into something real for normal people.

— Asking the right questions is how you uncover the human story behind a protocol or product.

— Narratives sit above individual announcements and shape how a project is perceived over time.

— PR can significantly influence whether a crypto project is understood, trusted, or ignored.

— Effective communication is key to educating audiences on why a technology matters.

— Cutting through the noise in crypto requires a strategic, consistent PR approach.

— Strong PR work depends on building deep, long-term relationships with clients.

— PR and influencer strategies can complement each other when they share the same narrative and guardrails.

— Respect for journalistic integrity and ethics is central to sustainable media relationships.

— PR agencies should operate as an extension of the internal comms or marketing team, not a bolt-on.

— Relationships with journalists are built over years, not through one-off pitches.

— Client expectations need to be managed around what PR can and cannot control.

— Timing is critical when bringing in a PR agency, especially around launches or crises.

— A strong marketing or communications manager helps teams get maximum value from an agency.

— PR is a long game that compounds through consistency, credibility, and relationships.

— The Bybit hack response shows how thoughtful crisis PR can protect reputation in difficult moments.

Chapters

00:00 The Journey of Yap Global

00:03:03 Building Trust in the Crypto Space

00:05:49 Crafting Relatable Stories from Technical Concepts

00:09:02 The Art of Asking the Right Questions

00:12:01 Understanding Narratives and Their Impact

00:14:46 The Importance of PR in Shaping Perceptions

00:18:04 Navigating the Noise in Crypto Communications

00:30:43 Crafting Compelling News Stories

00:31:09 Influencer Collaboration and PR Strategies

00:35:29 Understanding the PR Process

00:41:26 Managing Client E

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