In this engaging episode of the Building Web3 podcast, we sit down with Samantha Yap, founder and CEO of Yap Global, a global PR agency specializing in crypto communication, Web3 media strategies, and helping blockchain projects amplify their stories. Samantha shares her fascinating journey from being a journalist to becoming a trusted partner for some of the biggest names in crypto, such as Coinbase, Arbitrum Foundation, ENS, and more.Work with us: https://buildingweb3media.com/Samantha dives into the unique challenges of communicating complex technologies to a global audience and how she helps crypto founders craft their narratives, connect with media outlets, and establish themselves as industry leaders. As she explains, crypto communication isn’t just about talking to the community—it’s about cutting through the noise to reach institutions, mainstream media, and the broader audience.Chapters00:00 Introduction to Samantha Yap and Yap Global02:30 The Importance of Founder-Led Communication06:13 How Yap Global Helps Founders Articulate Their Vision08:56 Building Messaging for Crypto Media vs. Mainstream Media09:18 Differentiating Personal and Organizational Marketing11:36 On-Screen Presentation Tips for Founders15:13 Improving Body Language and Communication Tone18:43 Tracking Trends: AI vs. DeFi in 202521:24 Why PR Builds Credibility in Crypto24:26 The Value of Earned Media vs. Paid Media27:48 How Media Relations Build Trust29:07 How to Connect with Samantha YapKey Topics Covered in the Episode:Samantha’s background: From journalism to running a global PR powerhouseThe creation and mission of Yap Global (Your Angle Presented Globally)Why founder-led marketing is a game-changer for Web3 projectsHow to build trust and credibility with earned mediaThe difference between earned media and paid media—and why it mattersThe importance of brand positioning workshops for startups and protocolsHow crypto founders can step out from behind their screens to lead their narrativesMedia trends: The rise of AI narratives versus DeFi in 2025How to develop a founder’s personal brand to inspire trust and authorityTips for presenting yourself professionally on-screen during interviewsWhy narratives and media strategies are essential in crowded marketsInsights for Founders and Aspiring Leaders:Samantha emphasizes the critical role of founder-led communication in an industry like crypto, where trust is paramount. She discusses how to effectively use storytelling, media training, and PR to position your project or protocol as a leader in the space. By leveraging tools like brand positioning workshops and media coaching, founders can better articulate their vision, connect with their audience, and stand out in the fast-moving Web3 ecosystem.Whether you're a startup founder, an aspiring Web3 leader, or someone curious about how media shapes the blockchain narrative, this episode offers invaluable insights into the art and science of communication in the crypto world.- -Disclaimer: Nothing said on Building Web3 is a recommendation to buy or sell securities or tokens. This podcast is for informational purposes only, and any views expressed by anyone on the show are solely our opinions, not financial advice. Jax, and our guests may hold positions in the companies, funds, or projects discussed.Need technical content? Book a free strategy session with our team at https://jaxdwyer.com/Need technical content? Book a free strategy session with our team at https://jaxdwyer.com/ 

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