New PR Rules for Web3 with Samantha Yap

Web3 and crypto leaders face two major public relations challenges in their role. First, the decentralized nature of web3 protocols means there’s a global community and governance layer to communicate with. Second, crypto founders are often required to educate the public about blockchain technology while simultaneously battling its stigma. That’s a tough ask for anybody, so I think the traditional PR and marketing rule book has to be relooked at and tailored for web3. Here is a guide from lessons learnt from experience helping founders tell their stories across the bull and bear markets of crypto. In my talk I will cover the following: * The difference between marketing, PR and community building * The importance of crypto Twitter * The Web3 media landscape and its gatekeepers - journalists * The importance of knowing your audience and tailoring your message to them Samantha Yap Founder & CEO YAP Global Samantha Yap is the Founder and CEO of YAP Global. She’s a pioneer in the crypto PR field and a key crypto “translator”. As a journalist and producer by trade, she has built YAP Global to be the link between complex cryptocurrency technology and mainstream press. YAP Global was born out of her passion for storytelling and mission to deepen the public’s understanding of crypto & blockchain. Since establishing YAP Global in 2018, Samantha has grown the team across continents and launched YAP Cast (podcast) and The Context (a newsletter). Samantha is also passionate about onboarding non-technical Web2 talent into the Web3 space, and was part of the core team which launched YAP DAO the first PR services DAO aimed at connecting crypto, projects with communications and marketing professionals. She is invested and excited in the evolution of this space and spends her time dedicated to educating those that are at the beginning of their crypto journey. Prior to delving into PR, she worked as a broadcast journalist and producer for Channel NewsAsia Singapore. Samantha also gained extensive international journalism experience in Melbourne, Jakarta, Hong Kong and Kuala Lumpur. https://twitter.com/samanthawyap