Founder-Led Marketing, Crypto PR, and Media Strategy: Samantha Yap

Building Web3

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.
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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.
Chapters
00:00 Introduction to Samantha Yap and Yap Global
02:30 The Importance of Founder-Led Communication
06:13 How Yap Global Helps Founders Articulate Their Vision
08:56 Building Messaging for Crypto Media vs. Mainstream Media
09:18 Differentiating Personal and Organizational Marketing
11:36 On-Screen Presentation Tips for Founders
15:13 Improving Body Language and Communication Tone
18:43 Tracking Trends: AI vs. DeFi in 2025
21:24 Why PR Builds Credibility in Crypto
24:26 The Value of Earned Media vs. Paid Media
27:48 How Media Relations Build Trust
29:07 How to Connect with Samantha Yap
Key Topics Covered in the Episode:
Samantha’s background: From journalism to running a global PR powerhouse
The creation and mission of Yap Global (Your Angle Presented Globally)
Why founder-led marketing is a game-changer for Web3 projects
How to build trust and credibility with earned media
The difference between earned media and paid media—and why it matters
The importance of brand positioning workshops for startups and protocols
How crypto founders can step out from behind their screens to lead their narratives
Media trends: The rise of AI narratives versus DeFi in 2025
How to develop a founder’s personal brand to inspire trust and authority
Tips for presenting yourself professionally on-screen during interviews
Why narratives and media strategies are essential in crowded markets
Insights 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.
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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/