Why It Matters
Effective PR is crucial for crypto firms seeking credibility and growth amid a crowded media environment. Understanding how to translate technical stories into compelling narratives and leverage regional and niche channels can dramatically expand a project's reach and investor confidence.
Key Takeaways
- •Crypto PR thrives on regional media and niche outlets.
- •AI helps PR firms streamline media relations, not replace storytelling.
- •Stablecoin narratives shift from USD dominance to local currency projects.
- •Translating content for global markets boosts coverage in Asia, Africa.
- •Podcasts now essential channel alongside traditional financial press.
Pulse Analysis
Yap Global, a crypto‑focused PR consultancy founded in 2017, has expanded from a London‑based startup to offices in Singapore, New York and Dubai. Otto Jacobsson explains that while traditional financial press like Bloomberg still covers digital assets, the real growth comes from regional outlets across Europe, Asia and Latin America. This geographic diversification creates more entry points for stablecoin and fintech stories, and AI tools are being used to automate routine tasks, allowing the team to concentrate on building genuine media relationships and crafting compelling narratives.
The conversation shifts to the evolving storylines that attract coverage. USD‑backed stablecoins remain dominant, but investors are increasingly curious about local‑currency projects—Brazilian real, African shilling, Euro‑linked tokens—opening fresh angles for journalists. Tokenization of real‑world assets and on‑chain foreign‑exchange (FX) trading are highlighted as next‑generation narratives, promising massive cost savings for institutions moving billions across borders. Jacobsson stresses that PR must translate complex technical concepts into business‑focused language, emphasizing revenue potential and compliance benefits to resonate with both developers and commercial audiences.
Competitive advantage, according to Jacobsson, lies in global organization and cultural fluency. By maintaining local desks, Yap Global can tailor pitches, translate materials into Spanish, Chinese or Arabic, and respect regional euphemisms that AI alone might miss. The rise of podcasts and niche newsletters provides additional, highly targeted distribution channels alongside legacy outlets. At events like ECC, the firm leverages its worldwide network to secure coverage that spans from mainstream finance journalists to specialized crypto creators, offering new entrants a roadmap: define a clear story, choose the right regional media, and embrace both traditional and emerging platforms for maximum impact.
Episode Description
Join host Stephen Sargeant live from EthCC in Cannes for a special episode of the Around The Coin podcast featuring Otto Jacobson, CEO of YAP Global. Otto shares his journey from investment banking and CFO to leading one of the top PR firms in crypto, blockchain, fintech, and AI. Together, they discuss the evolving media landscape in Web3, the rise of niche content creators, and how crypto companies can effectively communicate their stories in an increasingly crowded market.
The conversation also explores major industry trends including stablecoins, tokenization, FX trading on-chain, institutional adoption, and why traditional finance giants are moving deeper into blockchain infrastructure. Recorded live at EthCC, this episode is packed with insights for founders, investors, marketers, and anyone interested in the future of crypto and fintech.
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