Samantha Yap is the Founder and CEO of YAP Global, an international public relations and communications consultancy that works meaningful companies and organisations in the cryptocurrency, decentralised finance (DeFi) and web3 sectors to build their brand through impactful storytelling.Under Samantha's leadership, YAP Global has expanded its presence across four major continents: the Americas, Europe, Africa, and Asia Pacific. YAP Global takes pride in working with reputable clients in the crypto industry such as Lido Finance, ENS Domains, Frax Finance, and Safe (Gnosis), Gitcoin among others.She is also the host of The Story of Money by YAP Cast a podcast on a mission to bridge the communication gap between emerging technology and the mainstream world. In ‘The Story of Money’ series Samantha speaks to guests about money's past and present in order to understand where it is heading with cryptocurrency and digital currencies. The series covers topics from the basics of ‘What is Money’ to ‘Financial Privacy’.Samantha and members of YAP Global, launched The Context, a weekly newsletter that offers a grounded perspective on the main crypto and web3 themes and headlines of the week. The newsletter is aimed at anyone looking to maintain keep up and maintain a bird's eye view of the crypto industry.Before delving into PR, she was a broadcast journalist and producer for Channel NewsAsia Singapore. Samantha's extensive international journalism experience in Melbourne, Jakarta, Hong Kong, and Kuala Lumpur has been instrumental in her success in public relations, helping her become a pioneering figure in the niche crypto PR field and a key "translator" of complex cryptocurrency technology for the mainstream press.Samantha does not regularly check her LinkedIn messages. She’s more reachable on Twitter: @samanthawyap.