We Tell Stories, Build Trust.
The Story Behind YAP Global
Yes, Yap is really her last name it means "leaf" in Chinese.
As a former journalist, Samantha noticed founders in crypto struggled to explain their work, while journalists lacked the background to cover it. She saw an opportunity to bridge this gap with clear, credible communication starting by asking: What is money, and why do people trust its value? This curiosity grew into a philosophy by helping people understand how value is created, we can show why these technologies matter.
That’s how YAP Global was born: a PR agency focused on making complex ideas simple and human. What began as a one-woman operation is now a global team spanning the UK, US, UAE, Singapore, and South Africa, with women making up two-thirds of the workforce.
The Story Of
How We Got Here.
01
Strategic Communications
We strive for excellence in everything we do at YAP Global, and that begins with strategy. Our deep expertise in digital assets and financial innovation enables the development of communications initiatives that are proactive, nuanced, tailored, and commercially aligned.
With dedicated hubs across New York, London, Singapore, and Dubai, we deliver localised expertise within a unified global strategy that reflects regional media landscapes, stakeholder expectations, and market dynamics.
Services Include:
- Global PR Strategy & Execution
- Earned Media Campaigns
- Media Relations (Mainstream, Financial, Tech, Crypto)
- Product & Partnership Announcements
- Narrative & Messaging Frameworks
- Share of Voice Strategy
- Media Monitoring & Reporting
- Media Positioning
- Competitive Market Analysis & Research
02
Executive & Leadership Profiling
Leadership credibility shapes how organisations are perceived, trusted, and valued in the market. At YAP Global, we refine executive narratives and build a disciplined, strategic media presence to elevate founders and senior leaders as influential voices within their industries.
Working closely with C-suite teams, we strengthen thought leadership and ensure executives are prepared to engage confidently across media platforms and industry forums.
Services Include:
- Executive Positioning & Profiling
- Thought Leadership Development
- Spokesperson Media Training
- Personal Brand Management
- LinkedIn & Social Media Strategy
03
Crisis & Reputation Management
We know that reputation takes years to build and can fall apart in minutes if not actively protected. When a client’s reputation is on the line during a crisis, YAP Global provides organisations with strategic guidance and execution support in a speedy and timely manner.
Working closely with leadership teams and key stakeholders across timezones, we specialising in shaping narratives responsibly and guiding engagement across media and industry environments to safeguard long-term trust.
Services Include:
- Real-time crisis response (24/7 Availability)
- Reputation Management & Recovery
- Reactive Media Handling
- Risk Mitigation Strategy
- Stakeholder Messaging
- Crisis Playbook Development
04
Conference Concierge
Conference stages are where reputations are amplified and market narratives are shaped. YAP Global positions clients strategically at influential industry events to maximise visibility and impact.
We equip executives with media training, presentation preparation, and speech development to command attention both onthe stage and on thethe networking floor. Through established relationships with leading event organisers, we secure speaking opportunities, coordinate media interviews, and provide comprehensive on-the-ground support.
Services Include:
- Pre-Event Media Outreach
- Discovery of Interview & Speaking Opportunities
- Interview Coordination
- Speaker & Stage Strategy
- Panel Preparation & Presentation Training
- On-the-Ground Media Support
- Sponsorship & Partner Liaison
- Awards Submissions & Strategy
- Speech Writing
05
Event Management
Events are complex undertakings where execution defines experience. YAP Global delivers comprehensive event management services designed to align brand experience with strategic business objectives. From creative direction to logistics coordination and on-site execution, we manage every detail to ensure events reflect brand integrity and drive meaningful engagement with key stakeholders.
Services Include:
- Event Conceptualisation & Planning
- Venue Sourcing & Booking
- Guest List Management & Invitations
- Event Branding & Creative Direction
- Décor, Catering & Logistics Coordination
- Event Promotion & Communications
- On-Site Execution & Management
06
Fundraising & Investor Communications
Capital milestones are inflection points that influence market credibility and investor trust. At YAP Global, we craft compelling investor narratives, coordinate disciplined media engagement, and manage announcement strategies that maximise visibility while maintaining strategic control. Each funding announcement is positioned to reinforce credibility, strengthen market standing, and support sustainable long-term growth.
Services Include:
- Funding Announcement Strategy (Seed to Series A–C+)
- Fundraise Narrative Development
- VC Media Coordination
- Embargo Strategy & Exclusive Placement
- Capital Raise Press Materials
07
Brand & Content Strategy
Clear brand positioning and disciplined media messaging determine how brands are understood and differentiated. At YAP Global, we establish strategic brand foundations through precise positioning, messaging, and content development. We help organisations articulate their value, clarify their differentiation, and communicate consistently across every touchpoint to support sustained market leadership.
Services Include:
- Brand Positioning & Strategy Development
- Rebranding & Brand Evolution
- Brand Narrative & Messaging
- Mission, Vision, Values Definition
- Website Content Development
- Blogs & Copywriting
- Content Review
- Social Media Strategy & Audits
