Meet the Yappers: Farhan Musa, Account Executive

Find out more about the day in the life of an Account Executive at YAP Global! From keeping updated on regulatory concerns to connecting with journalists, Farhan is passionate about improving security and sustainability for the industry.  More here, in our third #MeetTheYappers blog post.

What does a day in the life of an Account EXEcutive at YAP Global look like?

The life of an Account Executive here at YAP Global is one that is filled with surprises. As YAP Global deals exclusively with Decentralised Finance (DeFi) and blockchain projects, the nature of my work is dynamic and fast-paced. 

My day typically opens up with media monitoring where I go through news articles and twitter threads understanding the conversations surrounding crypto which never sleeps. I will then flag out any relevant news to my clients and work together with them to see how they can contribute their own expert insights. For the rest of my day, I am usually working on developing new story pitches or building up my media relations.

What is your favourite part of being a part of this industry/ROLE?

What I enjoy most about this industry is that it is dynamic and that the industry’s potential is limitless. From regulatory concerns to new projects being rolled out every day, there is always something new to learn.
Furthermore, I have always been fascinated with the use-cases of blockchain technology, and truly believe it can revolutionise the way society does things. Being a PR Account Executive in such an environment means that I must always be alert to any movements within the industry especially when it comes to crisis.

YAP Global has been operating through remote working since before the pandemic and the team is spread globally. How do you manage your daily schedule to communicate with the team and clients?

Remote working brings along a new set of challenges that I have not previously encountered. One tip I have when it comes to working with a global team is to over communicate.

Always ensure that instructions and tasks are handed over to your international counterparts before logging off at the end of the day. Using applications like Slack and Trello has also proved to be useful in ensuring that the work is on track and communicated effectively to the other team members.

What personal qualities would you say are important to be a good fit for the YAP family?

Some personal qualities that I found to be important would be curiosity and accountability. Being curious is an important quality to have given that we are working with some of the best blockchain and crypto projects and having that hunger to learn would help you acclimatise a lot quicker to the industry. As the team is spread globally with clients from different timezones as well, it is important to be accountable so that we can ensure quality work at any given time.

What do you love about working in PR and communications, especially in such a fast-paced, constantly evolving industry?

What I love most about working in PR and communications especially in DeFi is that the work is always exciting. I am constantly finding new ways to help my clients and help build their media presence in a way that is sustainable and impactful. 

PR is essential in building a company’s brand and being able to play a part in that brand building process is what I love most. PR is also about weaving a compelling story that matters and I am glad to have the opportunity to work with some of the most brilliant minds in the industry and be able to share their stories with the rest of the world.

How do you keep your pulse on what’s going on in the blockchain/crypto space given it moves at a lightning speed?

Always read the news every morning but more importantly, create a Twitter and Discord account and observe those spaces. There are always interesting threads on Twitter and groups on Discord where you can learn different things!

Any tips for those looking to work in PR and communications for emerging tech projects?

One tip I have is to have a little patience. When it comes to emerging tech projects, sometimes they do not get the limelight they deserve and it might get frustrating for someone who is working in PR and communications. But with time and effort, your efforts would definitely shine through for your clients. More importantly, as a PR professional, you must be able to adapt quickly and present your clients’ projects in a manner that is easily understood and accessible by the masses.
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