“Crypto is not just one thing anymore. You can’t just say ‘we cover crypto.’ You have to be a little more specific than that,” said YAP Global CFO Otto Jacobsson at the Binance Blockchain Week in Dubai earlier this month.
AltCoinDesk spoke with Jacobsson about one of the most overlooked yet critical facets of the burgeoning crypto industry – media and storytelling. In this exclusive chat, Jacobsson shared his thoughts on the evolution of crypto journalism and the challenges it faces in the age of AI.
He emphasized that it is critical for crypto media entities and journalists to find a niche. The crypto industry in 2025 is too big to just cover as a monolith. It has several verticals, such as ecosystem developments, regulations, macroeconomics, DeFi, NFTs, and more.
Jacobsson noted that it’s about time that crypto projects started adding some real utility to their coins and tokens and made it a part of their communication strategy. “You have to have a clear message that cuts through the noise,” he said.
One of the most important insights offered by Jacobsson was related to the state of crypto journalism and PR in the age of AI. He said that with the rise of AI, media coverage for YAP Global’s clients now has an additional audience to cater to – large language models.
Finally, Jacobsson concluded the interview with a few tips for individuals who aspire to make a career in the crypto PR space. He advised people to develop a niche interest in the industry.
While it may seem that only smart contract developers with deep knowledge of Solidity or Rust have a chance of creating a rewarding career in the cryptocurrency industry, that’s far from the truth.
The $3 trillion industry has a need for people from many other domains, such as human resources, data analysts, social media analysts, content writers, marketing, and others. It’s all about what aligns with your interest.
