Before joining Trust Wallet as head of communications, Dami led PR for Binance in Africa, as well as product comms for multiple Binance products, she also co-founded the Feminist Coalition, which was closely involved in the #EndSARS protest movement against police brutality in Nigeria.
Her background across media, crypto, activism, and advocacy shapes how she approaches communications today. For her, it’s a tool that helps people reduce uncertainty, coordinate, and decide who they can rely on.
Take activism and Web3. Both are tied to distributed communities where no central authority controls the narrative. According to Dami, even when decentralization is built into the technology, the human layer still determines whether people feel confident, aligned, and safe enough to participate.
“Communication is the infrastructure of trust,” she says.
That idea eventually became the center of our conversation. If Web3 messaging once sounded like a race for attention, it now looks more like a long-term craft of earning belief.
The role of PR and communications inside Web3
Dami defines communications as the discipline of shaping understanding at scale. In a crypto company, it sits close to the product, community, and culture because the underlying technology is often complex for those outside Web3-native circles.
A wallet, exchange, or protocol often asks people to rethink their views on storing value, moving money, managing assets, or taking responsibility for their own financial access. As Dami elaborates:
“You’re not just explaining what a product does, you’re helping users understand why it matters, how it fits into their lives, and whether they can trust it.”
In Web2, products are often relatively stable by the time PR gets involved. In crypto, they evolve in public: once features get updated or roadmaps shift, communities react immediately. Because of that, communication can’t function as an external layer that appears only for launches or company milestones. It has to keep up with what the team is building, how the product is changing, and how users interpret those changes in real time.
Coverage still matters, but it’s not the goal in itself. Per Dami, the value of pure visibility is limited, and “good PR in crypto is about building sustained credibility”: a philosophy strong enough to resonate with people, messaging that matches product reality, transparency that includes risks as well as opportunities, and engagement that continues beyond the announcement cycle.
The “visibility vs trust” dilemma
Once you look at communications through that lens, the difference between visibility and credibility becomes hard to ignore. Dami puts it simply: “Visibility is about being seen, getting attention. Trust is about being believed.”
PR can create visibility quickly. A strong announcement, a well-timed campaign, or a placement in a high-profile publication can bring attention almost immediately. But in crypto, attention can turn into scrutiny just as fast. If the product isn’t ready or the message overstates reality, visibility can expose weaknesses instead of supporting growth.
In the end, Dami recommends asking a simple question about any piece of coverage: does this make someone more likely to actually use the product? “If the answer is no, you’re in the business of ego, not communications,” she adds.
In practice, this shows up as a gap between activity and outcome. A company can appear visible by generating endless press releases without making the product clearer or the brand more reliable in the eyes of users.
That gap often materializes under pressure. Regulatory questions, security concerns, and market downturns are all part of the crypto environment. When they hit, companies that have communicated consistently have something to draw from. Those that bet on hype and visibility alone often find they have no real trust to fall back on.
The message is not the endpoint
Dami underlines that the crypto audience is active by default: users respond quickly, publicly, and with enough technical awareness to question what a company says.
“Communities don’t just consume messages. They challenge them, remix them, and sometimes reject them entirely.”
Because of that, communication in crypto behaves more like a live system than a finished statement. Dami observed this while doing PR for Binance across key African markets. The region can’t be treated as a single audience: it spans different economic realities, regulations, languages, and user behaviors. Without considering local nuance, a message that works in one context may fail in another.
Adoption, in that sense, can be misleading. In economically unstable regions like Africa, people turn to crypto out of necessity – for protection from inflation, cross-border payments, or access to “safe-haven” financial tools. But high usage alone doesn’t signal confidence. As Dami argues, it doesn’t automatically mean users feel protected, informed, or valued.
Trust here is reflected in whether users can access their funds, whether the product works under real constraints, whether support is available in the right language and time zone, and whether the company stays present beyond short-term growth cycles.
In other words, local credibility requires repeated proof that the company understands what people need from the product.
Trust building should be proactive
Credibility is earned through product language, user expectations, leadership presence, and the way a team handles uncertainty before it becomes a public problem.
Take roadmap communication. When crypto products grow, teams naturally want to show momentum. The risk is that ambition starts sounding like certainty. Dami’s rule is straightforward: “There should be a difference between sharing a direction and making a promise.”
That difference protects both the company and the user. Talking about what the team is exploring, testing, or working toward creates transparency. Presenting the same as a guaranteed outcome creates promises the company may not be able to fulfill. In an industry where users already carry financial and technical risk, mismanaged expectations damage credibility fast.
The same logic applies to dealing with crises and negative feedback. Dami believes that not every criticism requires a response, and that should be determined in advance. But when a response is needed, the priority is speed, accuracy, and accountability.
“You need to respond early enough to shape the narrative, ensure the information is correct, and take responsibility where it’s appropriate. Silence can be strategic, but in crypto, prolonged silence often creates more uncertainty.”
Leadership visibility is another part of the same system. As crypto companies scale, their products often gain recognition faster than the faces behind them. Still, Dami insists that users evaluate whether there are trustworthy people steering the company. A visible leader can humanize the product, anchor its narrative, and make the brand feel less faceless when credibility is being tested.
That doesn’t mean founder communication has to turn every executive into an influencer or require them to comment on everything. Visibility has to be intentional. The point is to show up consistently with clarity and substance.
Web3 communication is moving closer to product, policy, and community
As the crypto industry matures, the role of PR continues to expand.
“You have to explain, contextualize, and sometimes defend,” concludes Dami. “There’s also a greater emphasis on education, because many users are still navigating the space for the first time.”
She also highlights three qualities that will define the next generation of communications leaders:
- Judgment. Knowing when to speak, how to frame information, and how to respond under pressure without creating bigger risks.
- Cultural awareness. Following how narratives move across different markets and communities.
- Technical literacy. Not at the level of an engineer, but enough to understand the product deeply and be able to “simplify to the barest form” what tech teams always overcomplicate.
Dami’s advice ultimately brings the entire conversation back to a single point: “Treat trust as your primary intention, not attention.”
In Web3, users often trust a product with their money, their data, and their behavior. That’s what makes credibility the foundation of long-term growth.
