Tristra Newyear Yeager

Chief Strategy Officer

As CSO, Tristra guides PR strategic planning and idea generation, bringing big-picture thinking and industry insights to the conversation. Tristra has been a creative force at Rock Paper Scissors for decades, crafting PR strategy for clients at every stage of the business cycle and in many music innovation niches, from B2B back-end services to DTC music-making gear. With over 20 years of writing, editing, and research experience plus a PhD to her name, she’s known for synthesizing copious amounts of knowledge at the speed of light. Tristra’s work is driven by a love of music that stems from her days as a record store employee, continuing through her career as a singer and performing arts pro, and into her life as a publicist.

Outside of RPS, she is a published novelist and historian, as well as a practicing multimedia artist and friendly troublemaker.