EUVC podcast

E715 | Cathy White, CEW Communications on Why Comms is now infrastructure in European tech

27.3.2026
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Comms isn’t PR anymore. It’s becoming infrastructure and most founders haven’t caught up.

In this episode, Cathy White (Founder, CEW Communications) joins our co-founder David Cruz e Silva to break down how the media landscape is changing—and what founders are still getting wrong.

From the collapse of traditional gatekeepers to the rise of creators, newsletters, and AI-driven discovery, credibility today is no longer built through one big headline. It’s earned through consistent visibility, clear storytelling, and strong founder presence.

They also unpack a key gap in European tech: we’re great at building, but often poor at explaining.


Key topics:

  • Why the “one big media hit” no longer works
  • Comms as infrastructure, not a luxury
  • How AI is reshaping discovery
  • Why storytelling is a competitive advantage
  • How founders can build distribution

Timestamps:

  • 00:00 – Intro & why comms = infrastructure
  • 03:00 – Why most AI storytelling is boring
  • 07:00 – The end of media gatekeepers
  • 09:00 – The myth of the “one big hit”
  • 10:00 – Substack vs traditional media
  • 12:00 – Europe vs US media dynamics
  • 16:00 – How journalists actually work today
  • 21:00 – How founders should build visibility
  • 26:00 – Is media biased? (spicy take)
  • 32:00 – AI, search & your company narrative
  • 39:00 – What founders get wrong about comms
  • 42:00 – Final takeaways: Europe’s storytelling gap

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