
EUVC E715 | Cathy White, CEW Communications on Why Comms is now infrastructure in European tech
Mar 27, 2026
44:20
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
