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

E715 | Cathy White, CEW Communications on European Tech’s Next Advantage

EUVC