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

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 worksComms as infrastructure, not a luxuryHow AI is reshaping discoveryWhy storytelling is a competitive advantageHow founders can build distributionTimestamps: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