S5 Ep2: Policy Matters with Eve Novakovic, Google DeepMind

Welcome to Without Borders, the podcast from Tyto. As the only PR and communications agency built to scale high-growth technology companies faster across Europe, we know that communicating effectively in this region is rarely as simple as it seems. Every market has its own dynamics, expectations and cultural nuances, and even the biggest, most established global brands can find Europe a challenging place to build visibility and sustain momentum at scale. 

This podcast explores those challenges and offers practical insight for ambitious PR and comms teams. Across our different series, we look at what it really takes to drive an effective PR programme across Europe - from the lessons founders learn as they enter markets, to the way journalists and influencers shape the narrative, to the policy shifts that influence how technology is understood and regulated. 

Our latest series, Policy Matters, examines the evolving relationship between policy, media and communications. It’s designed to give PR leaders a clearer view of how these forces interact, how political conversations take shape, and how organisations can engage thoughtfully and credibly in a landscape where the pace is accelerating and the stakes are rising. 

In this episode, we’re joined by Eve Novakovic, Executive and Policy Communications, Senior Manager at the AI research lab, Google DeepMind.  

Prior to her current role, Eve led corporate and policy communications at Vodafone, with a particular focus on building relationships with journalists in Brussels and across the European Union.  

Eve discusses how technology firms can use communications to build trust and engage effectively in policy debates across rapidly evolving regulatory environments. She emphasises the growing importance of transparency, authenticity, and clear storytelling in shaping how innovation is understood by policymakers and the public.  

She also reflects on the value of close alignment between comms and policy teams, the need to deploy the right spokespeople at key moments, and how digital channels and influencers are increasingly central to earning credibility and gaining influence. 

For more episodes of Without Borders, visit our YouTube channel, and don’t forget to subscribe on your preferred podcast platform to stay up to date.