In this episode of A Brief Coffee With…, Cathy sits down with Caitlin Macdonald, Social Media Editor at The Observer, to explore how one of Britain's most historic newspaper brands is reinventing itself for a digital-first future.

From helping to transform a 234-year-old publication for audiences on Instagram, TikTok, and YouTube to finding stories in LinkedIn comments and social media conversations, the two discuss how modern journalism is evolving — and why founders, experts, and communications professionals should pay closer attention to their online presence.

The conversation covers the role social media now plays inside newsrooms, how journalists discover sources, why authenticity is becoming more valuable in an AI-driven world, and how a single comment or post can lead to media opportunities.

Plus, Caitlin shares practical advice for founders and PR professionals looking to earn coverage, build relationships with journalists, and stand out in an increasingly crowded information landscape.

Key Moments

00:00 – Meet Caitlin Macdonald, Social Media Editor at The Observer 02:00 – Bringing a 234-year-old newspaper into the digital age 04:00 – From journalism student to startup employee to The Observer newsroom 07:30 – Why startup environments create better media professionals 08:30 – How social media surfaces stories traditional newsrooms might miss 09:30 – The Steven Bartlett debate and how Cathy ended up in The Observer 11:00 – How journalists use LinkedIn, Instagram, and TikTok to find sources 12:20 – Finding overlooked voices through social media 13:30 – Why your online presence matters more than ever 15:30 – The role of personal branding in earning media opportunities 16:00 – Can journalists spot AI-generated content? 17:30 – Why authenticity is becoming more valuable in the AI era 19:20 – Posting less, but posting better 19:50 – How stories are pitched and developed inside The Observer newsroom 20:30 – From Dua Lipa's wedding to spotting wider cultural trends 22:00 – Turning social media conversations into published features 23:30 – Why social media now sits at the center of the newsroom 24:00 – Quick-fire round: DMs, exclusives and founder interviews 25:00 – The best time to pitch Caitlin 25:30 – Why PR professionals should stop "spray and pray" outreach 26:30 – Breaking major exclusives and the power of social distribution 28:00 – What Caitlin is watching next at The Observer 29:00 – How to get in touch with Caitlin and the social team

If you're looking for support with your communications, from PR and media relations to content and thought leadership, get in touch at CEW Communications via cewcomms.com.