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.

In this episode of A Brief Coffee With…, Cathy White sits down with Charlotte Jee, News Editor at MIT Technology Review, to explore how one of the world's most respected technology publications approaches emerging technology, innovation, and the future of AI.

From autonomous drones and world models to the realities of AI adoption and the growing influence of deep tech startups, Charlotte shares what is catching her attention right now, how MIT Technology Review decides which technologies matter, and why founders often approach the media before they're truly ready.

The conversation also dives into AI-generated content, authentic storytelling, the importance of proving that technology works in the real world, and the challenges women face in AI.

Along the way, Charlotte offers practical advice for founders and communications professionals looking to earn meaningful coverage in an increasingly noisy technology landscape.

00:00 – Meet Charlotte Jee, News Editor at MIT Technology Review

02:15 – How MIT Technology Review works and its relationship with MIT

04:20 – Why AI still dominates the technology agenda

05:15 – The technologies MIT Technology Review is watching closely

06:00 – AI, robotics, defense technology, and autonomous systems

06:45 – AI infrastructure, chip supply chains, and the next wave of innovation

07:20 – Has the AI hype cycle peaked?

08:00 – The real cost of AI and who gets access to the best tools

08:45 – What makes a startup interesting to MIT Technology Review?

09:20 – Why many founders start PR too early

10:15 – The rise of AI-generated pitches and comments

11:05 – Why journalists can usually spot AI-written content

12:00 – The "AI witch hunt" and what authentic communication looks like

13:00 – Human storytelling versus AI-generated content

13:20 – Women, power, and inequality in the age of AI

14:45 – Deepfakes, bias, and the societal impact of emerging technology

15:20 – Is AI really replacing jobs?

16:00 – The best way to pitch MIT Technology Review

17:15 – Quick fire round

18:30 – Why PR professionals should think carefully before posting

19:00 – The one thing founders should do more often when speaking to journalists

19:30 – Charlotte's "secret word" for podcast listeners

20:00 – How to connect with Charlotte and the MIT Technology Review team

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

In this episode of A Brief Coffee With…, Cathy sits down with Shona Ghosh, Senior Editor at Bloomberg, to explore how one of the world’s most influential financial news organisations approaches technology reporting.

From Bloomberg’s unique terminal-first newsroom culture to the challenges of covering startups in an era dominated by AI, defense tech, and billion-dollar funding rounds, Shona shares what catches her attention, how founders can earn coverage beyond fundraising announcements, and why trust matters more than ever in media relationships.

The conversation also dives into Bloomberg’s growing focus on trends, newsletters, and expert commentary, alongside practical advice for founders and communications professionals hoping to build meaningful relationships with journalists.

Key moments

00:00 – Meet Shona Ghosh, Senior Editor at Bloomberg 01:00 – How Bloomberg’s newsroom operates and the role of the technology team 03:20 – Moving from reporter to editor and staying connected to startup stories 05:20 – What Bloomberg is covering right now: AI, defense, venture capital and the Middle East 08:20 – Why most startups are too small for Bloomberg (and what to do instead) 09:20 – How founders can earn Bloomberg coverage through trends and expertise 11:00 – Newsletters as an overlooked route into Bloomberg 12:20 – Bloomberg TV and becoming a trusted expert voice 13:20 – Understanding Bloomberg’s terminal audience and why it matters 16:30 – Why some Bloomberg stories never appear online 18:10 – Building relationships with Bloomberg journalists 19:50 – Quick fire round: pitches, exclusives and founder interviews 21:10 – The one thing PR professionals should never do: lie to journalists 24:20 – Tech bro culture, LinkedIn controversy and building long-term credibility 26:30 – How to contact Shona and the Bloomberg team

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