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.

In this episode of A Brief Coffee With…, Cathy sits down with Thomas Ohr, founder of EU-Startups, to discuss the evolution of startup media, the realities of running an independent publication, and what founders need to understand if they want to earn meaningful coverage.

Thomas shares the story behind building EU-Startups from a hobby blog into one of Europe’s leading startup publications, reflects on the company’s recent acquisition, and explains why storytelling, not product features, is often the difference between getting noticed and getting ignored.

From AI-generated pitches to startup events, media relationships, and the future of European tech journalism, this episode is packed with practical advice for founders, PR professionals, and anyone trying to stand out in a crowded market.

Key moments

00:00 – Meet Thomas Ohr, founder of EU-Startups

02:00 – Reflecting on the EU-Startups Summit in Malta

03:00 – Building EU-Startups from a hobby project to a leading publication

06:00 – The acquisition of EU-Startups and what changes next

07:20 – The changing startup media landscape in the age of AI

08:15 – What EU-Startups looks for in startup stories

09:15 – Why founders need better narratives, not more features

11:00 – How to get a journalist’s attention

12:20 – Why AI-written pitches are hurting founders

14:15 – The role of thought leadership and opinion pieces

15:00 – What makes a great podcast guest

16:30 – Quick fire: pitching journalists, exclusives and press releases

18:00 – What founders consistently get wrong with media

19:15 – New projects, African Startups and the Me Out Summit

21:00 – How to pitch EU-Startups and connect with the team

If you’re looking for support with your communications, get in touch at cewcomms.com.

In this episode of A Brief Coffee With…, Cathy sits down with Martin Bryant, founder of PreSeed Now, to unpack what really makes an early-stage startup stand out — and why storytelling can be just as important as the technology itself.

From deep tech communication challenges to the realities of modern startup media, Martin shares what he’s learned from covering hundreds of pre-seed companies across the UK startup ecosystem. The conversation also explores how founders can improve their narrative, why investors sometimes struggle to understand technical businesses, and what PRs should stop doing when pitching journalists.

Key moments

00:00 – Meet Martin Bryant & the story behind PreSeed Now 02:15 – Why Martin launched a publication focused on pre-seed startups 03:10 – How the startup funding landscape has changed in recent years 04:30 – From ElevenLabs to hidden gems: spotting startups early 05:40 – How PreSeed Now has helped founders attract investors 06:20 – Why deep tech founders struggle with storytelling 07:00 – The importance of leading with impact, not complexity 08:10 – Martin’s journalism journey: TNW, Tech Nation & startup comms 09:30 – Journalism vs communications: can the two coexist? 10:45 – Why Martin moved from Substack to Beehiiv 11:40 – The rise of creator-led media in tech journalism 12:20 – How Martin handles startup pitches today 13:50 – Why email still beats LinkedIn DMs 15:00 – Tips for first-time founders doing media interviews 16:40 – The “duty of care” Martin feels towards early-stage startups 17:20 – Why founders shouldn’t obsess over early valuations 18:50 – Quick fire: pitching, press releases & PR mistakes 21:50 – Martin’s advice for every founder: build a “micro pitch” 22:40 – How to contact Martin & pitch PreSeed Now

If you're looking for support with your communications, get in touch at cewcomms.com.

In episode five of A Brief Coffee With…, Cathy sits down with Freya Pratty, Associate Editor at Sifted, to unpack what’s really happening inside Europe’s startup ecosystem right now — from AI hype cycles and robotics to media narratives, founder storytelling, and the return of “tech bro” culture.

Fresh from her promotion at Sifted, Freya shares what’s catching her attention across the UK startup landscape, why she’s increasingly interested in the “middle generation” of startups adapting to the AI era, and what founders still misunderstand about working with journalists.

The conversation also dives into the growing problem of AI-generated comments and press materials, how tech media should balance amplification with accountability, and why some of the most important conversations in tech are still the hardest to have.

00:00 – Meet Freya Pratty, Associate Editor at Sifted 02:00 – Freya’s new role and evolving UK coverage 03:00 – What startup stories are standing out right now 05:00 – Why hardware and AI companies are spreading beyond London 07:00 – The best way to pitch Freya and Sifted 08:30 – AI-generated comments, press releases, and “slop” 10:30 – The psychology of AI-generated writing 11:00 – Inside Freya’s “tech bro culture” article and the backlash 13:00 – Why criticism and accountability matter in tech media 16:00 – Tech media’s role beyond startup amplification 19:00 – What Freya wants to hear from founders right now 20:00 – The “middle generation” of startups navigating the AI boom 21:00 – Is climate tech disappearing or just being rebranded? 23:00 – Quick fire: pitches, PR mistakes, and founder storytelling 25:00 – Why Sifted doesn’t cover product launches 27:00 – Freya’s preferred ways to connect

If you’re looking for support with your communications, get in touch with CEW Communications at www.cewcomms.com

In episode four of A Brief Coffee With…, Cathy is joined by Tasmin Lockwood, a freelance journalist covering tech, climate, and impact across Europe.

From her time at CNBC to launching an independent newsletter, Tasmin shares how her perspective on journalism has evolved—and why human, impact-driven storytelling is more important than ever. They also explore the realities of freelancing, the decline of climate coverage, and how AI-generated commentary is changing the media landscape.

Key moments 00:00 – Meet Tasmin Lockwood (freelance journalist) 01:30 – Life on the road and recent work at CNBC 03:00 – What she learned from covering global markets 04:30 – Transitioning back to freelancing 05:30 – What stories she’s looking for now 06:30 – Balancing meaningful work vs paid work 07:30 – Expanding into editorial strategy & consulting 08:30 – The shift in tech media (Business Insider & beyond) 10:30 – Why climate coverage is declining 12:00 – Launching the Verdant newsletter 13:30 – The role of independent media & Substack 15:00 – Climate, energy, and global instability 17:00 – Why human impact stories matter most 18:30 – Quick fire: pitching, formats & timing 20:30 – What PRs should stop doing 21:30 – What founders get wrong in interviews 23:00 – AI-generated content & “slop” in journalism 24:30 – How to contact Tasmin

In episode three of A Brief Coffee With…, Cathy sits down with David Savage, host of Tech Talks, to explore what it really takes to create engaging conversations in podcasting.

From building one of the world’s most popular tech podcasts to producing documentary films, David shares how storytelling opens doors—and why the best interviews feel like conversations, not performances. They also dive into what makes a great guest, how to stand out when pitching, and how to make the most out of the content you create.

Key moments 00:00 – Meet David Savage (Tech Talks) 02:00 – The origin story of Tech Talks 04:00 – What makes a great podcast guest 05:30 – Why over-preparation can hurt interviews 07:00 – Creating natural, conversational interviews 08:30 – From podcast to documentary filmmaking 10:30 – Standing out in a crowded content landscape 14:00 – How to pitch podcast guests effectively 16:00 – Quick fire: pitching, formats & timing 18:30 – What PRs should stop doing 19:30 – Why guests need to share content 21:30 – Repurposing content across platforms 23:30 – How to contact David

If you're looking for support with your communications, get in touch at cewcomms.com.