A Brief Coffee With...

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 Observer02:00 – Bringing a 234-year-old newspaper into the digital age04:00 – From journalism student to startup employee to The Observer newsroom07:30 – Why startup environments create better media professionals08:30 – How social media surfaces stories traditional newsrooms might miss09:30 – The Steven Bartlett debate and how Cathy ended up in The Observer11:00 – How journalists use LinkedIn, Instagram, and TikTok to find sources12:20 – Finding overlooked voices through social media13:30 – Why your online presence matters more than ever15:30 – The role of personal branding in earning media opportunities16:00 – Can journalists spot AI-generated content?17:30 – Why authenticity is becoming more valuable in the AI era19:20 – Posting less, but posting better19:50 – How stories are pitched and developed inside The Observer newsroom20:30 – From Dua Lipa's wedding to spotting wider cultural trends22:00 – Turning social media conversations into published features23:30 – Why social media now sits at the center of the newsroom24:00 – Quick-fire round: DMs, exclusives and founder interviews25:00 – The best time to pitch Caitlin25:30 – Why PR professionals should stop "spray and pray" outreach26:30 – Breaking major exclusives and the power of social distribution28:00 – What Caitlin is watching next at The Observer29:00 – 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.
Key moments
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 Bloomberg01:00 – How Bloomberg’s newsroom operates and the role of the technology team03:20 – Moving from reporter to editor and staying connected to startup stories05:20 – What Bloomberg is covering right now: AI, defense, venture capital and the Middle East08:20 – Why most startups are too small for Bloomberg (and what to do instead)09:20 – How founders can earn Bloomberg coverage through trends and expertise11:00 – Newsletters as an overlooked route into Bloomberg12:20 – Bloomberg TV and becoming a trusted expert voice13:20 – Understanding Bloomberg’s terminal audience and why it matters16:30 – Why some Bloomberg stories never appear online18:10 – Building relationships with Bloomberg journalists19:50 – Quick fire round: pitches, exclusives and founder interviews21:10 – The one thing PR professionals should never do: lie to journalists24:20 – Tech bro culture, LinkedIn controversy and building long-term credibility26:30 – 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 Now02:15 – Why Martin launched a publication focused on pre-seed startups03:10 – How the startup funding landscape has changed in recent years04:30 – From ElevenLabs to hidden gems: spotting startups early05:40 – How PreSeed Now has helped founders attract investors06:20 – Why deep tech founders struggle with storytelling07:00 – The importance of leading with impact, not complexity08:10 – Martin’s journalism journey: TNW, Tech Nation & startup comms09:30 – Journalism vs communications: can the two coexist?10:45 – Why Martin moved from Substack to Beehiiv11:40 – The rise of creator-led media in tech journalism12:20 – How Martin handles startup pitches today13:50 – Why email still beats LinkedIn DMs15:00 – Tips for first-time founders doing media interviews16:40 – The “duty of care” Martin feels towards early-stage startups17:20 – Why founders shouldn’t obsess over early valuations18:50 – Quick fire: pitching, press releases & PR mistakes21:50 – 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.
Key moments
00:00 – Meet Freya Pratty, Associate Editor at Sifted02:00 – Freya’s new role and evolving UK coverage03:00 – What startup stories are standing out right now05:00 – Why hardware and AI companies are spreading beyond London07:00 – The best way to pitch Freya and Sifted08:30 – AI-generated comments, press releases, and “slop”10:30 – The psychology of AI-generated writing11:00 – Inside Freya’s “tech bro culture” article and the backlash13:00 – Why criticism and accountability matter in tech media16:00 – Tech media’s role beyond startup amplification19:00 – What Freya wants to hear from founders right now20:00 – The “middle generation” of startups navigating the AI boom21:00 – Is climate tech disappearing or just being rebranded?23:00 – Quick fire: pitches, PR mistakes, and founder storytelling25:00 – Why Sifted doesn’t cover product launches27:00 – 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 moments00:00 – Meet Tasmin Lockwood (freelance journalist)01:30 – Life on the road and recent work at CNBC03:00 – What she learned from covering global markets04:30 – Transitioning back to freelancing05:30 – What stories she’s looking for now06:30 – Balancing meaningful work vs paid work07:30 – Expanding into editorial strategy & consulting08:30 – The shift in tech media (Business Insider & beyond)10:30 – Why climate coverage is declining12:00 – Launching the Verdant newsletter13:30 – The role of independent media & Substack15:00 – Climate, energy, and global instability17:00 – Why human impact stories matter most18:30 – Quick fire: pitching, formats & timing20:30 – What PRs should stop doing21:30 – What founders get wrong in interviews23:00 – AI-generated content & “slop” in journalism24:30 – 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 moments00:00 – Meet David Savage (Tech Talks)02:00 – The origin story of Tech Talks04:00 – What makes a great podcast guest05:30 – Why over-preparation can hurt interviews07:00 – Creating natural, conversational interviews08:30 – From podcast to documentary filmmaking10:30 – Standing out in a crowded content landscape14:00 – How to pitch podcast guests effectively16:00 – Quick fire: pitching, formats & timing18:30 – What PRs should stop doing19:30 – Why guests need to share content21:30 – Repurposing content across platforms23:30 – How to contact David
If you're looking for support with your communications, get in touch at cewcomms.com.

In episode two of A Brief Coffee With…, Cathy White sits down with Jane Wakefield, former BBC tech journalist and now freelance writer and podcaster, to explore what’s shaping today’s tech media landscape.
From the relentless pace of AI to the rise of sophisticated online scams, Jane shares what’s capturing her attention—and why human storytelling still matters more than ever. She also reflects on her shift from newsroom journalism to podcasting, and what founders and comms teams need to know to stand out.
Key moments00:00 – Meet Jane Wakefield (former BBC, freelance journalist & podcaster)01:10 – What’s on Jane’s radar: AI and scam stories02:30 – From BBC to freelance: career journey and shift in focus04:30 – Podcasting vs writing: how her work has evolved06:00 – What makes a great podcast guest07:30 – Why human stories and anecdotes cut through10:30 – How founders can find and tell their story13:00 – The role of vulnerability and relatability in storytelling15:00 – What makes a strong media pitch16:30 – Why simple, searchable emails work best18:00 – Quick fire: pitching, press releases & timing20:00 – What PRs should stop doing21:30 – Advice for founders speaking to journalists23:00 – How to contact Jane
If you're looking for support with your communications, get in touch at cewcomms.com.

In episode one of A Brief Coffee With…, Cathy White sits down with Cate Lawrence, Senior Journalist at Tech.eu, to unpack what really makes a story stand out in today’s fast-moving media landscape.
From AI saturation to health tech, sustainability, and Europe’s push for tech independence, Cate shares what’s catching her attention—and what founders and PRs need to know to cut through.
Key moments00:00 – Meet Cate Lawrence (Tech.eu)01:20 – Choosing events & avoiding burnout03:15 – What stories are getting attention now04:45 – What makes a strong founder story06:20 – The rise of younger founders06:45 – Beyond AI: health, materials & impact tech09:00 – Hype cycles & Europe’s tech momentum12:20 – Quick fire: how to pitch journalists13:40 – What PRs should stop doing14:40 – What founders get wrong16:30 – Why every pitch needs a clear “why”17:10 – How to contact Cate
 
If you're looking for support with your communications, get in touch at cewcomms.com.