In this episode of A Brief Coffee With…, Cathy is joined by Damisola Sulaiman, Fintech Reporter at Sifted, to explore what it's like joining one of Europe's busiest startup newsrooms—and what founders need to understand if they want their stories to stand out.

From covering Europe's biggest fintechs to tracking emerging trends in AI, digital assets, and financial services, Damisola shares what catches her attention, how she works through more than 200 pitches a day, and why context matters just as much as the product you're building.

00:00 – Meet Damisola Sulaiman, Fintech Reporter at Sifted

02:00 – From financial trade journalism to Europe's startup ecosystem

04:00 – Why fintech moves faster than traditional finance

05:20 – The stories shaping fintech today: neobanks, AI, digital assets, and insurtech

08:10 – Revolut, growth-stage fintechs, and spotting the next big trend

09:20 – Inside a fintech reporter's inbox: managing 200+ emails a day

11:50 – How to write a subject line that catches Damisola's attention

13:30 – Why founders should build relationships before they need coverage

14:10 – What makes a great founder interview

17:10 – Quick-fire round: exclusives, data vs narrative, experts vs founders, and press releases

19:30 – The biggest mistake PR professionals make when pitching Sifted

20:20 – Why founders need to place their company in a wider context

23:30 – AI in journalism: research assistant, not replacement

24:00 – The rise of AI-generated pitches and why they're easy to spot

26:00 – How journalists are using AI for sourcing and research

27:00 – Why media coverage increasingly influences AI discovery

28:50 – The best way to pitch Damisola and the Sifted newsroom

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