In this episode of A Brief Coffee With, Cathy White sits down with veteran technology and business journalist Nick Huber to explore what more than 25 years in journalism has taught him about media, storytelling, and why so many companies still get communications wrong.

Having written for the Financial Times, The Guardian, the BBC, and The Telegraph, including many trade titles, Nick shares a unique perspective from both sides of the fence, combining his work as a freelance journalist with advising technology companies on content, thought leadership, and media strategy.

The conversation explores why founders should stop talking about their products and start becoming trusted industry experts, why strong opinions and clear storytelling matter more than ever, and whether every business really needs a "Chief Storyteller".

00:00 – Meet Nick Huber, veteran technology and business journalist

01:15 – From aspiring TV journalist to covering technology for more than 25 years

04:30 – Writing for the Financial Times and why AI dominates today's newsroom

07:20 – How technology journalism has evolved from niche to mainstream

10:00 – Why journalists increasingly work alongside companies as communications consultants

13:00 – The biggest mistake companies make: writing for themselves, not their audience

16:00 – Why founders should position themselves as industry experts, not just company spokespeople

17:20 – How to explain complex technology so journalists actually understand it

18:50 – What makes a founder memorable? Simplicity, enthusiasm, and strong opinions

21:00 – Why authentic expertise stands out in an AI-generated content world

22:00 – The surprisingly common mistake startups make that stops journalists getting in touch

26:00 – Does every business really need a Chief Storyteller?

30:00 – Why companies struggle to produce genuinely great content

33:00 – What's catching Nick's attention in technology right now

35:20 – Quick fire

41:15 – How to get in touch with Nick

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