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.