At PAN, we regularly connect with journalists to better understand what makes a story stand out — and what gets ignored. These conversations help PR teams sharpen their pitching strategy and better align with the reporters covering their industries.
For this edition of PAN Press Pass, we spoke with Emma Burleigh, a reporter at Fortune covering success, careers, and the evolving workplace.
Burleigh’s reporting focuses on the intersection of jobs, wealth, and the modern worker — from career advice and generational trends to how technology like AI is reshaping the labor market. We asked about the stories she’s prioritizing right now, what makes a pitch compelling, and the metrics she always expects to see.
Here’s what she shared.
Related Read >> PAN Press Pass: A Conversation with Isaac Sacolick
How Emma Burleigh’s Coverage Is Evolving
Q: How has your coverage evolved recently?
My beat has shifted a bit recently. I used to write a lot about CEOs and leadership; probably 80 percent to 90 percent of my sources were executives. Now it’s closer to half and half.
We’re telling more stories about the average worker. That could be someone earlier in their career, someone who made an interesting career pivot, or someone with an unusual background.
That said, CEOs aren’t off the table. I’m just pickier with them now since I’m doing fewer of those interviews. The key is finding the real hook. Almost any entrepreneur or company could potentially work — but you have to find the most interesting angle tied to their success.
The Workplace Topics Fortune Is Prioritizing
Q: What topics are most relevant to your reporting right now?
A lot of my reporting focuses on jobs and labor. I’m always interested in things like:
- The hottest jobs right now
- The skills employers are actually looking for
- How people break into certain industries
- Interview strategies or questions leaders use
- Opportunities in blue-collar and trade work
Healthcare is a good example. It’s an industry that’s really booming and often considered somewhat “AI-proof,” so stories about how people get into that field are especially interesting.
I also write about wealth and personal finance, including topics like:
- How different generations are spending or saving money
- What wealthy people are buying or valuing right now
- Whether people are struggling to afford basics like groceries
- How people should be thinking about retirement or 401(k)s
Generational stories do really well. Anything tied to Gen Z, millennials, Gen X, or baby boomers tends to resonate with readers.
How AI Is Changing Workplace Coverage
Q: AI has dominated the news cycle for years. Are you still covering it?
I’m still very interested in AI, but really only in terms of how it affects jobs.
Is it helping workers? Is it replacing them? Is it changing how people do their work?
The biggest thing I want is hard data. A lot of people pitch vague commentary from executives about how AI will “optimize work.” That doesn’t really tell me anything.
I want real numbers or research that shows what’s actually happening.
What Makes a Compelling Source
Q: What makes a compelling source for your stories?
Some of the most interesting stories come from employees with unique backgrounds or career paths. I’m often looking for people who took an unconventional route into their role or industry.
Those kinds of profiles work well because they connect two sides of the story: the worker’s experience and the bigger question of what employers value in hiring.
For companies, that could mean highlighting employees who came from a different industry, had an unusual career journey, or represent a broader hiring initiative.
Those perspectives help illustrate the types of skills employers are prioritizing today and how people are finding their way into those roles.
What Every PR Pitch Should Include
Q: What should PR professionals always include in a pitch?
Metrics. Always metrics.
I’m always looking for success indicators—things like sales numbers, revenue, valuation, or other financial markers.
It’s surprising how many pitches come in without any numbers at all. Even if the idea sounds interesting, if there’s no information about how successful the company actually is, I’m much less likely to follow up.
Those details should just be standard in a pitch.
One Thing PR Pros Should Avoid
Q: What’s one thing PR professionals should avoid?
Don’t call my personal phone if you find it online.
Email is the best way to reach me. And if I haven’t responded yet, it’s usually because I’m sorting through a lot of pitches.
Key Takeaway for PR Teams
For reporters like Emma Burleigh, a compelling pitch starts with a strong story angle and credible data.
Journalists covering the future of work are increasingly interested in stories grounded in real worker experiences, supported by clear metrics that demonstrate impact. When pitching reporters in this space, lead with the numbers—and the human perspective behind them.
