Eve Upton-Clark

I mostly don't do profiles or cover specific campaigns. I don't want a story to read like a press release and so pitching an angle that relates to a broader cultural trend or wider socio-political context that can beef out an initial pitch is the sweet spot. It has to be interesting and relevant to an audience wider than the brand's consumers. But a lot of it is simply receiving the right pitch at the right time.

I'm always keen for relatable stories, the sort that coworkers might discuss around the water cooler. Any gripes with office culture or trends that offer broader insight into workplace culture and the ways we work.

Often the subject line will determine if an email gets opened or is deleted. In other words, it's important. I prefer a subject line that gets straight to the point and leads with the most important information first. If it's a story idea, an expert voice, a data point, tell me off the bat. Don't waste that precious word count on fluff.

Anything too vague or, on the other hand, anything too specific or in the weeds that won't have broad appeal to a Fast Company audience.

I prioritize data and expert sources over brand stories or profile pitches. If something isn't clearly relevant now, or potentially useful later, and the pitch is long or rambling, I often don't have time to read it in full. If the first few sentences don't grab me, I'll usually delete it to keep my sanity.

I'll revisit a pitch if it includes relevant data points or an expert source I can reference for future articles, something that offers value and can apply to a range of stories, not just a single angle.

For US based publications I will prioritise US data but also global data can be useful if it speaks to a global shift or trend. I also write for UK publications and so am always open to receiving UK specific data for those.

I appreciate when PRs are familiar with the areas I cover and send tailored pitches with a clear story angle, rather than broad topics. I also value PRs who respond quickly when I'm working on a timely story and understand that I often don't know when something will be published. Instead of chasing me for updates, it's helpful when they set their own alerts rather than cluttering up my inbox.