Emma Thumann, reporter at Campaign US, shares how she decides what’s worth covering and what makes a story worth coming back to. In this episode of Digital PR Explained, she walks through the pitch behind BBH’s “Happiness Days” initiative and why it stood out enough to turn into coverage not once, but twice, a year apart.
This conversation breaks down what actually gets a reporter’s attention, why some stories evolve into follow-ups, and how PRs can think beyond the first piece of coverage.
From understanding what makes something relevant to a journalist’s beat to the small details that make a story easier to write, Emma offers a practical look at how to work more effectively with reporters.
In this episode, we discuss:
- What made the original “Happiness Days” pitch stand out
- Why Emma flagged the story for a follow-up
- How Campaign approaches revisiting stories over time
- What makes a story worth covering twice
- Why pitching outside of a reporter’s beat is a common mistake
- How to follow up without being annoying
- Small ways to make a journalist’s job easier (and increase your chances of coverage)
- How Emma manages her inbox and why follow-ups are often necessary
About Emma Thumann
Emma Thumann is a reporter at Campaign US, where she covers the agency world, including industry initiatives, workplace culture, and the “Movers and Shakers” roundup.
Before joining Campaign, Emma reported on local government and breaking news, with bylines including CBC, and has received multiple awards for her reporting.
Links mentioned:
Campaign US
https://www.campaignlive.com/us
BBH “Happiness Days” coverage (2025)
https://www.campaignlive.com/article/bbh-usa-gifts-employees-extra-pto-during-unhappiest-times-year/1904464
BBH “Happiness Days” follow-up (2026)
https://www.campaignlive.com/article/bbh-offers-employees-additional-pto-ad-industry-cuts-back-employee-benefits/1946792
Emma Thumann on LinkedIn
https://www.linkedin.com/in/emma-thumann/