[mkmk]

Usually works like this:

"I did something, and it would be valuable to me if people knew about it (or –less frequently– it would be valuable to the world if people knew about it)."

"Let me see who I can spam about this."

"Oh look. Here are 100 people that have written something about health. Let me send them a pitch that makes this seem mysterious and newsworthy"

Overworked reporter: "Oh man. I need to get a story in or my editor will yell at me. I wonder what I should write about?"

Etc.