For example, if your story was about corruption at city hall, you would put "Councilman Square is embezzling thousands of dollars by falsifying records to use in his campaign reelection bid." In that sentence Councilman Square is the WHO. "embezzling thousands of dollars" is WHAT the councilman is doing. "falsifying records" is the HOW and "to use in his campaign reelection bid" is the WHY. Note, you don't have to have a "how" AND a "why" in your sentence, one or the other is fine. The "who" can be a person or organization/entity. If this sentence is not written properly, your pitch will be rejected automatically!