We just scored USA Today by playing the gender game. See the article here. When I was a child I remember a playground gender game incident. Just for time reference, Jimmy Carter was up for election. The boy in my class – I don’t even remember his name, maybe Timothy – said girls couldn’t do the same as him and he didn’t care what Jimmy Carter said. Obviously, with a statement like that, his parents might have been arguing about Carter the night before. I think we were in 3rd grade and it was the day after a national debate among presidential candidates. At the time, I didn’t really know who Jimmy Carter was but at recess I was going to give that boy a piece of my mind. I could do the same as boys. In fact, to prove I was as strong as Timothy, I would show him with the cartwheel I had been practicing… or the kickball home run I could score… or … well that was really all we did at recess: gymnastics (because Berandine Clark was so good at that) and kickball (because Dennis Miller was so good at that).Well, my cartwheel flopped and my kickball kick missed. **Shutup Timothy!** But the burn inside me that I could do anything a man could do carried on well through my college and career days. Truth be told, I think that burn still exists today. I say that because I’m currently working on my Spartan Trifecta (extreme obstacle races & mud runs) to prove it. In fact, I just completed the Virginia Spartan Super last weekend. It’s touted as one of the most brutal races ever by the Navy Seal next to me at the shower area after the race. I’m not the only woman who burns with the gender wars flame in her heart. Many men and women have lots of opinions about what men need and women should do. So, why not use this type of emotional burn for your media angle when you’re pitching contacts to score editorial earned mentions about you, your expertise, your book, organization or services? My business partner, Drew Gerber and I discussed with The Women’s Financial Alliance founders Sandy Franks and Pamela Yellen how genders view money, retirement and investments differently. Shockingly, many money experts told them there ‘should’ be no difference, but alas (feeling my gender war burn) there is and that is a key indication of a good pitch for media discussion. Listen to what burns. Media contacts are constantly searching for public conversations that spark an interest. Especially in today’s digital world, it’s important to pick topics that cause debate, stir emotion and yes, have 3rd grade girls try to impress little boys at recess. Wasabi Publicity did just that and scored USA Today not once, but twice. That article syndicated to other venues, like CNBC. So, what topic can you choose today that will put a burn in people’s heart and move them to action? Try it out at a cocktail party and if it incites lively conversation, pitch it on Monday to your favorite top-tier media!