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Many press releases from non-profits are often generic and fail to engage journalists, who act as gatekeepers to information. To improve the effectiveness of announcements, organizations should reverse-engineer their messaging by considering how to make their news irresistible to journalists and their audiences. Instead of focusing solely on the organization's own interests, non-profits should strive to create a win-win situation, framing their initiatives in ways that resonate with journalists and provide value to their readership. This approach increases the likelihood of coverage and engagement.