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Many non-profits often issue standard press releases focused solely on their initiatives. To enhance their impact, organizations should consider reverse engineering their announcements. This involves understanding that journalists act as gatekeepers who decide what is newsworthy for their audience. Non-profits should frame their messages in a way that makes them appealing for journalists to share, rather than solely highlighting their own interests. By adopting a win-win approach, where the needs of both the organization and the journalistic audience are addressed, non-profits can increase their chances of success in media outreach.
