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Many press releases from non-profits are standard and lack appeal. To enhance their effectiveness, organizations should reverse engineer their announcements by considering journalists as gatekeepers. The focus should be on crafting an announcement that is irresistible and shareable, rather than what's in it for the non-profit. Understanding the journalist's role is crucial; they determine what is noteworthy for their audience. By framing the announcement to create a win-win situation, non-profits can increase the chances of their initiatives being covered, ultimately making their communications more impactful and engaging.
