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Many non-profit press releases tend to be standard and lack appeal. To improve engagement, organizations should reverse engineer their announcements, focusing on how to present initiatives in a way that captures journalists’ interest. Recognizing that journalists act as gatekeepers, non-profits should craft their messages to be irresistible to help ensure coverage. Rather than approaching the announcement with a mindset of "what’s in it for me," non-profits should aim for a win-win situation that makes the story valuable not just for themselves, but also for the journalists and their audiences. This strategy can significantly increase the likelihood of successful media coverage.