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Many press releases from non-profits are often standard and lack creativity. Organizations are encouraged to reverse engineer their announcements by considering how they appeal to journalists, who serve as gatekeepers of information. Instead of focusing solely on their own initiatives, non-profits should frame their messages to make them compelling for journalists, enhancing the likelihood that the press will share their news with the audience. By aiming for a win-win situation, non-profits can better articulate their messages to resonate with both journalists and their audiences, rather than approaching it with a self-centered mindset.
