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Many non-profits provide standard press releases that focus solely on their initiatives. To improve this, organizations should reverse engineer their announcements by considering the journalist's role as a gatekeeper. It's crucial to frame announcements in a way that makes them appealing to journalists, thus increasing the likelihood of coverage. Instead of centering the narrative on what the non-profit gains, approach it from a perspective that creates a win-win situation. This strategy enhances the chances of getting the announcement shared with a journalist's audience, ensuring the message is relevant and engaging.
