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Non-profit organizations often submit standard press releases that simply outline their initiatives. It is recommended that they reverse engineer their announcements to make them more appealing to journalists, who serve as gatekeepers for media content. Non-profits should consider how to word and position their announcements to make them irresistible to journalists, enhancing the likelihood that these press releases will be shared with audiences. Instead of focusing solely on what the organization stands to gain, it's crucial to approach announcements from a win-win perspective that considers the interests of both the non-profit and the media outlet. This strategic framing could lead to better media coverage.
