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Many press releases from non-profits tend to be quite standard, typically outlining initiatives without much differentiation. To stand out, organizations should reverse engineer their announcements, focusing on making them appealing to journalists, who act as gatekeepers. The key is to craft the announcement in a way that makes it irresistible for journalists to share with their audience. Instead of approaching it from a "what's in it for me" mindset, non-profits should think about how to create a win-win situation. This shift in perspective can increase the chances of getting their message disseminated effectively.