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Many press releases from non-profits tend to be standard and lack appeal. Instead of simply announcing an initiative, organizations should reverse engineer their messaging to consider the journalist's role as a gatekeeper. The key is to position the announcement in a way that makes it compelling and shareable for the journalist's audience. Too often, non-profits focus on what benefits them, missing the opportunity for connection. By framing the announcement to create a win-win situation, organizations can improve their chances of gaining media attention and effectively engaging their audience.
