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Many press releases from non-profits are often standard and lack engaging content. Organizations should reverse engineer their announcements by considering the journalist's role as a gatekeeper. To capture media interest, non-profits should position their initiatives in a way that makes them appealing to journalists, focusing on how the news adds value to their audience. Instead of adopting a "what's in it for me" mindset, non-profits should aim to create a win-win situation. By understanding what journalists need, organizations can enhance their chances of having their announcements shared widely.
