Unfortunately, I have seen too many of even the noblest and most vitally necessary.
non-profit charities fade into obscurity, never having achieved the
laudable goals they set out to achieve. In most cases, the reason for your
disappearance is that they were not promoted with vigor and assertiveness.
Either they failed to learn how to use public relations (PR) to their advantage or
did not use the services of professionals who might have
thrust their causes into the limelight and helped them gain momentum,
manpower and funds they needed to stay alive.
These early deaths are disappointing, unsatisfying, and tragic. could have
It could have been avoided if proper measures had been taken. like public relations
professional, I firmly believe that the world cannot afford to waste the efforts
of so many charities and non-profits helping to solve the problems of never
put an end to the problems that plague our fragile planet.
Therefore, this book is passionately dedicated to helping these charities and
Nonprofit organizations learn to use public relations of all kinds to achieve their goals.
important goals. Based on my experience as founder of one of
the most prominent public relations firms in Hollywood, and having represented
hundreds of the biggest celebrities in the entertainment industry, I wrote Selling
Kindness to show you how to take advantage of professional public relations.
techniques on the often impoverished budget of a fledgling charity. The book
describes how media works and how you can make it work for your
charity or organization.
In the chapters that follow, you’ll find tips on things like launching a
story, write a press release and give an interview. I guide you through
critical steps of a public relations campaign, from initial contacts with the media to
follow-up, special events and managing a public relations crisis in case a crisis happens to you
you.
Throughout the chapters, you will also find two types of “boxed functions”. One
contains special suggestions on public relations techniques or further elaboration on a topic.
The other presents his case, inspiring PR stories stories from my staff
files In fact, one of my joys in writing this book is that I can count some
of the great stories I have collected over the years of promotional techniques
used by many different businesses and non-profit organizations.
THE MORAL CASE FOR PROMOTION
But Selling Goodness is much more than a practical manual on skills and
procedures. It is also a moral manifesto. If you are a humble benefactor with
qualms about seeking special attention or promotion, this book presents
a powerful case for promoting yourself and your charitable cause. I think that he
The moral argument is especially compelling now that the government is cutting
spending on social services. Nonprofits are being called upon to fill the gaps. They
they will need more resources and therefore must do whatever it takes to get
them, especially the vigorous promotion of their vital cause.
If after reading this book you are able to take your cause more seriously and
promote it with greater vigor and intensity, you will not only be contributing to
his individual charity, but to the larger purpose of promoting goodness. That
It may sound fifth but the truth is that the promotion of your solidarity work
can help sick living beings. This is a great vision, no doubt. But imagine the
potential of a better nourished planet, both in substance and in spirit. I
We believe that this is our potential.
My plan in this book is direct and the process possible. can make you an ally
in the great project of selling the property and, through this alliance, a part
of paradise can be retrieved.