Selling Goodness-Introduction To The Book


Unfortunately, I have seen too many of even the most noble and vitally needed charitable nonprofits fade into obscurity, never having accomplished the laudable goals they set out to achieve. In most cases, the reason for their demise is that they did not promote themselves with vigor and assertiveness. They either failed to learn to use public relations (PR) to their advantage or they did not avail themselves of the services of professionals who could have launched their causes into the limelight and helped them get the momentum, manpower, and funds they needed to stay alive.

These early deaths are disappointing, unsatisfying-and tragic. They could have been prevented if the right steps had been taken. As a public-relations professional, I strongly believe that the world cannot afford to lose the efforts of so many charities and nonprofit organizations which help solve the never- ending problems that plague our fragile planet.

This book is therefore dedicated, with passion, to helping these charities and nonprofits learn to use pubic relations of all kinds to accomplish their important goals. Drawing on my background as the founder of one of Hollywood's most prominent public-relations firms, and having represented hundreds of the entertainment industry's biggest celebrities, I wrote Selling Goodness to show you how to take advantage of professional public-relations techniques on a fledgling charity's often- impoverished budget. The book describes how the media operates, and how you can make it work for your charity or organization.

In the following chapters, you will find advice on such matters as pitching a story, writing a press release, and giving an interview. I guide you through the critical steps of a PR campaign, from initial contacts with the media through follow-up, special events, and dealing with a PR crisis should one happen to you.

Throughout the chapters, you will also find two types of "boxed features." One contains special hints about PR techniques or additional elaboration on a topic. The other presents case his, stories of inspiring PR stories from my personal files. Indeed, one of my joys in writing this book is that I get to recount some of the great stories I've collected over the years of promotional techniques used by many different businesses and nonprofits.

THE MORAL CASE FOR PROMOTION

But Selling Goodness is much more than a practical handbook on skills and procedures. It is also a moral manifesto. If you are a humble do-gooder with qualms about seeking either attention or special promotion, this book presents a powerful case for promoting yourself and your charitable cause. I believe the moral argument is especially compelling now that government is trimming outlays on social services. Nonprofits are being called to fill in the gaps. They will need more resources-and they therefore must do whatever it takes to get them, especially 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 your individual charity, but to the broader purpose of promoting goodness. It may sound quaint but the truth is that the promotion of your charitable work can assist ill living beings. This is a grand vision, to be sure. But imagine the potential of a planet that is better nourished, both in substance and in spirit. I believe this is our potential.

My plan in this book is direct, and the process doable. It can make you an ally in the grand project of selling goodness, and, through that alliance, a portion of paradise can be regained.

Michael Levine is the founder of the prominent public relations firm Levine Communications Office, based in Los Angeles. He is the author of Guerrilla PR, 7 Life Lessons from Noah's Ark: How to Survive a Flood in Your Own Life.

GuerrillaPR.net is a resource for people that want to get famous in the media, without going broke. GuerrillaPR.net">http://GuerrillaPR.net


MORE RESOURCES:
King County (WA) Library System, the nation's top digital-circulating library has said it will stop buying new release Macmillan e-books once the publishers' two-month embargo begins next month.

In her note, executive director Lisa Rosenblum said King County's decision was ultimately driven by two reasons: one "pragmatic" and the other "principled." ...

As for the pragmatic side, Rosenblum explained that King County has pledged to readers to limit the wait time for any title to around 3 months. "Not allowing us to purchase multiple copies of an e-book for two months artificially lengthens the queue, triggering more of the same title to be purchased than would have occurred if we had been allowed to buy for the first two months," ...

The "principled" argument, Rosenblum says, is to send a message to other publishers that public libraries cannot accept limits on basic access. To do so, she writes, would "profoundly" change the public library.

By any measure in publishing, cartoonist Dav Pilkey is a rock star. The children's author created his characters Captain Underpants (a superhero for grade-schoolers) and Dog Man (a hound-supercop) while an Ohio second-grader, sitting alone in the hall during class as a result of his ADHD.

Now Pilkey is 53, and "Dog Man" — a franchise that has sold millions — is perched atop the New York Times bestsellers list for children's series, while "Captain Underpants" is at No. 8 (both books have sat on the list for years)....

The judges of this year's Booker prize have "explicitly flouted" the rules of the august literary award to choose the first joint winners in almost 30 years: Margaret Atwood and Bernardine Evaristo.

The chair of judges, Peter Florence, emerged after more than five hours with the jury to reveal that the group of five had been unable to pick a single winner from their shortlist of six. Instead, despite being told repeatedly by the prize's literary director, Gaby Wood, that they were not allowed to split the £50,000 award, they chose two novels: Atwood's The Testaments, a follow-up to her dystopian The Handmaid's Tale, and Evaristo's Girl, Woman, Other, which is told in the voices of 12 different characters, mostly black women.

Harold Bloom, the eminent critic and Yale professor whose seminal The Anxiety of Influence and melancholy regard for literature's old masters made him a popular author and standard-bearer of Western civilization amid modern trends, died Monday at age 89.

In response to Jennine Capó Crucet's talk on the Statesboro, Ga., campus Wednesday, where she focused her discussion on white privilege, students gathered at a grill and torched her novel "Make Your Home Among Strangers" — about a first-generation Cuban American woman struggling to navigate a mostly white elite college.

Yesterday, The Nobel committee announced the winners of both the 2018 and 2019 Nobel Prize for Literature. The 2018 prize having been canceled last year due to controversy. Over to Ron Charles at The Washington Post to explain:

...Two years ago, the husband of one of the academy's members was accused of multiple counts of sexual assault and eventually convicted of rape. The ensuing scandal tore apart the committee, exposing a history of lax regulation, a deep well of bad judgment and a vein of misogyny. Some members resigned, others refused to participate. The Nobel Foundation, which funds the award, raised serious concerns about the committee's governance. The future of the literature prize seemed imperiled...

And then came Thursday's announcement of the winners of the 2018 and 2019 Nobel Prizes in literature. The big test: an opportunity to show that the committee members could, in fact, carry on Alfred Nobel's vague instructions to select "the most outstanding work in an idealistic direction."

First, the 2018 prize was awarded to Polish author Olga Tokarczuk for what the judges praised as "a narrative imagination that with encyclopedic passion represents the crossing of boundaries as a form of life."

But then the other shoe — or jackboot — dropped, and any celebration of Tokarczuk's work was hijacked by a fresh controversy: The Swedish Academy awarded the 2019 Nobel Prize in literature to Peter Handke. He's a controversial Austrian writer known for his sympathy for the late Yugoslavia leader Slobodan Milosevic, who was accused of genocide. Handke not only attended that butcher's funeral, he delivered a eulogy...

... This is no way to demonstrate good judgment or to regain trust. It's just another tone-deaf stunt by a group of Swedish snobs who command a disproportionate and undeserved wedge of the world's attention.

Update 10/17: Writing an opinion piece in the New York Times, Bret Stephens argues that "we live in an age that is losing the capacity to distinguish art from ideology and artists from politics."

The Swedish Academy announced this morning two winners of the Nobel Prize for Literature: Peter Handke, the Austrian author, playwright and translator, wins the 2019 prize, and Olga Tokarczuk, the Polish novelist and poet, wins the 2018 prize, which was not bestowed last year because of a scandal involving sexual assault allegations and financial impropriety involving the Academy.

Handke was cited by the Swedish Academy for "an influential work that with linguistic ingenuity has explored the periphery and the specificity of human experience."

Tokarczuk was cited for "a narrative imagination that with encyclopedic passion represents the crossing of boundaries as a form of life."

Controversy over Handke's award immediately broke out. See 10/11 news post for more on this.

The twenty-five Finalists for the 2019 National Book Awards for Fiction, Nonfiction, Poetry, Translated Literature, and Young People's Literature (YPL) were announced today. The five Finalists in each category were selected by a distinguished panel of literary experts, and were advanced from the Longlists announced in September. Between the five categories, there are four writers who have been previously honored by the National Book Awards: Akwaeke Emezi, a 5 Under 35 Honoree in 2018, Toi Derricotte, a Literarian Award recipient in 2016 for her work with Cave Canem, Jason Reynolds, a 2016 YPL Finalist and 2017 YPL Longlister, and Laura Ruby, a 2015 YPL Finalist. Four of the twenty-five Finalists are debuts. ... The Winners will be announced on Wednesday, November 20 at the 70th National Book Awards Ceremony and Benefit Dinner.

The New York Times has just published a powerful article on how governments across the globe are spending a remarkable amount of resources attacking books. Because this is an important article and many BookBrowse readers may be blocked from reading the full piece by the newspaper's paywall, here are four of the most salient paragraphs:

…Regimes are expending so much energy attacking books because their supposed limitations have begun to look like strengths: With online surveillance, digital reading carries with it great risks and semi-permanent footprints; a physical book, however, cannot monitor what you are reading and when, cannot track which words you mark or highlight, does not secretly scan your face, and cannot know when you are sharing it with others….

…During the Cold War that followed, the federal government established a network of 181 libraries and reading rooms in over 80 countries. In 1955, specially-made lightweight copies of Animal Farm were flown from West Germany into Poland by balloon. The unifying principle — despite the terrible hypocrisy of Jim Crow — was that freedom of thought abroad would ultimately favor the spread of tolerant, free liberal democracies…

…The tepid response of the Trump administration to the murder and dismemberment of the Saudi critic Jamal Khashoggi is just the most egregious example of why the global defense of freedom of the press and speech is no longer an American priority. The State Department has made barely a peep about any of this. Perhaps it should come as no surprise coming from a president who is almost comically boastful about his antipathy to reading…

The consequences of America standing by apathetically could be disastrous — particularly if Mr. Trump and his secretary of state, Mike Pompeo, remain in power for another four years. In classic dystopian novels of the near-future — Brave New World, 1984, Fahrenheit 451 — the digital world is ubiquitous. The ghostly absence of books, and the freethinking they seed, is the nightmare. For much of the world, it's not an impossible fate

Penguin Random House Audio has released a free, 30-minute audio reading of The Whistle-Blower Complaint. It was recorded by Saskia Maarleveld, a professional audiobook narrator.

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