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
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
John Oliver's parody book about Vice President Mike Pence's family pet has sold out. The "Last Week Tonight" host appeared on "Ellen" on Tuesday to talk about his new children's book, "Last Week Tonight with John Oliver Presents a Day in the Life of Marlon Bundo." The book, which Oliver is using to troll Pence, coincides with the Pence family's release of their own children's book about the family pet rabbit, Marlon Bundo.
The American Library Association is facing significant financial challenges. The Trump administration wants to gut federal support for libraries. And librarians are fighting over whether its next executive director should be required to have a MLS degree...
The National Book Critics Circle announced the winners of its 2017 awards tonight:
Layli Long Soldier, Whereas (Graywolf)
Carina Chocano, You Play The Girl: On Playboy Bunnies, Stepford Wives, Trainwrecks, & Other Mixed Messages (Mariner)
Xiaolu Guo, Nine Continents: A Memoir In and Out of China (Grove)
Caroline Fraser, Prairie Fires: The American Dreams of Laura Ingalls Wilder (Metropolitan Books)
Frances FitzGerald, The Evangelicals: The Struggle to Shape America (Simon & Schuster)
Joan Silber, Improvement (Counterpoint)
The John Leonard Prize:
Carmen Maria Machado, Her Body and Other Parties (Graywolf)
The Nona Balakian Citation for Excellence in Reviewing:
The Ivan Sandrof Lifetime Achievement Award:
About three-quarters (74%) of Americans have read a book in the past 12 months in any format, a figure that has remained largely unchanged since 2012, according to a Pew Research Center survey conducted in January. Print books remain the most popular format for reading, with 67% of Americans having read a print book in the past year.
And while shares of print and e-book readers are similar to those from a survey conducted in 2016, there has been a modest but statistically significant increase in the share of Americans who read audiobooks, from 14% to 18%.
Overall, Americans read an average (mean) of 12 books per year, while the typical (median) American has read four books in the past 12 months. Each of these figures is largely unchanged since 2011, when the Center first began conducting the surveys of Americans' book reading habits.
Netflix will begin streaming the movie adaptation of The Guernsey Literary & Potato Peel Pie Society in North America, Latin America, Italy, Eastern Europe and Southeast Asia on April 20. Studiocanal will release the film in the U.K. on the same day, followed by Australia, New Zealand, France and Germany.
Accused by at least 10 women of sexual harassment, author Sherman Alexie has decided not to accept the Andrew Carnegie Medal for Excellence in Nonfiction that he won for You Don't Have to Say You Love Me: A Memoir (Little, Brown). His publisher has also delayed the release of the paperback edition.
The Guardian reports on the quandary facing romance authors--in the wake of #MeToo and Time's Up, how 'bad' should the bad boy be?
Introducing what will be an ongoing project, The New York Times writes, "Since 1851, obituaries in the New York Times have been dominated by white men. Now we're adding the stories of 15 remarkable women."
The obituaries published today include Sylvia Plath, Charlotte Bronte and Qui Jin (a feminist poet and revolutionary who became a martyr known as China's 'Joan of Arc.')
Reese Witherspoon and Kerry Washington will star in and executive produce the TV series Little Fires Everywhere, based on Celeste Ng's book.
Three women have gone on the record with NPR's All Things Considered--and at least seven others have spoken off the record with the show--about author Sherman Alexie's abusive treatment of them, confirming the anonymous and somewhat vague allegations that have been made recently online.