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
Signature (a Random House website) looks at the many 2018 Golden Globes nominees based on books:
It is officially that time of the year awards season is upon us. As usual, the Hollywood Foreign Press Association has kicked things off with the announcement of the 2018 Golden Globe Awards nominees. The literary world is represented in this year's lineup with a smattering of great adaptations leading the charge in both film and TV. While the slate of nominees is populated with a few of the marquee titles you'd expect "Game of Thrones" got it's annual nod, for instance a few surprises cracked the surface as well. It looks to be another interesting year at the Golden Globes. Let's have a look.
Merriam-Webster's Word of the Year for 2017 is feminism. The word was a top lookup throughout the year, with several spikes that corresponded to various news reports and events.
In an opinion piece in the Irish Times, John Boyne writes:
So I'm going to make a claim now that will probably get me kicked out of the Fraternity of Underappreciated Male Authors (FUMA) and blacklisted from the annual Christmas football game. Here goes:
I think women are better novelists than men.
There, I've said it. While it's obviously an enormous generalisation, it's no more ludicrous than some half-wit proudly claiming never to read books by women. For the record, purporting to love literature while dismissing the work of female writers is like claiming to be passionate about music while refusing to listen to anything but Ed Sheeran. However, I'm going to try to back up my sweeping statement...
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Booker died Sunday at 99. At the height of his career, few could have imagined he would live so long.
As Washington bureau chief for Chicago-based Johnson Publications, publisher of the newsweekly Jet and the monthly magazine Ebony, Booker went to the Deep South to cover the most tumultuous events of the civil rights movement--life-threatening work for an African American journalist.
William H. Gass, a proudly postmodern author who valued form and language more than literary conventions like plot and character and who had a broad influence on other experimental writers of the 1960s, '70s and beyond, died on Wednesday in St. Louis. He was 93.
Mr. Gass was widely credited with coining the term "metafiction" to describe writing in which the author is part of the story. He himself was one of the form's foremost practitioners.
Barnes & Noble, which posted a wider loss last quarter and sent its shares tumbling, is scaling back ambitions to become more than a bookseller.
The retailer had hoped that toys, games and other items would shore up its results, especially as Amazon ate away at its traditional business. But its non-book sales have flagged the past two quarters, and now the company is putting its focus back firmly on reading.
Shelf Awareness reports on the growing "Cider Monday" movement by indie booksellers in response to the big online shopping day known as Cyber Monday. In this low key but fun event stores offer their customers "a warm welcome and a cup of delicious cider" to thank them for shopping local.
Dictionary.com's choice for its Word of the Year is "complicit." It says online searches for the word spiked three times this year...
On Saturday, hundreds of booksellers across the USA took part in Indies First and Small Business Saturday, organizing all kinds of in-store activities, offering a range of deals, hosting parties and engaging in the staple of Indies First since the event was founded by Sherman Alexie in 2013: having authors work in their favorite indies as booksellers. Shelf Awareness reports on some of the events.
Meanwhile, in the UK, bookstores celebrated the first inaugural Saturday Sanctuary
to "celebrate bookshops as a place of calm and respite from our hectic daily lives."
A New York Times opinion piece by Daniel T. Willingham lays out the argument that American's poor reading skills cannot be blamed on modern technology but on a misunderstanding of how the mind reads - that functional literary is grounded not just in the ability to read words but in having the factual knowledge to put what one is reading into context.