Unfortunately, I have seen far too many of even the most noble and vitally necessary.

nonprofit charities fade into obscurity, never having achieved the

commendable goals that they set out to achieve. In most cases, the reason for your

disappearance is that they were not promoted vigorously and assertively.

Either they did not know how to learn how to use public relations (PR) to their benefit or

did not seek the services of professionals who could have

threw their causes into the spotlight and helped them gain momentum,

manpower and funds they needed to stay alive.

These early deaths are disappointing, unsatisfying, and tragic. could have

could have been avoided if appropriate measures had been taken. like public relations

professional, I firmly believe that the world cannot afford to waste efforts

of so many charities and non-profit organizations that help solve the problems of never

put an end to the problems that afflict 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 a founder of one of

Hollywood’s most prominent public relations firms, 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 in 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 advice on issues such as 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 handling of a public relations crisis in case you happen to be

your.

Throughout the chapters, you will also find two types of “boxed functions”. A

contains special tips on public relations techniques or further elaboration on a topic.

The other makes his case, inspiring PR stories stories from my staff

archives 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

moral argument is especially compelling now that the government is cutting

spending on social services. Nonprofit organizations 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

their individual charity, but to the larger purpose of promoting goodness. It’s

It may sound fifth, but the truth is that the promotion of your solidarity work

can help sick living beings. This is a grand vision, no doubt. But imagine the

potential of a better nourished planet, both in substance and in spirit. me

We believe that this is our potential.

My plan in this book is straightforward and the process possible. can make you an ally

in the great project of selling the property and, through this alliance, a part

from paradise can be recovered.