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

Nonprofit charities fade into obscurity, never having achieved the

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

The disappearance is that they were not promoted with vigor and assertiveness.

Either they didn’t learn to use public relations (PR) to their advantage or

did not use the services of professionals who could have

they threw their causes into the spotlight and helped build momentum,

manpower and funds they needed to stay alive.

These first deaths are disappointing, unsatisfactory, and tragic. They could have

It has been avoided if the proper measures have been taken. As public relations

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

from so many charities and nonprofits that help solve the

put an end to the problems that plague our fragile planet.

Therefore, this book is passionately dedicated to helping these charities and

Nonprofits learn to use public relations of all kinds to achieve their goals.

important goals. Based on my experience as the founder of one of

Hollywood’s leading PR 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 with the often depleted budget of a fledgling charity. The book

describes how the media works and how you can make it work for your

charity or organization.

In the following chapters, you will find advice on such matters 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 media contacts to

follow-up, special events, and dealing with a public relations crisis in case one


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

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

The other presents his case, stories of inspiring public relations stories of me

records. In fact, one of my joys in writing this book is being able to count some

of the great stories I have collected over the years of promotional techniques

used by different companies and non-profit organizations.


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

have 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

disbursements in social services. Nonprofits are being called in to fill in the gaps. They

will need more resources and therefore must do whatever it takes to obtain

them, especially vigorous promotion of their vital cause.

If after reading this book you can take your cause more seriously, and

promote it with greater vigor and intensity, you will not only be contributing to

your individual charity, but for the larger purpose of promoting goodness. That

It may sound quaint, but the truth is that promoting your charitable work

it can help sick living beings. This is a great vision, without a doubt. But imagine the

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

We believe that this is our potential.

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

in the great project of selling goodness, and, through that alliance, a part

from paradise can be recovered.

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