CONTACT: Lisa Schuble, Associate Publicist
1-800-621-9621, ext. 4572
lisa_schuble@kaplan.com

New Guide Helps Nonprofits Stretch Marketing Dollars for Maximum Publicity
Nonprofits Can Finally Capture Essential Media Attention

A new book from an award-winning publicist helps nonprofit organizations large and small discover and use the tools and techniques that will help transform them into high-profile media darlings.

In Publicity for Nonprofits: Generating Media Exposure That Leads to Awareness, Growth and Contributions, ($23.95 Kaplan Publishing, June 2006) author Sandra Beckwith taps her 25 years of hands-on publicity know-how to outline successful media relations strategies tailored for nonprofit organizations. This detailed, step-by-step guide includes examples of press releases, op-ed articles, pitch letters, public service announcements and other important outreach tools.

This timely and practical guide doesn’t just explain why publicity is important – it shows how to use cost-effective publicity plans and tactics to reach fundraising goals, educate and influence consumers, and recruit employees and volunteers. In Publicity for Nonprofits: Generating Media Exposure That Leads to Awareness, Growth and Contributions, Beckwith offers fascinating case studies, detailed instructions, and a rich array of publicity tools and tactics that will help nonprofit organizations learn how to:

• Create an affordable publicity plan that integrates goals, objectives, and key strategies
• Determine which tools and tactics will have the most impact on the organization’s goals
• Develop and pitch newsworthy stories with powerful messages that will capture media attention and resonate with audiences
• Maximize the publicity potential of an organization’s activities, talents and resources

“When I speak to nonprofit groups about publicity, they are never interested in theory,” says Beckwith. “They want to know how to do it – what tools and tactics will get them the farthest? Which approach will have the greatest impact with the least amount of expense? When is a press conference a good idea and when is not the best choice for communicating information? I wrote this book to give them the answers and information they need to succeed in a highly-competitive, increasingly complex media world.”

Sandra Beckwith has more than 25 years of award-winning public relations experience. A recipient of the coveted Silver Anvil Award from the Public Relations Society of America, her public relations background includes assignments at one of the world’s largest public relations firms and a large national consumer products company. Now a consultant who helps others learn how to generate their own publicity, her clients include several nonprofit organizations.

Publicity for Nonprofits: Generating Media Exposure that Leads to Awareness, Growth, and Contributions ($23.95, 256 pages, 7 ¼ x 9, paperback, ISBN: 1-4195-2299-X) is available at neighborhood and online booksellers or by calling 800-245-BOOK.

Kaplan Publishing is one of the nation’s leading education, career and business publishers. Kaplan Publishing, with offices in New York and Chicago, produces more than 150 books a year on test preparation, admissions, academic and professional development, general business, management, sales, marketing, real estate, finance and investing. Kaplan Publishing is a unit of Kaplan, Inc., a wholly owned subsidiary of The Washington Post Company (NYSE: WPO). For more information, please visit www.kaplanpublishing.com.

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