About the Book: Bestselling author and award-winning PR practitioner Marc C. Whitt returns with his third book, TAKEAWAYS: Ideas, Strategies and Encouragement for the Nonprofit Public Relations Professional (Cherrymoon Media, 2025).
In his latest work, Whitt explores the vital role nonprofit organizations play in our communities and the world—and why effective, strategic public relations is essential to their success. He dives into topics such as media relations, branding, community engagement, leadership, fundraising and donor relations, digital communication, and ethical decision-making. He examines the growing role of artificial intelligence in nonprofit PR and how it can be used smartly and strategically to maximize impact. Whitt also discusses hiring and developing the right team—because, as every seasoned professional knows, success is never a solo endeavor.
But more than anything, TAKEAWAYS is a book about people. It’s about the incredible individuals who make this profession meaningful—our colleagues, mentors, students, and, most importantly, the communities and causes we serve. It’s about the lessons we learn from one another, the challenges that refine us, and the joy that comes from doing work that truly matters.
Like his previous books—PR Lessons Learned Along the Way and When In Doubt, Make Applesauce! Core Habits of the Masterful Public Relations Professional— TAKEAWAYS is written in a conversational tone. Why? Because Marc Whitt believes that an easygoing, storytelling approach not only provokes thought but also sparks new ideas, rekindles old ones, and encourages professionals at every stage of their careers.
Whether you’re just stepping into the world of nonprofit PR, are well into your journey, or are reflecting on a long and fulfilling career, you’ll find something valuable within these pages.
The book features a foreword by Morgan Roth, Chief Marketing Officer of the Muscular Dystrophy Association, headquartered in Washington, D.C. Widely regarded as one of the nation’s most respected leaders in public relations, marketing, and communications, Roth brings a distinguished perspective to the work.
Reviews:
"TAKEAWAYS is insightful, strategic, practical, and purposeful. Nonprofit Public Relations has evolved substantially over decades. One thing hasn’t changed and should never change is that relationships and integrity are paramount in the work. Marc Whitt has captured this powerfully and so much more in TAKEAWAYS. This book is higher-level learning. What Marc has provided in this book is a gift to the nonprofit PR professional and to those who have been called to this profession. In spite of working in philanthropy with higher education and nonprofits more than 40 years, and knowing Marc for decades, his writing spoke to me. Every sentence kept me engaged and reminded me often of PR truths. Bravo, my friend!"
-Guy Adams, President, Christian Appalachian Project
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“TAKEAWAYS is a masterclass in purposeful communication. Marc Whitt distills decades of nonprofit PR experience into actionable wisdom that uplifts, empowers, and reminds us why our work matters. A must-read for any professional committed to making a difference through strategic storytelling for the greater good.” — Farzana Baduel, CEO, Curzon PR
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"As someone committed to rebuilding economic opportunity in Eastern Kentucky, I found Marc Whitt’s latest book TAKEAWAYS not only inspiring but essential. In a region where hope can feel scarce and leadership is often burdened by public skepticism or fatigue, Marc offers a clear roadmap for how trust, storytelling, and servant leadership can reawaken belief in ourselves, in our institutions, and in the future.
What makes this book especially resonant is Marc’s deep understanding that leadership is not about charisma or credentials, but about moral clarity, human connection, and showing up, consistently, transparently, and with humility. These are not abstract ideals. They are the very principles we strive to embody at SOAR as we walk alongside communities to unlock their potential, job by job, story by story.
Marc’s pedigree as both a scholar and practitioner gives him a rare authority. He writes with the insight of someone who has been in the trenches, mentoring young leaders, navigating institutional crises, and building authentic relationships across sectors. His guidance on leading with grace, building consensus, and putting people before platforms is both timeless and urgently relevant in today’s world of fractured discourse and institutional mistrust. Most importantly, Marc reminds us that communication is not a tactic, it’s a responsibility. Especially in rural communities like ours, where so many have been promised change but seen little of it, our words must not only inform but inspire. They must earn trust, not just attention.
This book equips leaders, at every level, with the mindset and tools to do just that. Marc Whitt doesn’t just teach leadership; he embodies it. His work is a gift to anyone working in public service, civic engagement, or community development. I’ll be recommending this book to every member of our team and revisiting it often myself." -Joshua Ball, Chief Operating Officer, Shaping Our Appalachian Region (SOAR)
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"TAKEAWAYS is a relevant deep dive into the vital role PR plays in transformational nonprofit leadership. Over a decade into my career, this palatable read introduced new lessons while validating learned best practices. Whether new to nonprofit leadership or a seasoned pro, this conversational read guides you to architect proactive, purpose-driven strategies that set the foundation for long-term success. As a graduate of Eastern Kentucky University’s Public Relations program in which Marc Whitt was a renowned professor, I have long admired his PR expertise which is on display in this latest book." -Alex Carson, Sr. National Corporate Relations Lead, American Heart Association
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"TAKEAWAYS is a volume filled with pithy wisdom. Page after page flows smoothly with easily understood morsels that can be readily applied in the real-world nonprofit workspace. In the early 1990’s, I had the privilege and joy of working closely with Marc Whitt and I can vouch for the utility of these TAKEAWAYS that I observed him using effectively and exceptionally. For the PR professional, TAKEAWAYS will be an investment that continues to provide tremendous ROI and is sure to become dog-eared and heavily highlighted." -Dr. Ron L. Ellis, President, California Baptist University
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"I hung on every word of Marc Whitt's book TAKEAWAYS and nodded in agreement throughout, thinking of how meaningful this advice will be to those who read it. Even if students and young PR practitioners do not fully understand all of the essential elements Marc shares in the book, they will grow to appreciate it with years of shaping their careers and experiences." -Mike Fulton, Director of Public Affairs & Advocacy, Asher Agency
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"I really appreciate Marc Whitt's willingness to put pen to paper and share his decades of experience with others seeking to learn best practices and the professionalism that Marc exudes in all he does. TAKEAWAYS, while it most definitely highlights various strategies and insight helpful within the nonprofit sector, can also be applied towards any business entity and one's personal life as well. I love Marc's writing style and the easygoing story telling flair that he brings to the pages of this book. The power of telling one's story can never be overemphasized and so many of the topics covered in this writing will help one excel and study public relations essentials to one's success. As someone who has in depth experience within both the private and public sector, I greatly appreciate the importance of public relations, marketing and strategic communications. There is no one better than Marc Whitt to share his masterful tactics and highly effective business practices. This book is a joy to read, and I highly recommend it to all." -Chris Girdler, President & CEO, SPEDA
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"Practitioners don’t just need a book of how to do what they do, but most important, be a bigger person in doing what they do. In public relations, our most valuable asset isn’t a title or a paycheck. It’s our reputation. And protecting that must always be Job #1. Integrity isn’t negotiable.
Marc Whitt’s book offers a comprehensive survey of the challenges, skills, and tasks faced by non-profits with literally hundreds of practical takeaways to achieve great results, the correct way.
The text succeeds in getting under the skin of the life and realities of the not-for-profit practitioner, with sensible, sage advice to be both practical with encouragement to match effectiveness with being ethical.
Trumpeting the message that public relations is ‘a calling, not just a career’ it places humility as central to your future direction of travel, where you always need to be grateful. Gratitude, Marc argues, is the compass that will point you back to your “why” when everything feels sideways, reminding you, every single day, that the work you’re doing matters. That you matter.
TAKEAWAYS: Ideas, Strategies and Encouragement for the Nonprofit Public Relations Professional is more than a guide, it’s a touchstone to good practice and a purposeful life." -Andy Green FRCA, Author of ‘Creativity in Public Relations’ and ‘Effective Personal Communications Skills for Public Relations Practitioners’
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"Marc Whitt is nothing short of a communications tsar. With clarity, compassion, and a wealth of experience drawn from decades in the nonprofit and higher education sectors, he has gifted us a book that is both practical and deeply inspiring. TAKEAWAYS isn't just a toolkit for nonprofit PR professionals. This is a masterclass in ethical leadership, strategic storytelling, problem solving and mission driven communication. From the first page, Whitt's conversational and comforting tone invites readers into a space of reflection, learning, and motivation. Each chapter offers digestible, actionable insights that will resonate whether one is at the start of, or years into their PR journey. Whitt expertly navigates everything from capital campaigns to community relations, from earned media to ethical AI. This is a book written with the heart and authenticity that define a unique and profound dedication to communications. This book should be a staple on the bookshelf of anyone working in nonprofit public relations. It is thoughtful, timely, and rooted in a deep understanding of what truly matters: people, purpose, and impact. In a noisy world, Whitt reminds us that meaningful communication starts with listening, and that great PR is not about polish. It's about principle. Marc Whitt's TAKEAWAYS is more than a book. It's a blueprint for doing public relations the right way and the lasting way. - Poppy Humphrey, Director of Standards and Accountability, LINK Strategic Partners
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"In TAKEAWAYS, Marc Whitt does what he’s long done best: mentors with heart, clarity, and conviction. Drawing on more than four decades of experience, Marc offers a rich blend of practical wisdom, candid storytelling, and soul-stirring encouragement. This book is not just a guide for nonprofit PR professionals; it is a companion for the journey.
With chapters that speak directly to the realities of the work, from media relations and branding to ethics, AI, crisis management, and capital campaign communication, Marc shares insights that only come from a life fully lived in service to mission-driven institutions. His conversational tone makes complex challenges feel navigable and reminds us why this work matters.
Whether you are just entering the field or reflecting on a career well spent, TAKEAWAYS will sharpen your thinking, lift your spirit, and rekindle your sense of purpose. It is vintage Marc Whitt: thoughtful, humble, and deeply generous. Read it, share it, and return to it often." - Jeff Jowdy, President, Lighthouse Counsel
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"TAKEAWAYS is a must-read for anyone navigating the world of nonprofit public relations. From the value of celebrating small wins—like a local news pickup or a colleague’s behind-the-scenes success—to the hard-earned budgeting lessons that shaped a $25,000 campaign decision at a small college, the author weaves practical insights with real-life experiences. You’ll find inspiration in leadership lessons rooted in humility, transparency, and mentorship, as well as innovative strategies for building trust between PR officers and legal counsel. Whether new to the field or a seasoned pro, these stories and takeaways will sharpen your skills, renew your sense of purpose, and remind you why this work matters." -Jennifer L. Kramer, APR, Senior Manager - Public Relations, Association for Materials Protection and Performance
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"TAKEAWAYS is a must read for any non-profit leader! Those doing PR will discover that there is so much more to what they thought they already knew AND discover new and innovative ideas. Those in leadership will understand the depth of PR and the needs of their PR Professional/Volunteer to support the overall mission of the organization.” -Sarah McElfresh, Membership Chair and Web Administrator/Online Content, Association of Concert Bands
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"In TAKEAWAYS: Ideas, Strategies and Encouragement for the Nonprofit Public Relations Professional, Marc C. Whitt delivers a thoughtful and engaging guide tailored to mission-driven communicators. Each chapter concludes with clear, practical takeaways that are both easy to implement and deeply relevant to the realities of nonprofit work. Whitt’s approachable style makes the book feel like a conversation with a trusted mentor—encouraging, insightful, and grounded in experience. Packed with real-world examples and actionable strategies, it serves as a powerful road map for professionals at every level of a nonprofit organization. The content is immediately applicable, making it a valuable daily resource as well as an enjoyable cover-to-cover read. This book deserves a permanent place on the shelf of any public relations professional seeking to elevate their impact with clarity and purpose while remaining grounded in their organization’s mission and connected to the things they find most rewarding about their role." -Laurel Raimondo Martin, Ph.D., President, Junior Achievement of the Bluegrass. Inc.
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"TAKEAWAYS is a must read for any non-profit leader! Those doing PR will discover that there is so much more to what they thought they already knew AND discover new and innovative ideas. Those in leadership will understand the depth of PR and the needs of their PR Professional/Volunteer to support the overall mission of the organization." -Sarah McElfresh, Membership Chair and Web Administrator/Online Content, Association of Concert Bands
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"TAKEAWAYS is a gift to nonprofit and higher ed PR professionals, and a valuable guide for communicators in any sector. With his signature integrity, warmth, wisdom and heart, Marc distills what really matters in this book. It’s smart, relatable, and refreshingly practical. Whether you're seeking big-picture strategy or bite-sized inspiration, TAKEAWAYS is a resource you’ll dog-ear, highlight, and reach for often. Marc is a pillar of the PR profession, and this book reflects his longtime leadership and the best of what he brings to the field. I suggest picking up two copies because you won’t want to lend yours out!" -Katie Neal, ACC, Leadership Coach and Communications Consultant, Katie Neal Coaching & Consulting; President, PRSA Thoroughbred Chapter
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"TAKEAWAYS is a timely, much-needed and invaluable contribution to the public relations field. Whether you are just entering or are a seasoned PR professional, or someone in-between, Marc Whitt offers honest and thoughtful instruction based on his long, varied, and highly accomplished career. With an abundance of examples based on his experiences, Whitt’s suggestions illustrate not only how to meet your non-profit organization’s goals, but how to maximize them. Grounded in ethical considerations and ranging from storytelling to social media and AI use to leadership, donor relations and branding, to name a few, Whitt’s important work should be a required handbook for every public relations practitioner." -Kathy K. Previs, Ph.D., Lecturer, University of Kentucky and Author of 'The Rhetoric of Project Apollo: The Moon Story and Its Televised Memories'
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"Marc Whitt's book TAKEAWAYS is an excellent practical guide on nonprofit communication. The reader will find it of timeless benefit as you navigate the work and challenges of your organization that is based on integrity, transparency, honesty, and character. Read this book today and start benefitting from its pages of wisdom and experience from an outstanding leader." -D. Michael Richey, Vice President for Philanthropy & Alumni Engagement - Retired, University of Kentucky
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"In TAKEAWAYS, Marc Whitt continues to build on the foundation he established with his two previous books —When In Doubt, Make Applesauce! and PR Lessons Learned Along The Way. As a PR professional with a quasi-governmental entity and the Executive Director of David's Legacy, a Kentucky-based nonprofit organization, I appreciate the transparency that Marc brings to the table. This book serves more as an open dialogue than a step-by-step manual. Marc invites readers to reflect deeply—prompting thoughtful questions about yourself, your organization, and the mission you serve. Nonprofits are often misunderstood and misrepresented in today's media landscape. Marc understands this and seeks to remedy this with a straightforward approach for the organization facing just about any situation. Marc recognizes that at the heart of Public Relations is the word "relations"—emphasizing the importance of building genuine, trust-based connections with people. In TAKEAWAYS, Marc not only shares hard-earned insights and lessons from his years in the field, but also challenges us—as fellow PR professionals—to reflect on our own experiences and begin building a list of takeaways to share with the next generation." -R. Travis Shortt, Director of Public Relations and Events, London-Laurel County Tourist Commission, and Executive Director, David's Legacy
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"Masterfully written, TAKEAWAYS provides a clear and thoughtful roadmap to success for any nonprofit professional seeking to lead with a renewed purpose and a heart for serving the greater mission. While the author's lengthy career history speaks for itself, he generously offers key 'takeaways' from learned experiences while celebrating and even encouraging future technologies to ensure a timeless and educational public relations resource for years to come. The final chapter will leave you reflective and wanting more. Like an old friend, TAKEAWAYS is sure to become a constant companion in my library of most recommended professional literary works." -Colleen E. Spencer, President and CEO, Richmond (Kentucky) Chamber of Commerce, Inc.
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“TAKEAWAYS is the most essential public relations reading I’ve seen in years – not only for communicators in nonprofit organizations but also any communicator entering the field of strategic communication in general and undertaking that challenging journey of rising through the ranks. My favorite may be Chapter 19, 'Ethical Standards of the PR Professional,' because it strikes at the core of what separates the heart and soul of true professional care, as differentiated from the mechanics of data-driven decision-making. Throughout this highly practical and engaging book, Marc Whitt captures the fiduciary spirit of what communicators must embody in their life’s work. These values permeate each chapter – which is not surprising, because those values embody who Marc is, himself, as a professional, a servant-leader, and a friend to all in the PR industry." -Mary Beth West, Senior Strategist, Founder of The #PRethics Community