There is no single theory that guides the strategic public relations practice. Instead, multiple theories should guide you and explain why some strategies and tactics are appropriate in some situations and not others.
For your individual work, read the summary below and answer the question.
Nonprofits often have a difficult time keeping their causes and profiles in the news, since the news agenda changes constantly. The American Humane Association (AHA) is one of the nation’s oldest nonprofits and recently engaged in strategic planning to revive its image and to meet a major communication challenge.
Research how and why the AHA refreshed its brand
Explain which theory played a part in the PR planning and implementation of its new campaign, and how it was applied.