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