This paper analyzes nonprofit public relations and its relationship to development communication. It evaluates previous attempts to integrate the two fields for development purposes. The author then offers an alternative approach, a so-called public relations for community development (PRCD) model.
The PRCD model is then tested in the form of a case studyùincluding digitally recorded video interviews and observationùon Warm Heart Worldwide, Inc. (WHW), an American-founded and operated nongovernment organization (NGO) in Phrao District, northern Thailand. The study aims to identify which elements of the PRCD approach WHW adheres to, and perceived efficacy of community development as a result.
The data suggest that although WHW does maintain an underlying PRCD philosophy, it does not implement public relations practice as outlined in PRCD. In addition to the paper, the audio-visual data have resulted in a video titled Public Relations for Community Development: Warm Heart Foundation in rural northern Thailand
.","abstract_html":"<p>This paper analyzes nonprofit public relations and its relationship to development communication. It evaluates previous attempts to integrate the two fields for development purposes. The author then offers an alternative approach, a so-called public relations for community development (PRCD) model.</p><p>The PRCD model is then tested in the form of a case studyùincluding digitally recorded video interviews and observationùon <em>Warm Heart Worldwide, Inc. (WHW)</em>, an American-founded and operated nongovernment organization (NGO) in Phrao District, northern Thailand. The study aims to identify which elements of the PRCD approach <em>WHW</em> adheres to, and perceived efficacy of community development as a result.</p><p>The data suggest that although <em>WHW</em> does maintain an underlying PRCD philosophy, it does not implement public relations practice as outlined in PRCD. In addition to the paper, the audio-visual data have resulted in a video titled <em>Public Relations for Community Development: Warm Heart Foundation in rural northern Thailand</em></p>.","abstract_has_math":false,"creators":["Mitchell, A. Chase"],"institution":null,"degree_name":"MA (Master of Arts)","degree_level":"Thesis - unrestricted","degree_discipline":"Communication, Professional","degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2012,"date_issued":"2012-05-05T07:00:00Z","date_published":"2012-05-05T07:00:00Z","updated_at":"2026-07-24T02:20:31Z","subjects":["International Development","Intercultural Communication","Nongovernment Organization","Nonprofit Public Relations","northern Thailand","Policy Design, Analysis, and Evaluation","Public Affairs, Public Policy and Public Administration","Social and Behavioral Sciences"],"languages":[],"rights":["Copyright by the authors."],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://dc.etsu.edu/etd/1422","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:creator","label":"Author","values":["Mitchell, A. Chase"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.issued","label":"Date","values":["2012-05-05T07:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["Communication, Professional"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis - unrestricted"]},{"key":"thesis:degree_name","label":"Degree Name","values":["MA (Master of Arts)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["International Development","Intercultural Communication","Nongovernment Organization","Nonprofit Public Relations","northern Thailand","Policy Design, Analysis, and Evaluation","Public Affairs, Public Policy and Public Administration","Social and Behavioral Sciences"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["Copyright by the authors."]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://dc.etsu.edu/context/etd/article/2615/viewcontent/MitchellA042112f.pdf","https://dc.etsu.edu/etd/1422"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["This paper analyzes nonprofit public relations and its relationship to development communication. It evaluates previous attempts to integrate the two fields for development purposes. The author then offers an alternative approach, a so-called public relations for community development (PRCD) model.
The PRCD model is then tested in the form of a case studyùincluding digitally recorded video interviews and observationùon Warm Heart Worldwide, Inc. (WHW), an American-founded and operated nongovernment organization (NGO) in Phrao District, northern Thailand. The study aims to identify which elements of the PRCD approach WHW adheres to, and perceived efficacy of community development as a result.
The data suggest that although WHW does maintain an underlying PRCD philosophy, it does not implement public relations practice as outlined in PRCD. In addition to the paper, the audio-visual data have resulted in a video titled Public Relations for Community Development: Warm Heart Foundation in rural northern Thailand
."]},{"key":"dc:title","label":"Title","values":["An Audio-Visual Ethnographic Case Study of International, Rural, Nonprofit Public Relations Geared Towards Sustainable Development"]}]}],"canonical_facts":{"dc:creator":["Mitchell, A. Chase"],"dc:date.issued":["2012-05-05T07:00:00Z"],"dc:description.abstract":["This paper analyzes nonprofit public relations and its relationship to development communication. It evaluates previous attempts to integrate the two fields for development purposes. The author then offers an alternative approach, a so-called public relations for community development (PRCD) model.
The PRCD model is then tested in the form of a case studyùincluding digitally recorded video interviews and observationùon Warm Heart Worldwide, Inc. (WHW), an American-founded and operated nongovernment organization (NGO) in Phrao District, northern Thailand. The study aims to identify which elements of the PRCD approach WHW adheres to, and perceived efficacy of community development as a result.
The data suggest that although WHW does maintain an underlying PRCD philosophy, it does not implement public relations practice as outlined in PRCD. In addition to the paper, the audio-visual data have resulted in a video titled Public Relations for Community Development: Warm Heart Foundation in rural northern Thailand
."],"dc:identifier":["https://dc.etsu.edu/context/etd/article/2615/viewcontent/MitchellA042112f.pdf","https://dc.etsu.edu/etd/1422"],"dc:rights":["Copyright by the authors."],"dc:subject":["International Development","Intercultural Communication","Nongovernment Organization","Nonprofit Public Relations","northern Thailand","Policy Design, Analysis, and Evaluation","Public Affairs, Public Policy and Public Administration","Social and Behavioral Sciences"],"dc:title":["An Audio-Visual Ethnographic Case Study of International, Rural, Nonprofit Public Relations Geared Towards Sustainable Development"],"thesis:degree_discipline":["Communication, Professional"],"thesis:degree_level":["Thesis - unrestricted"],"thesis:degree_name":["MA (Master of Arts)"]},"updated_at":"2026-07-24T02:20:31Z"}