An Audio-Visual Ethnographic Case Study of International, Rural, Nonprofit Public Relations Geared Towards Sustainable Development

<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>.

Name thesis:degree_name

MA (Master of Arts)

Level thesis:degree_level

Thesis - unrestricted

Discipline thesis:degree_discipline

Communication, Professional

Year dc:date.issued

2012

Author dc:creator

• Mitchell, A. Chase

• 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

Statement dc:rights

• Copyright by the authors.

Repository record dc:identifier

https://dc.etsu.edu/etd/1422

OAI identifier oai:identifier

oai:dc.etsu.edu:etd-2615