Non-profits often have a difficult time keeping their, Ask an Expert

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Non-profits 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 non-profits and recently engaged in strategic planning to revive its image and to meet a major communication challenge.

How and why did the AHA refresh its brand?

Explain which theory played a part in the PR planning and implementation of its new campaign and how it was applied.

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