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 is one of the nation's oldest noprofit and recently engaged in strategic planning to revive its image and to meet a major communication challenge.

1= How and why did the AHA refresh its brand?

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