Social and Behavioral Sciences Commons^™

Public Relations For Prosocial Change: A Case Study Of A Nonprofit Organization's Efforts To Gain Visibility And Support For Its Cause, Kathryn J. Burnett

Theses and Dissertations

This study explores the theory of prosocial public relations as proposed by Wakefield, Burnett, and van Dusen (2011). The propositions put forth by the theory are that in gaining visibility and support for prosocial causes, an organization will engage in non-confrontational (prosocial) public relations by building up internal resources, reaching out to target publics, and making connections with those publics related to the cause. This single-case study explored the public relations and communication tactics of a nonprofit organization whose mission is to provide aid and service to the poor. A Council of the Society of St. Vincent de Paul located …