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Title from first page of PDF document. Includes bibliographical references (p. 35-39).

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 .