Communicating about the rural advancement foundation international - USA: An application of organizational identity, organizational image, and the situational theory of publics to a public relations plan

This project analyzes RAFI's current communication methods and provides a plan for its communication future. I begin by giving a short overview of RAFI's structure and history to provide context to the discussion. Second, I review literature on organizational identity and segmenting publics that will illuminate the key role that communication plays in defining an organization and helping it connect with stakeholders. Finally, this project develops a public relations campaign to create a coherent and compelling way of communicating about the organization to stakeholders while working within the time and budget constraints of a small organization.