Relationship building in health public relations: A case study of an NGO’s HIV/AIDS programme in Ethiopia

This in-depth case study of an Ethiopian anti-HIV/AIDS health communication project suggests that the use of relational strategies by non-profits/NGOs in health public relations and health communication endeavours is beneficial. Specifically, this article evaluates the HIV/AIDS programme at its halfway point, with a goal to identify and use the lessons learned not only to provide guidelines for future work by this NGO and improvements in the district where the project was initiated, but also as a framework that would enable the programme’s expansion to other areas of the world and other humanitarian aid projects.