the next dimension in public relations campaigns: a case study of the it gets better project
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ID: 173965
2013
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Abstract
This study examines the ways in which a campaign that is completely reliant on user-generated
content (UGC) can not only successfully engage a diverse public but also maintain value and
legitimacy while serving as the basis for motivating individuals to take action. Guided in part by the
theory of network-enabled commons-based peer production, this study posits that by crafting a public
relations campaign using authentic voice in conjunction with YouTube, public relations practitioners
can empower individuals to become active participants in advocacy campaigns for social justice or the
common good of society, thus creating unique, individual connections with their publics and
essentially empowering others to use their voices to help these campaigns reach critical mass. To
illustrate the success of such a campaign, an in-depth, critical case study of the It Gets Better Project,
is conducted.
| Reference Key |
ward2013publicthe
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|---|---|
| Authors | ;Jamie A. Ward |
| Journal | Journal of trace elements in medicine and biology : organ of the Society for Minerals and Trace Elements (GMS) |
| Year | 2013 |
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