Advocacy and Amplification: Nonprofit Outreach and Empowerment Through Participatory Media

This exploratory qualitative case study examines the role of participatory media in nonprofit public relations. Through a case study of the It Gets Better Project, this research examines how nonprofit organizations can provide a platform for publics to amplify their voices and in turn how publics can work to carry forth the message of a movement. This research seeks to contribute to academic and practical understandings of online strategies used to promote advocacy and outreach for social change. The main inquiry guiding this research is an exploration of how nonprofits are using digital media strategically in ways that facilitate engagement with constituents and which empower publics to carry forth the work of an organization. This article argues that participatory media, particularly YouTube, are powerful platforms for nonprofit organizations that can function as a tool of empowerment and amplification when working with marginalized publics