Nonprofit communication in the social media age: a study of communication and activism on Twitter
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[ACCESS RESTRICTED TO THE UNIVERSITY OF MISSOURI AT AUTHOR'S REQUEST.] This study uses a summative textual analysis to examine nonprofit communications on Twitter, in an attempt to discover what kind of strategic communication or public relations strategies nonprofits are using to contribute to social causes on Twitter. The study analyzes tweets from four different organizations: Amnesty International, the Human Rights Watch, the Center for Reproductive Rights, and the ASTRA Network. It specifically looks at the way they reacted during the recent prochoice protests in Poland known by the hashtag #CzarnyProtest. The research questions are: 1) How do nonprofit organizations engage in social activism? 2) What strategic communication strategies do nonprofit organizations use on Twitter while they are engaged in an event such as a social protest? 3) How did the organizations advocate successfully for the social cause, and yet remain in good standing with the local government? Results show that expressing solidarity has become a well-recognized strategy, and they remained in good standing by only using legal means to advocate for the cause. Keywords: nonprofit organizations, strategic communication, public relations, Twitter
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