摘要：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.
