Being heard! Understanding strategic ‘social’ communication for parent support groups in the Western Sydney region

Project summary

This research project will explore how Western Sydney-based parent support not-for-profits (NFPs) currently use social media, and utilise the findings to create specialist resources that will support them to strategically engage social media to build online communities and relationships with their stakeholders. This thesis will investigate:

  • What is contemporary strategic communication and how is it evolving in complex, digital NFP organisations who focus on supporting parents and carers?
  • How can online relationships and trust be built and sustained with parents and carers via social media for the dynamic NFP sector?
  • What framework for contemporary social media PR practice can inform and enhance NFP efforts to communicate strategically with parents and carers?

The project will employ a netnographic approach to explore this Western Sydney-based case study involving representatives from up to ten organisations. Utilising a three-pronged approach (observation, surveys, interviews) will triangulate the data and ensure local insights have global application.

Researcher

Supervisors

What does participation in this research involve?

Participation in this project involves completing an online survey which takes 7-15 minutes. You can also opt in to an online interview if you wish.

To participate in the survey, click on the image above, scan the QR code or go to: https://surveyswesternsydney.au1.qualtrics.com/jfe/form/SV_8bTWMQb7vuTXFDU

More information

For further information, please contact Vanessa Campbell

Human Research Ethics Committee approval number: H15853