Date of Award

Spring 5-16-2019

Degree Type


Degree Name

MA Public Relations


Communication and the Arts


Kristen Koehler, Ed.D.

Committee Member

Ruth Tsuria, Ph.D.

Committee Member

Renee Robinson, Ph.D.


nonprofit performing arts centers, public relations, social media, engagement Information-Community-Action, engagement


With the NEA in jeopardy under President Donald Trump, nonprofit performing arts centers need to connect with potential donors now more than ever. Yet little research has been done into how venues should accomplish this. This project attempted to remedy that by analyzing what types of messages six nonprofit performing arts centers in the New York metropolitan area posted on Facebook and Twitter over a one-week period and which kinds of messages online audiences engaged with the most. Using the results, the study proposed seven recommendations public relations staff members can use to enhance their social media efforts and build strong relationships with patrons.