Efficacy in practice: digital media expansion in health nonprofit public relations

Reproductive policy has become more restrictive in certain regions in the United States, particularly in recent years, affecting not only individuals but also the nonprofit organizations that provide reproductive health services, education, and advocacy. As these organizations operate within these environments, it is important to examine how they position their messaging and public relations strategies. This study conducts a comparative analysis of the Indiana Family Health Council (IFHC), Planned Parenthood, and Women4Change Indiana to evaluate differences in social media strategy, audience engagement, and message framing across Facebook, Instagram, and TikTok. 146 posts from March 1st, 2026, to April 24th, 2026, were analyzed using Rival IQ metrics and categorized by communication function. Findings indicate that while organizations share similar messaging priorities, they differ in platform use and engagement effectiveness. TikTok emerged as the most effective platform, presenting a need in IFHC’s digital strategy. Strengthened by multiple public relations and digital engagement frameworks, this study proposes a social media expansion plan centered on a TikTok campaign to increase visibility, strengthen audience involvement, and improve access to reproductive health information among younger and targeted groups.