June is Gay and Lesbian pride month, which presents an opportunity to reflect on the significant role PR has played in both spreading awareness and changing the perception of same-sex marriage in the United States.
In March, the Supreme Court began its first major hearing of gay rights in more than 10 years with the Defense of Marriage Act. In May, the Minnesota Senate approved a bill that will make it the 12th state in the U.S. to allow same-sex marriage. If California and Illinois pass pending legislation, that number will double. Globally, France recently became the 14th country to legalize same-sex marriage for all its citizens.
Such strides do not just begin and end with politics. Recently, NBA’s Jason Collins became the first openly gay athlete in dominant pro sports, and CNN weekend Anchor Don Lemon revealed that he is gay while on air.
Regardless of your stance on the issue, the lesbian gay, bisexual and transgender (LGBT) community is growing and becoming an influential audience that businesses can no longer ignore.
The PR precautionary tale of Chick-Fil-A’s President Dan Cathy announcing the company’s anti-gay marriage stance has left many companies reeling to determine how to market and tailor their messages to gay and lesbian audiences.
To learn strategies for building a long-term relationship with the LGBT community, and communications do’s and don’ts, check out the webinar, “Targeting ‘A Dream Market’: Gaining a share of the $800 Billion LBGT Market” presented by Stephan Roth, founder and principal of Out Think Partners, a leading communications and marketing agency specializing in the LGBT market.