News & Insights

To authentically advocate for the LBGTQIA+ community, it seems disingenuous to promote values widely in June and ignore them the rest of the year. Donating to LGBTQIA+ organizations or amplifying individual stories are actions you can take year round.

COLOGNE – It’s no secret that consumers expect companies to offer a view on LGBTQIA+ issues during Pride Month – nor is it a surprise that some PR strategies in this area have backfired. But what should companies consider if they want to signal genuine support and deliver a thoughtful PR strategy in this area? And why should these considerations extend beyond campaigns explicitly focused on diversity?

Resources, culture of learning from mistakes, and genuine support

Communication is a key component of driving Diversity & Inclusion engagement within a company. But Pride campaigns that are not carefully planned may be ineffective or even face accusations of tokenism, pinkwashing or rainbow-washing. Here are three key points to consider during the conception of such campaigns:

1. Allocate enough time and resources to…

…educate yourself and others about the significance, language, and topics of the LGBTQIA+ community, as well as the challenges they face.
…consider the diversity of the individuals involved in the PR campaign, their own experience or affiliation with the addressed communities, and contemplate bringing external people on board.
…evaluate how LGBTQIA+ friendly the campaign’s advertising partners are.

2. Establish a constructive culture of learning from mistakes and remain open to significant adjustments to your campaign…

…not only during the conception phase but also throughout the campaign by listening to and responding to feedback using data driven evaluation tools, sentiment and impact assessments.

3. Provide genuine support…

…for instance, by donating proceeds from the campaign to LGBTQIA+ organisations.
…in the company’s day-to-day values and actions.

Why considering these issues is meaningful in PR strategies not directly related to diversity

To authentically advocate for the LBGTQIA+ community, it seems disingenuous to promote values widely in June and ignore them the rest of the year. Donating to LGBTQIA+ organisations or amplifying individual stories are actions you can take year round.

But it’s not just that: Diversity competencies are crucial in every single campaign, especially where multiple stereotyping may affect your audience. Where and how different identities show up in PR campaigns can play a role in countering — or confirming — stereotypes. That’s why it is essential for strategists to not only ensure the representation of various identities in their campaigns but also to develop an awareness of how they are depicted. Reproducing stereotypes through clichéd phrases or stock images is never beneficial, neither for your campaign nor for those who see it. The use of AI for your campaign materials may also come with potential pitfalls here too: AI often reproduces what it has been fed with, which is the past more than the present. Adjust your prompts to make the outcome more diversity sensitive.

Mastering the balancing act in Diversity-PR and LGBTQIA+ campaigns is not an easy task. However, companies can only create a powerful impact with their PR campaigns if they start from a place of authenticity and work to incorporate the realities of different marginalised communities.

Contact

Anna Heydenreich, Consultant at BOLDT: [email protected]

Marius Bienias, Senior Consultant at BOLDT: [email protected]