From earned media and social & digital activations to creative integrations and powerful third-party partnerships, each element of your external communications and marketing work should be operationalized in a manner that allows you to reach and engage with the LGBTQ+ community authentically. Activating allyship that helps to uplift the LGBTQ+ community requires a consistent, unwavering commitment to these efforts 12 months a year, not just during Pride Month. While not exhaustive, this guide provides an overview of key considerations that should be top-of-mind as you plan and execute your work.
Similar to any best-practice media relations approach, building long-lasting, trusted relationships with the editorial teams at LGBTQ+ media publications and those covering related verticals is paramount. That trust also extends to your spokespeople. Companies should always prioritize offering spokespeople who can discuss LGBTQ+ topics with authority — such as those who are part of the LGBTQ+ community, as well as those who can speak to tangible action, commitments and progress — and prepare messaging that is tailored and relevant to the audience. Journalists will respect an organization that approaches them from a position of positive intent, transparency and willingness to engage, regardless of where that organization is on its journey.
From a place of trust, you’re able to communicate openly about your work supporting LGBTQ+ equality. While building this trust is a critically important component of your earned media strategy, it’s important to remember that journalists are looking for tangible actions, progress and initiatives they can cover. Meaningful work, combined with established trust with journalists, will be key to reaching your priority audience.
To learn how you can implement meaningful engagements into your external communications and marketing, contact BCW PRide.