LGBT LITERATURE REVIEW

The LGBT Community and Public Relations

Jason Krobatsch
PR Capstone: 4453-01
Professor Lorra Brown
January 25, 2015

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Introduction

The lesbian, gay, bisexual and transgender (LGBT) community is complex. The acronym
has grown over the years, including other identities such as questioning, intersex, asexual and
ally. Add a variety of sub communities within each group, and you have a diverse and complex
set of individuals. The LGBT community spans all genders, races, ages, sexes and every other
demographic. Queer is sometimes used as an umbrella term to include the entire community or
smaller sub communities. While it is not accepted by all, it is slowly gaining popularity within
the LGBT community as a reclaimed term. LGBQ will be used by some researchers throughout
this review, but generally refers to the same LGBT population.
The goal of this paper is to provide a framework for understanding the LGBT community
and how public relations professionals can work for or with this population. Since the LGBT
community is so expansive, it is difficult to communicate effectively to everyone. However,
there are some basic guidelines for addressing the LGBT community. To discover these, one
must evaluate the structure of the LGBT community and how the community functions as a
whole.
The LGBT community could be a large target audience for public relations professionals.
If a celebrity or company executive says something offensive about the LGBT community, the
public relations department may have to issue an apology or do damage control. Some
companies may also publicly come out in support of the LGBT community. This could be done
by publishing a press release, by including LGBT families/couples in advertisements, or by
backing social and political campaigns supporting the LGBT community. Companies may try to
reach the LGBT community as a target group or untapped audience. While the LGBT
community is often referred to as a whole, specific subsets may be targeted for more specific
public outreach.
History
In recent history, LGBT people have faced discrimination on multiple levels. For
example, in 1953, a federal law prohibited homosexuals from holding a public office (Nadal,
2013, p. 20). In the 1980s, the HIV/AIDS epidemic lead to increased negative stigma towards the
LGBT community, especially gay men. Although this virus has nothing to do with sexuality, it
was first largely seen in gay and bisexual men (Nadal, 2013, p. 22). Wide-scale discrimination in
the United States was even seen as recently as 1993, when the Clinton administration instituted

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Dont Ask, Dont Tell, which prohibited openly lesbian, gay, bisexual or transgender
individuals from serving in the military. In 1996, the Defense of Marriage Act defined spouse
to refer strictly to heterosexual couples.
In recent years, public acceptance of the LGBT community has been on the rise.
Although discrimination still exists, laws have been enacted to protect the LGBT community. In
2009, a federal law was enacted to protect LGBT individuals from biased related crimes (Nadal,
2013, p. 24). Similarly, many states in the United States have established laws allowing same-sex
marriages. In 2013, the Defense of Marriage Act was repealed, paving the way for larger
acceptance of same-sex marriage. While these laws have raised some controversy, lawsuits
against the laws generally end favorably for the LGBT community. In June 2015, the Supreme
Court will hear a case for marriage equality for the entire United States.
Demographics
Although numbers vary, it is generally accepted that lesbian, gay, bisexual and
transgender individuals make up around 4% of the population. This number comes as a result of
several studies. A 2012 Gallup poll surveyed 120,000 adults and found that 3.4% of respondents
said they identified as lesbian, gay, bisexual or transgender (2012). This same Gallup poll found
that more people identified as lesbian, gay, bisexual or transgender in the East (3.7%) and the
West (3.6%) than in the Midwest (3.4%) and the South (3.2%) (2012). This likely has to do with
the political and social climate in the Midwest and South. A survey by The Williams Institute at
UCLA found that 3.8% of Americans identified as lesbian, gay, bisexual or transgender (Gates,
2011, p. 1). This estimate would mean that approximately nine million Americans identify as
lesbian, gay, bisexual or transgender. This is similar to the population side of New Jersey (Gates,
2011, p. 1).
Similarly, 8.2% of Americans report they have engaged in some type of same-sex sexual
activity and 11% report having some type of same-sex sexual attraction (Gates, 2011, p. 1).
These numbers are important, because they show how difficult it is to determine the exact size of
the LGBT community. Some people may engage in same-sex sexual activity but not identify as a
member of the LGBT community. These numbers are responsible for old estimates that LGBT
people made up approximately 10% of the population. Researchers have since learned that samesex sexual activity and identification as lesbian, gay, bisexual or transgender are not the same
thing.

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Income and poverty rates for lesbian and gay people are difficult to track. Data analysis
from The Williams Institute summarized this data well. [Research] shows that
same-sex couples living in large metropolitan areas are at a lower (for men) or equal (for
women) risk of poverty than those in married different-sex couples. But living outside of large
cities (for women) and large or medium-sized cities (for men) increases the risk of poverty
compared to people in married couples (Badgett, 2013, p. 12). There are many theories as to
why lesbian, gay and bisexual people may see different earning potentials. Because of the
complexity, this data should be researched based on each campaigns target audience. However,
some variations to keep in mind include:
-Some LGBT people take a lower paying job for a more accepting workplace
environment
-Less LGBT couples have children than heterosexual couples (Kurtzleben, 2013)
-Lesbian and bisexual women without children spend more time in the workforce,
leaving more time for advancement (Kurtzleben, 2013)
-Location plays a part in comfortable living environments for LGBT people as well as
income levels
Still, the LGBT community had an estimated buying power of $712 billion in 2010, with
those numbers expected to rise (Morrissette, 2010, p. 50). Public relations outreach to LGBT
consumers can be beneficial, but not all LGBT consumers are as well off in rural areas.
It is important to note that gay and bisexual men, lesbians and transgender people are
more likely to use alcohol, cigarettes and drugs and have a higher rate of substance abuse
(Centers for Disease Control and Prevention, 2013). This information can be useful depending
on the product or purpose for a specific public relations campaign.
A Pew Research Center poll found that 51% of Americans favor legalizing same-sex
marriage (2013). This shows a large amount of the country supports the LGBT community.
Although these supporters, also known as allies, may not behave or purchase in the same
manner, effectively communicating to these people who support LGBT family or friends could
prove beneficial.
Inclusive Language
For a company to effectively communicate to and work with the LGBT community, those
communicating must understand how to use proper terminology. Using improper language can

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be inflammatory and send the wrong message. This miscommunication leads to

microaggressions towards the LGBT community. Microaggressions are generally characterized
as brief, daily assaults on minority individuals, which can be social or environmental, verbal or
nonverbal, as well as intentional or unintentional (Balsam, Molina, Beadnell, Simoni &
Walters, 2011, p. 163). Researcher Kevin Nadal identified seven themes of how
microaggressions towards the LGBQ (lesbian, gay, bisexual or queer) community may be seen:
(a) assumption that sexual orientation is the cause of all presenting issues, (b) avoidance and
minimization of sexual orientation, (c) attempts to over identify with LGBQ clients, (d) making
stereotypical assumptions about LGBQ clients (e) expressions of heteronormative bias, (f)
assumption that LGBQ individuals need psychotherapeutic treatment, and (g) warnings about the
dangers of identifying as LGBQ (2013, p. 51).
There are many ways microaggressions can occur, but examples make this concept more
tangible. They may include:
-Asking someone when they chose to be gay
-Showing advertisements with only heterosexual couples
-Asking a lesbian if she has a boyfriend
-Assuming a bisexual man is straight if he is currently dating a woman
-Referring to a transgender person with the wrong pronouns
While it may seem overwhelming to avoid microaggressions, they often do not all occur
at the same time. By learning about the LGBT community and becoming conscious of their
needs, microaggressions will become reduced. When a public figure makes a comment that
offends the LGBT community, it is often a microaggression. Public outcry will usually call the
offence into question. It can be caused by a misuse of words or an uneducated comment.
Depending on the severity of the situation, the public relations department or public figure may
apologize or make an effort to work more closely with the LGBT community. Language is
always changing, but public figures and public relations professionals need to be updated in
order to remain inclusive.
LGBT Neighborhoods
LGBT neighborhoods are known areas in major cities with a high concentration of LGBT
residents and visitors. Researchers found four main components that make up an LGBT
neighborhood in major cities: a historical connection, a business concentration, a residential

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component, and a visual LGBT landscape (Barr, 2014, ii). This is important to understand for
business and promotional purposes. These spaces may change over time. In Manhattan, Chelsea,
the original LGBT neighborhood, is slowly fading as Hells Kitchen rises with a plethora of new
LGBT owned and themed businesses. While pride flags and gay bars may be seen, many
mainstream businesses still fill the blocks of Hells Kitchen. LGBT people will patronize
businesses in these areas, so businesses in these gayborhoods may want to consider keeping an
open approach when attracting and communicating with customers.
The LGBT community can be broken down into many subcultures. For instance, the gay
community is broken down into different interest groups based on age, body type and other
interests (Barr, 2014, p. 73). This has a large influence when working with bars and clubs.
Certain bars and clubs attract different demographics of LGBT people. These can even vary by
night. The bars and clubs are aware of these audiences and communicate accordingly. Businesses
show they are LGBT friendly is different ways. Some have multiple, large flags, while others
have a small sticker on the door. Some do not publically show any LGBT symbols. Others do so
through artwork or advertising (Barr, 2014, p. 78). Most LGBT oriented bars can easily be found
online through a directory or company website.
Business outreach at a bar may be an easy way to target the LGBT community, but it is
important to remember how this could be interpreted by the public. Since the LGBT community
has a higher rate of substance abuse, companies should tread carefully. For example, Absolut
vodka has been creating ads targeting the LGBT community for 30 years. In recent years, they
have had bottles labeled with the LGBT pride colors, as well as a blank bottle, for their no
labels campaign. For some, it may seem like Absolut is taking advantage of higher substance
abuse rates in the LGBT community. However, Pernod Ricard, Absoluts parent company,
receives a score of 90 out of 100 for the Human Right Campaigns Buyers Guide. There are
likely many reasons Absolut has campaigns to target the LGBT community. But, this sits well
with people because the company treats LGBT employees fairly and equally.
Another way to reach the LGBT community in physical spaces is through LGBT Pride
parades. In 2009, over six million people attended a Pride parade in 110 cities in the United
States (McFarland, 2012, iii). These often take place throughout the month of June, but may vary
by city. Participating in these parades is one way to gain recognition as a progressive and LGBT
friendly company. In 2014, companies such as TD Bank, Chipotle and Wells Fargo participated

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in New York Citys parade, along with many others. A strong, visual presence is one way for a
company to show their support for LGBT equality and attract new customers. However, they
must make sure their actions and language are equally inclusive.
LGBT Public Relation Effects
Researchers suggest that diversity in public communication materials creates a more
welcoming environment and sense of diversity, regardless if this diversity actually exists
(Cunningham & Melton, 2014, p. 38). This led to signaling theory, which proposes that
consumers of information receive signals based on the information they view, whether it
accurately depicts the organization or not. Businesses can use this to their advantage by
promoting a future vision of their company (Cunningham & Melton, 2014, p. 39). For example, a
business may feature a group of employees of various racial backgrounds on their website in
order to attract a wider range of prospective employees or customers. Cunningham and Melton
decided to take this to the next level to see if it applied to LGBT diversity and how this affected
the general public.
The study presented four different flyers for a gym to a group of 200 college students.
Some included a statement acclaiming the gyms dedication to LGBT inclusivity. One included a
rainbow flag. Other flyers did not include LGBT inclusive statements. The study concluded that
viewers found the flyers with LGBT inclusive information to be an accepting environment for
multiple minority groups, including race, fitness level and sexual orientation. Additionally, the
study found that women were more likely to want to join the gym with the LGBT inclusive
information and men were neither more nor less likely to want to join the gym with the LGBT
inclusive information (Cunningham & Melton, 2014, p. 44). This result goes against the notion
that LGBT support may be damaging in male-dominated environments, such as a gym. The most
important result of this study was that showing LGBT inclusivity extended a sense of an
inclusive environment to minority groups beyond the LGBT population. Although studies on
race and diversity have been explored, this is the first known study to explore the connection
between LGBT inclusivity and diversity within other minority groups. This study is limited
because it only applies to younger people in one specific area. However, it shows supporting
LGBT consumers can have benefits extending far beyond people in the LGBT community.
The Human Rights Campaign, a large LGBT equality organization, suggests the
following tips to be inclusive in LGBT promotions, based on recommendations from the

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Commercial Closet Association: Be inclusive and diverse, be sensitive to LGBT stereotypes, do

good market research, go national, be consistent and confident (2007). They also recommend
openly lesbian, gay, bisexual or transgender spokespeople, same-sex couples showing physical
affection and same-sex couples in everyday situations. Since it is difficult to visually show
bisexual individuals, they recommend keeping it ambiguous and use text or graphics to reference
bisexuality (Human Rights Campaign, 2007).
Market analysts noticed the suggested trends became integrated to promotional materials.
Moss Bros decided to take a fresh approach to weddings and include same-sex couples in their
press materials (Sebastian, 2014). Similarly, VisitBritain, a United Kingdom based travel
company, recently launched its Love is GREAT campaign, to promote US travel to the UK
(Sebastian, 2014).These two examples coincide with the standards discussed by the Human
Rights Campaign and the Commercial Closet Association.
Boycotting and Public Protests
In an age where LGBT issues are on many political agendas, corporations have slowly
started becoming key players in influencing public opinions. This started with companies placing
ads in LGBT publications. This act shows some sense of support for the community, even if it is
for advertising purposes. Recently, some companies have come out in support of LGBT rights,
most notably, Starbucks. While this is one way to gain positive attention form the LGBT
community, lack of involvement could be harmful. Moreover, pulling out of certain LGBT
initiatives could prove even more detrimental. For example, in 2005, Microsoft publically
supported a gay rights bill in Washington state. After threats of a boycott from an Evangelical
church leader arose, Microsoft changed their position on this political topic to a neutral view
(Stoll, 2009, p. 6). In turn, the LGBT community criticized Microsoft for backing down on this
hot-button political issue. In this situation, various actions could be taken and the company must
decide which steps are best for their public image and consumer base. However, consumers may
still choose to boycott. Part of this has to do with the role the company plays within the culture of
the county (Stoll, 2009, p. 8). It is impossible to initially estimate how much impact a boycott
will have on a company or cause.
One study suggests that consumers will decide to boycott based on their proximity to the
issue at hand (Hoffmann, 2013, p. 214). For example, when Guido Barilla, chairman of Barilla
pasta, said he would never feature a gay family in an advertisement, members of the LGBT

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community threatened to boycott. Since most people are not involved with the company and
there is not a large amount of loyalty with pasta brands, this boycott posed a serious threat. Also,
since LGBT rights had major media coverage at the time, these remarks and subsequent boycotts
received a large volume of media coverage. Most literature about boycotts try to define what
drives a boycott, but there are many factors, such as the strength of the inflammatory statements
and the subsequent response of the company.
Boycotts can arise from the LGBT community or anti-LGBT groups. A company must
look at its objective and see how support from either side will affect the company. Since the
LGBT community is gaining more public support, anti-LGBT boycotts may become less of an
issue. However, each company is unique and should handle instances of public dismay seriously
and within the scope of the companys mission.
Discussion
All of these texts were beneficial for learning about the LGBT community. Most
language is standard throughout, but there is always some variation. This can even be seen with
the title of the community: LGBT, GLBT, LGBQ, LGBTQ, LGBTQQIAA. Any are acceptable,
but vary depending how inclusive the organization wants to be. The longer acronym is used more
often when addressing younger activists in the community. Each work looks at the LGBT
community through the view of different academic disciplines: psychology, social science,
business, communication.
Since the LGBT community is so diverse and expansive, books tend to make more
compelling arguments because the author can discuss a concept in-depth and in various parts of
the community. Once the author has laid the groundwork for his or her research, it is easier to
follow. Journal articles and research are often very specific and focus on a small section of the
LGBT community in one area of the country. While this can be beneficial in some situations, it
is limiting and difficult to translate to different locations and other members of the community.
Many other identities intersect with LGBT individuals (age, race, gender expression, coming out
age, family relations, geographical location) so no LGBT individual is ever the same. Most
widely accepted studies are very general because the community is so unique.
LGBT trends will continue to greatly change in the coming years. With the Supreme
Court deciding to hear the case on same-sex marriage in June 2015, LGBT issues will be on the
nations mind. This ruling will focus attention on the community and the final ruling will set a

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prescient for how the US government views LGBT people and marriage equality. This will lead
to new trends and interesting research in LGBT equality and public relations tactics for this
community.

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References

Badgett, M.V. L., Durso, L. E., & Schneebaum, A. (2013). New Patterns of Poverty in the
Lesbian, Gay, and Bisexual Community. The Williams Institute. Retrieved from
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Balsam, K. F., Molina, Y., Beadnell, B., Simoni, J., & Walters, K. (2011). Measuring multiple
minority stress: The LGBT People of Color Microaggressions Scale. Cultural Diversity
and Ethnic Minority Psychology, 17(2), 163-174.
Barr, J. (2014). Welcome to the Gay-borhood: Identifying Key Characteristics of a Potential
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Morrissette, P. (2010). Market to LGBT community. American Agent & Broker, 82(7), 50-52.
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