Out and Strategically Loud: Opportunities, Challenges, and Risks in LGBTQIA+-related Campaigns

Abstract

This research study examines the use of LGBTQIA⁺-related campaigns in corporate strategic communication. Through 12 qualitative interviews with communications managers, the study analyzes the opportunities, challenges, and risks associated with such campaigns. It also provides an assessment and comparison of their relevance today and over the next five years. The project focuses first and foremost on the evaluation of LGBTQIA⁺-related campaigns and their impact on corporate perception, stakeholder relationships, and material resources. The conversations with communications managers from various companies also offer valuable insights into the evaluation of strategic communication in the context of increasing societal polarization and rising pressure for corporate positioning. Thus, the study not only demonstrates how the LGBTQIA⁺ community influences and shapes strategic communication, but also how strategic communication evolves in response to changes in the corporate environment. Accordingly, the research project delivers relevant findings for companies and communications managers to design effective campaigns focused on the LGBTQIA⁺ community and to maintain corporate legitimacy.