Fleishman-Hillard has launched FH Out Front to grab a piece of what it views as the "untapped" gay/lesbian communications market.I'm not sure what is sadder statement of the state of PR: that FH felt that it needed to start a BGLT practice (bisexual, gay, lesbian, transgender - actually, not sure if transgender is covered by FH Out There) or that PR has become so gentrified that that it's unable to incorporate different ethnicities and sexualities into a "mainstream" PR program?
Ben Finzel, who co-chairs the group from Washington D.C., told O'Dwyer's that the Omnicom unit has experience in creating gay/lesbian PR campaigns.
Kodak's multicultural push has a gay/lesbian component, while F-H's work for Ontario's Ministry of Tourism had a gay friendly element. The Ontario campaign resulted in a nice story in the Washington Post, said Finzel, who leads the practice with Phillip Sontag in San Diego.
Finzel said FH Out Front will launch a pro bono campaign early next year for the New York and D.C. chapters of PFLAG (Parents, Families and Friends of Lesbians and Gays).
FH estimates the buying power of the gay/lesbian, bisexual and transgender market is $450 billion, and believes the size of that market could represent 10 percent of the U.S. population.
Finzel, citing a survey just released by FH, expects little backlash from F-H's outreach to the gay/lesbian community. A poll, conducted by Opinion Research Corp., found that 81 percent of respondent's don't care if a product they regularly use is also pitched to gays/lesbians. Ten percent of the respondents would be less likely to purchase the product.
Sixty-five percent of respondents say it doesn't matter if a new product is also promoted to gays/lesbians, while 24 percent would be less likely to buy the new item.
More than three-quarters (76 percent) of the respondents know somebody who is gay or lesbian, while 22 percent know only "straight" people.
The new practice also includes a dozen FH staffers in New York, Chicago, Kansas City, St. Louis, and San Francisco.
It's funny (or sad) - I had this conversation with Robert French at Auburn, how public relations should not be just about your own group, that it's being able to pitch to any demographic. He titled his piece "Cultures ... ours isn't the only one ..." but apparently this idea hasn't made it out to the agencies yet. This is also the same conversation I had with Ben Silverman at PR Fuel - Don't Ignore the Melting Pot.
When pitching a client or product, how hard is it for the PR team to be able to generate story ideas for different segments: the gay community, the African-American community, the Hispanic community, etc?
Just a thought for the industry - when pitching, how about going beyond the same old mainstream media? It's not a reach.
But, if this is the new trend, what's next in PR? Agencies starting out segmented practices targetting the BGLT communities, the African-American community, the Jewish community, the Catholic community, ad naseum? If so, I have some great naming ideas for different agencies: POP! PR Q&H (for Queer and Here) or POP! PR La Raza (for Hispanic PR) or POP! PR Mitzvah (for the Jewish Community) or POP! PR ... well, you get the idea.
We already see Hispanic divisions being set-up, which miss the bigger picture - there is no Hispanic community that can be whitewashed for marketing. What sells to the Puerto Rican community does not work for the Mexican community or the Columbian, Ecuadorian, Cuban, communities. If you get right down to it, there are different dialects and idiosyncrancies between the Spanish of each country.
The other part of the story that needs to be addressed is that, well, people lie in polls. While the people in the polls said that they will not boycott or avoid products, the fact is that Disney gets boycott threats for its same-sex benefits policy, as well as the Gay Pride days at the park, and Disney is not the only corporation to get boycott threats.
Does an agency need to create separate divisions to reach out to diverse communities? I certainly hope not, as that should be part of an overall PR strategy.
It's like agencies jumping on the blog bandwagon and now opening up online communications divisions that only pitch online media. Does this mean that your agency ignored the online news sources and message boards? If so, what a great disservice to the clients.
POP! PR has experience with diverse communities - was involved with MeCHA, MAC, friend of BGALA, Hillel at Arizona - and is able to put together pitches for different communities - does this mean I should split up the company into separate divisions, or just be able to offer a cohesive program.