While the US spawns an increasing number of minority-oriented
agencies, the UK now has its first PR outfit dedicated to the gay and
Scene, the new offering from Countrywide Porter Novelli, will help
mainstream brands tap into this lucrative market and provide counsel on
redefining their relationship with this audience.
Corporations in the US seem to have woken up to this idea already. Only
this week, United Airlines, not previously known for its enlightened
attitude, launched a campaign to woo gay and lesbian travellers. In the
UK the possibilities for issues management-led campaigns are endless.
Let’s face it, 21st century institutions lag sadly behind their citizens
in terms of enlightened attitudes.
The Church, the army, the police and the MoD, to name but a few, could