EDITORIAL: Recognising minority value

While the US spawns an increasing number of minority-oriented agencies, the UK now has its first PR outfit dedicated to the gay and lesbian market.

While the US spawns an increasing number of minority-oriented

agencies, the UK now has its first PR outfit dedicated to the gay and

lesbian market.



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

certainly benefit.



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