Eddy Evans, the global co-chair of FH Out Front, Fleishman-Hillard's gay and lesbian communications practice, told PRWeek that the decision in California will open up opportunities for companies, ranging from insurance firms to retailers to wedding planners, to reach out to newly-married gay and lesbian couples.
"For a lot of companies, they weren't aware [of the case] and it is something that sort of hit them," said Evans, who was reminded of the situation in Britain in 2005 when civil partnerships were legalized. "This is such a large market that hasn't been tapped into." While the PR and marketing efforts would need to be done in the right way, Evans said, "this could be an amazing opportunity and potentially lucrative." No FH Out Front clients have plans to reach out in this way just yet.
I also emailed with Leyla Farah, of Cause & Effect PR, who is working with the GLBT Historical Society:
PRWeek: How will the GLBT Historical Society be reaching out to the media in the wake of this decision?
Farah: Of course, as a nonprofit organization, the GLBT Historical Society can't become directly involved in any political activities. As we have always done, we are providing information to educate the public on the issues, and we have made staff archivists and volunteer docents available to members of the media who are interested in covering the California decision within an historic context. We are also actively collecting marriage materials and are considering an exhibit on the history of same-sex marriage.
PRWeek: What will the organization be doing online?
Farah: Our two current exhibits—which cover GLBT people who have served in our nation's military and the evolution of the participation of lesbians in Gay Pride events nationwide—highlight the impact of adversity and visibility on same-sex couples within our communities. Both of these exhibits have an online component.