This abstract is summarized by IPR from the original article published in the Journal of Communication Management.
Dr. Erica Ciszek and Dr. Kate Pounders identified the components of authentic communication with LGBTQ publics and examined potential differences in what constitutes authentic communication for LGBTQ publics compared to other publics.
In-depth interviews were conducted with professionals who identify as LGBTQ and are instrumental in developing content targeted to this public.
The researchers discovered that authenticity is synonymous regardless of the target public, but difference emerge in the manifestation of authenticity with historically marginalized groups, like LGBTQ publics.
One major implication for the public relations industry which emerges from this study is that practitioners working with historically marginalized communications need to make sure they are taking action, not just talking the talk.
Read the full study to see how LGBTQ professionals perceive communication that is targeted toward them.