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Tips for Reaching Diverse Communities: Be Ethical, Strategic and Authentic

May 1, 2014

When you are striving to authentically reach diverse audiences, the key is to know how community members refer to themselves.

In the case of lesbian, gay, bisexual, transgender and queer individuals, the “LGBTQ” acronym is used as a catchall term by PR firms, niche traditional and social media outlets, activist organizations, academics, and others.

But the meaning of words changes over time, and simultaneously, any community’s preferred self-referent terminology changes as well.

Do your research, and follow these steps to begin the process.


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Laurie M. Phillips, Ph.D. Laurie M. Phillips, Ph.D., is assistant professor of public relations in the School of Journalism and Communication at the University of Oregon. Her research centers on strategic communication and LGBTQ audiences.

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