The bones are the same: an exploratory analysis of authentic communication with LGBTQ publics

Abstract

Purpose

The purpose of this work is to identify the components of authentic communication with LGBTQ publics and to examine if there is a difference in what constitutes authentic communication for LGBTQ publics compared to other publics.

Design/methodology/approach

We conducted in-depth interviews with professionals who both identify as LGBTQ and are instrumental in developing content targeted to this public.

Findings

Authenticity is synonymous regardless of the target public; however, differences emerge in the manifestation of authenticity with historically marginalized groups, like LGBTQ publics.

Practical implications

Practitioners working with historically marginalized communities need to make sure they are walking the walk, not just talking the talk.

Social implications

Authentic communication arises from an organization's broader holistic commitments to diversity, equity and inclusion.

Originality/value

The insights derived by our participants are unique, as they are perspectives traditionally “written out” of research.

Citation

Ciszek, E.L. and Pounders, K. (2020), "The bones are the same: an exploratory analysis of authentic communication with LGBTQ publics", Journal of Communication Management, Vol. 24 No. 2, pp. 103-117. https://doi.org/10.1108/JCOM-10-2019-0131