Jonathan Ochart, founder and CEO at The Postcard Agency:

1. Why are they doing it? “Does your client want to announce a new product or service specifically designed for the LGBTQIA+ community, raise awareness and take a stand around LGBTQIA+ related issues, or make a quick buck by capitalising on the community's spending power? If it’s the latter, you may want to steer them in a different direction altogether unless they’re willing to start supporting the community in meaningful ways. Performative messaging can easily backfire, damaging your client’s reputation and bottom line.”

2. Can they do it? “If you secure a media opportunity for your client, they must be able to speak to LGBTQIA+ related news, issues and topics with sensitivity, grace and confidence. Provide them with literature, resources, news clips and talking points to help them prepare for interviews. Better yet, work with your client to see if an LGBTQIA+ person on their team can serve as a company spokesperson for the campaign. Quotes from another member of the community are more likely to resonate with LGBTQIA+ audiences. Only approach colleagues who are publicly out with this opportunity, however. Outing someone is harmful and unacceptable.”

3. Can they show it? “Talk is cheap, and audiences can see right through performative statements. Question what steps they take in the workplace, if it's inclusive and if they volunteer for any key organisations.”

4. Can they prove it? “Selling Pride-related merchandise focuses more on profits than people. Instead, work with your client to source products from LGBTQIA+ businesses and mention those businesses during interviews, which will make a meaningful difference for the community. It’s easy to collaborate with and donate to key organisations, donating profits made during LGBT+ History Month is a simple way to affirm support.”

Felix Leach, account director at Thinking Hat PR: "Working in comms, I have the conversation about how to best help the businesses and leaderships I work with navigate LGBT+ History Month. What used to be a well-intentioned celebration has turned sour as groups seek to politicise and demean the moment to show allyship for some of our marginalised communities. And while there’s more reason than ever to show support for our LGBTQIA+ colleagues, friends and the wider community, it's time to leave rainbow flag branding changes behind. Performative allyship is outdated and detrimental, and can have a negative impact on the brand. My advice to clients is this – only comment or create campaigns if there is momentum behind them. 

"A great example I’d give for true allyship is Amazon's affinity group Glamazon, which started as an email chain in 1999. It has now grown into an official global network with tens of thousands of members. Thinking Hat PR helped them plan an LGBT reading roadshow, in which Glamazon members took diverse reading material to students around the country in a bid to educate and create a more inclusive society. 

"Clients should also take note of ongoing change in the movement. As a cis white male, it's important to educate yourself constantly to be the best ally possible, and to give the best advice you can to clients. The Glamazon group rebranded to move away from a specific focus on gay and lesbian to include all in the LGBTQIA+ community. But, If you have nothing consequential to add, leave it to those that do, and build plans to become more meaningful allies moving forward. As a cis white male, it's important to educate yourself constantly to be the best ally possible, and to give the best advice you can to clients."

Aby Hawker, founder and CEO at TransMission PR: "The current political climate in the United States presents potentially devastating challenges for the LGBTQ+ community, from restrictions in access to gender affirming care, to renewed debates around marriage equality. These shifts are creating ripples that stretch far beyond American borders.

"Recent policy changes and rhetoric have raised questions about equal rights and access to services based on identity and personal expression. This has been amplified by a complex media landscape where misinformation can spread rapidly, influencing public opinion and justifying discriminatory attitudes. The recent scaling back of corporate DEI initiatives and changes in social media moderation policies have further complicated these dynamics. While these developments originate in the US, history shows that such significant policy shifts often influence global perspectives and legislation. The interconnected nature of our world means that changes in one major democracy can have far-reaching implications.

"However, alongside these challenges, there is a powerful counter-movement that exists which is grounded in inclusion, understanding, and compassion. Though these positive actions may lack the media attention they deserve, their impact is no less transformative. As PR professionals, we have a unique opportunity and responsibility  to help organisations demonstrate a meaningful commitment to inclusivity. This goes far beyond surface-level and fleeting engagement with awareness months or Pride celebrations (though visibility during these times has a part to play). It requires the development of comprehensive strategies that embed inclusive practices into every aspect of operations and communications, all year round.

"The path forward demands more than passive observation, temporary measures or virtue signalling once or twice a year. Organisations must take concrete steps to create welcoming environments for all, backed by clear policies and actions that demonstrate their values. This work requires sustained effort, authenticity, and a willingness to engage with complex social issues in meaningful ways. The future of inclusive practice depends not only on how we respond when everyone is looking, but what we do behind closed doors."

Liam O’Brien, senior associate director at The Romans: "Pre-pandemic, it felt as though every brand was clamouring to do something around Pride or LGBT+ History Month. Think Pride sandwiches and rainbow mouthwash. And while there might have been some backlash from the community if a campaign felt particularly inauthentic, brands could feel fairly secure in being able to activate without too much scrutiny.

"Since then, there’s been a profound shift in the political climate around LGBTQIA+ issues, and instead of brands sitting down to plan ‘what shall we do for Pride’, we’re seeing a soft capitulation to a divisive online and media environment. Choices that might have seemed simple, like using a Pride flag in visual assets for a campaign, are now vastly more complex. But while it might be harder to activate around tentpole moments in the LGBTQIA+ calendar, what’s certain is that the audience these campaigns catered to has not disappeared overnight. At The Romans, we of course help our clients prepare for all eventualities when it comes to doing campaigns relevant to a specific audience. But for us, it’s not just about being reactive if things go wrong.

"It’s about building campaigns that are fully thought through, that have already built support from the relevant community and that make sense for the brand. For example, we worked with Deliveroo on a campaign that set out to tackle bullying, harassment and underrepresentation in professional kitchens. ‘The Open Kitchen’ gave budding chefs in the LGBTQIA+ community the chance to learn crucial skills in a safe space. Chefs on the scheme were supported beyond the media launch through an ongoing fund. Deliveroo has a history of supporting LGBTQIA+ causes and it felt like a natural extension of Deliveroo’s brand given its association with restaurants. So don’t avoid LGBT+ History Month; just prepare for it properly."

Meg Ruddy, senior account manager at Hope & Glory: "With so many being called out for rainbow washing, it’s not surprising brands are cautious about supporting LGBT+ history month, but it can definitely be done in a way that feels authentic. If you’re posting on social media, you’ll almost certainly get comments about rainbow washing; the community is cynical to say the least at the moment, and rightly so. The companies I respect the most are also the ones that don’t simply delete all the negative comments. Of course removing hate speech should be standard, but engaging with the ones asking more of them, and understand where these questions are coming from can be really encouraging.

"If you’re posting, you need to be able to know you can answer any comments asking about what you’re actually doing to support your queer staff, suppliers, and customers. And even then, you’ll likely have people who don’t believe you. If your social media manager is squirming at the thought of the comments and questions you may get because they don’t have answers, it may be time to look at your internal policies instead of posting on Instagram. It can take a long time to build trust with an audience, so one post won’t cut it, you need to be sure that you are genuinely respecting queer history, and LGBTQ+ staff. If you’re going to post during LGBT+ history month, see it through. Don’t just click ‘post’ and leave it at that."