The spiral of advocacy: How state-based LGBT advocacy organizations use ground-up public communication strategies in their campaigns for the “Equality Agenda” |
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Authors: | Dean E. Mundy |
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Affiliation: | Department of Communication, Appalachian State University, 121 Bodenheimer Dr., 222 Walker Hall, Boone, NC 28608-2039, United States |
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Abstract: | This article outlines the communication and outreach strategies used by state-based LGBT advocacy organizations. Leaders of these organizations explained through in-depth interviews that their campaigns address four policy areas: non-discrimination, hate crimes, safe schools, and relationship recognition. LGBT citizens and allies serve as spokespersons. They convey stories of the LGBT experience and reinforce LGBT issues as mainstream concerns. State-level advocacy emphasizes that substantive change occurs from the ground up; change nationally requires a critical mass of support first at local levels. This article demonstrates how public relations can serve as a tool for democracy and an instrument of social change, and how “managing legitimacy” can be placed as central to the public relations’ process. |
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Keywords: | Social movement Advocacy LGBT Legitimacy Democracy |
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