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Coming out of the Closet

Exploring LGBT Issues in Strategic Communication with Theory and Research

Edited By Natalie T.J. Tindall and Richard D. Waters

Despite representing significant portions of the advertising, marketing, and public relations work force, the lesbian, gay, bisexual, and transgendered (LGBT) community has largely been ignored by scholarly research in strategic communications. With the exception of case studies that document strategies that can be used to secure the LGBT consumer dollar, little has been done to understand the LGBT community’s experiences with strategic communications efforts. This edited volume fills this gap by sharing research on the impact and interaction of campaigns and programming from advertising, marketing, and public relations on internal (e.g., practitioners and employees) and external (e.g., consumers, activists) stakeholders from the LGBT community. Several chapters in this volume highlight a significant change in the focus of strategic communications that recognizes the long-term benefits of having legitimate partnerships; others, however, counter this optimistic trend by discussing the continued struggles of practitioners working in strategic communication and the LGBT community at large.
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This book is dedicated to the people who have helped me along my way: my parents, Cheryl L. Johnson-Tindall and Nathaniel W. Tindall; my brother, Nathaniel; my maternal grandparents, Doretha and Jimmie L. Johnson.

—Natalie T. J. Tindall, Ph.D.

I would not be where I am today without the support of my loving parents, Edward and Martha Waters; my brother, Jeffery; my partner, Glenn Wickman; and the daily support and encouragement of Oscar and Joey. I am especially grateful that Kayla and Ari Waters created the painting used as part of the cover art for this book.

—Richard D. Waters, Ph.D.

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