This year’s Pride celebrations are proving to be high-stakes and serious in tone during a contentious election season, and at a time when The Wall Street Journal reports an increase in activist, ‘anti-woke’ shareholders scrutinizing inclusion programs and donations to LGBTQ+ groups.

2024 also marks the 40th year that NYC Pride took over as the official organizer of the city’s Pride celebrations, following the dissolution of the Christopher Street Liberation organization.

During the PR Museum’s “Pride, Prejudice and Politics” event last week, NYC Pride Executive Director Sandra Perez explained how intentional language has framed Pride’s positioning from the outset.

“We call it a march, not a parade because we are still very much grounded in the fact that NYC Pride emerged as a consequence of the Stonewall uprising,” Perez began.

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From CommPRO:

This year's Pride celebrations carry a high-stakes, serious tone amid a contentious election season. The Wall Street Journal reports a rise in 'anti-woke' shareholders scrutinizing inclusion programs and donations to LGBTQ+ groups, making it crucial for PR and marketing communicators to tread carefully.

2024 marks the 40th year that NYC Pride has organized the city’s celebrations, taking over from the Christopher Street Liberation organization. This milestone is significant amid heightened scrutiny and a polarized political climate.

At the PR Museum’s “Pride, Prejudice and Politics” event, NYC Pride Executive Director Sandra Perez emphasized how intentional language has framed Pride’s positioning since its inception. “We call it a march, not a parade, because NYC Pride emerged from the Stonewall uprising,” Perez stated, underscoring the ongoing struggle for equality.

PR professionals need a nuanced approach this Pride season:

• Intentional Messaging: Words impact perception. Using "march" instead of "parade" conveys solidarity and activism.

• Contextual Awareness: Recognizing historical and social contexts is crucial. Pride is about celebrating and advocating for change.

• Stakeholder Sensitivity: Transparency about inclusion programs and LGBTQ+ support is essential amid increased scrutiny.

• Engaging Authentically: Authentic engagement with the LGBTQ+ community fosters trust. Highlighting real stories strengthens message authenticity.

Navigating Pride, politics, and prejudice requires balancing celebration and advocacy, ensuring the message of equality and inclusion remains steadfast.