Introduction
PFLAG, one of the country’s largest and oldest organizations for LGBTQ+ people, families and allies, is truly leading with love. With chapters in the U.S. and dozens of PFLAG organizations built on their model around the globe, PFLAG serves hundreds of thousands of people to provide support, education and advocacy and ensure every LGBTQ+ person is safe, celebrated, empowered, and loved.
PFLAG National guides the communication priorities for PFLAG as a whole while supporting local chapters with their media and communications needs, from coordinating incoming requests from reporters to producing copy for upcoming campaigns. As you can expect, managing the needs of hundreds of chapters can be chaotic in the best of times. Add to it that PFLAG celebrated its 50th anniversary year, launched a new brand, and faced a political climate that led to an explosion of anti-LGBTQ+ legislation. Staff needed support to help ensure PFLAG’s proactive and positive voice wasn’t lost in the waves of incoming media requests.
That’s where Mixte came in. We saw a chance to both uplift PFLAG’s 50th anniversary storytelling and to help their communications team enter 2024 with a holistic approach to their communications planning.
Our Objectives
We developed a proactive strategy, matched with internal tools to maximize a small-but-mighty team’s focus, to strengthen PFLAG’s name recognition as the place where LGBTQ+ people, parents, families, and allies are coming together and leading with love.
The Outcome
At the end of our time together, we left PFLAG National with the tools to effectively tackle the communications and media demands of the current moment by:
- Developing a national PR strategy
- Streamlining and simplifying PFLAG National’s internal communications tools
- Conducting media training for dozens of local chapter leaders at PFLAG National’s convention
- Pitching and securing stories in regional and national outlets
