In 2010 the Boy Scouts of America began a confidential review process to explore its policy on banning gays from joining the organization. Two years later the Boy Scouts has decided not to make any changes regarding the matter, which will certainly refocus the public’s attention on the issue, which has polarized the community if not the nation.
The Boy Scouts of America, as a brand, exemplifies all-American values which includes being—among other attributes—loyal, trustworthy, helpful, kind, courteous, brave and reverent. The obvious PR challenges that the Boy Scouts faces is that many perceive the organization’s exclusionary practices as antithetical to its promise to the rest of humanity.
The Boy Scouts, of course, has historically enjoyed strong public relations with the American people and the international community. Will this continuing controversy, however, lead to an erosion in public support, or strengthen it? What is your professional analysis?