FH Out Front Debut Stirs Up Mixed Feelings In Industry

Don’t expect a stampede of imitators following Fleishman-Hillard’s launch last week of the first PR-agency practice dedicated exclusively to gay and lesbian consumers. Although industry groups and activists are heralding the move, there’s skepticism among public relations executives.

Many officials don’t believe the segment—now commanding $580 billion in buying power, according to MarketResearch.com—has enough critical mass to warrant its own unit yet, for one thing.

“We haven’t seen enough traction yet in the gay and lesbian market where we can dedicate people 100 percent of the time, but that’s possible in the future,” said Peter Land, general manager for the Diversity Solutions practice at independent Edelman in New York.

Aaron Kwittken, CEO of New York-based Havas shop Euro RSCG Magnet, cautioned that the idea may backfire because—unlike multicultural groups, where language and cultural nuances often demand separate communications—gay consumers are more connected to the mainstream.

“Some may question moves like this, because it presumes...