Football codes, corporations and individuals have publicly declared their support for same-sex marriage, but from a public relations perspective, is it a smart move to take sides on an issue as politically sensitive as this?

The organisations concerned clearly think so, as they believe they are on the winning side and will receive favourable publicity. Any company brave enough to support the “no” case would likely receive negative publicity and vilification. Recently Woolworths copped abuse due to statements supporting a “no” vote by its former CEO, who hasn’t worked for the company since 2006!

While some are supporting SSM due to personal convictions, it is reasonable to suggest that others are doing so purely for positive publicity and potential profits. If you are tempted to put your reputation on the line over hot-button issues however, remember that for every person who agrees with you, there is someone who won’t, so be aware of the risks.