In recent years, legislation targeting transgender people—especially athletes—has become widespread, creating a fever pitch of discourse between those who believe that transgender people should be allowed to play sports that align with their gender identity and those who do not.
The impact of anti-trans legislation is far-reaching, even impacting corporate sponsorships and branding, leaving PR professionals wondering how they must shift their approach to reflect the impact on their clients. As we saw from the backlash that Bud Light received from its promotion that included transgender influencer Dylan Mulvaney, communications and PR professionals have to tread lightly in this age of political upheaval around the transgender experience.
The Impact of Legislation on PR Approaches
The 2024 Summer Olympics were one of the highlights of this past year. However, it was also a reminder of how the fervor around transgender people in sports can impact even global events, not to mention the jobs of PR professionals covering them.
During the Olympics, Algerian boxer Imane Khelif, a cisgender female, faced widespread scrutiny and discrimination because many thought she was a male boxer pitted against female opponents. No matter how much evidence her team released to the media to the contrary, big names in conservative news—and even several world-famous celebrities—took to the internet to make an example of Khalif in the fight to keep “men out of women’s sports.” The messaging was so effective that even then-presidential candidate Donald Trump used images of Khalif fighting in attack ads. The discourse provided a near-perfect illustration of how misinformation and anti-trans sentiment can escalate.
PR professionals may wonder how they can get ahead of such a narrative. The first step lies in authentic, humanizing storytelling. When a story catches fire in such a polarizing way, it’s the PR professional's job to remind the media that stories about transgender people should be rooted in their accomplishments and personal journeys, not simply their gender identity. In the case of Khelif (who was not transgender), stories that pointed to her achievements as a cisgender boxer were crucial to influencing the narrative.
Great Expectations
A 2022 study by GLAAD showed that over half of U.S. consumers expect brands to stand up for LGBTQ+ rights. Inclusion and diversity in communications and PR can still positively impact sales, even in a climate of rampant anti-trans legislation and widespread anti-LGBTQ sentiment by certain groups.
There is also some indication that public opinion and political opposition may be shifting, opening the door to more PR opportunities involving transgender individuals, especially in sports marketing. At the beginning of March 2025, legislation that aimed to bar transgender women and girls nationwide from participating in school athletic competitions designated for female athletes failed to advance in the U.S. Senate. The NCAA has also been open about condemning the anti-trans sports bills, standing by their athletes.
While PR professionals need to be prepared for backlash and negative commentary, they should remain confident in their relationships with the media, supporting their clients, and coming prepared with facts in the face of rampant misinformation.
A strategic approach is paramount when representing transgender clients. Fighting misinformation with verifiable facts, leading with humanizing stories, and staying vigilant of the rapidly changing landscape surrounding transgender rights should be prioritized. By leading with empathy and understanding, communications and PR professionals can help shape the narrative surrounding transgender athletes, leading to an easier road for transgender clients and the brands that wish to work with them.
Wynne Nowland is the CEO of Bradley & Parker, and she is also a transgender woman. At age 56, she came out as trans to her entire company in an email—featured in the Wall Street Journal—saying, "You've all known me as Wayne, but tomorrow morning I will arrive to work as Wynne." As one of the very few trans CEOs, Wynne is able to provide unique insight on coming out to family, as well as in the workplace.