Marilyn's Life From East to West


Chapter 11- Reaching a Multicultural and Diverse Audience
April 29, 2009, 1:56 am
Filed under: Reading Notes

This chapter was definately one of my favorties because diversification is something that I find to be extrememly important to create a world of equality where everyone can feel important.  This is what makes the public relations field more of a challenge because there is much more than one audience that is trying to be reached.  For the United States this is especially important because there is diversity among history, ethnicity, religion, economy etc. so reaching just one audience would not make an organization very successful.

  • One majorly diverse group is different age groups.  Kids who are 10 are most likely not going to be interested in the same material that a 30 year old would be interested in.
  • Youth and Young Adults: spend equal time with friends in person and online and they will be more reserved in social skills.
  • Baby Boomers: grew up in proseperity and do not have as many spending concerns and tend to get involved with a cause.
  • Seniors: less easily convinced and demand value in purchases.  Extremely health conscious.

There is also significant importance in understanding cultural values because there are unique characteristics to all cultures.  A strong community relations program is a way to entice cultural audiences.  Figuerdo gives some examples on a communications campaign for multicultural audiences.

  • Organize a team with an understanding of the values
  • Understand that these groups respond more to messages that are culturally relevant
  • Consumers of diverse cultures become loyal to the products and services that they use
  • Use primary language
  • Use a spokesperson who represents the audience

There are also many other communities that are up and coming such as the gay/lesbian cmmunity, women, disability community, and other religions.  Recognizing these differences and being able to use them in a positive way will lead to the success of more organizations because diverse groups are more likely to feel a connection to what they are hearing and seeing.

doveladies

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