Reaching a Multicultural and Diverse Audience

7 Nov

Chapter 11 Reading Notes COMM 2322






Public Relations: Strategies and Tactics

Reaching Diverse Age Groups

  • Persistence nagging – a plea that is repeated over and over again.
  • Importance nagging – appeals to parents’ desire to provide the best for their children.
  • Generation Y – people born after 1980.
  • Generation X – people born between 1965 and 1980.
  • E-generation – both X and Y share the electronic media with these other two groups.
  • Baby boomers – born 1946 and 1964 which was the tidal wave of babies after World War II.
  • Seniors – men and women over the age of 65 years old.

Communications Campaign for Multicultural Consumers

  1. Organize a team that understands the customs and values of various groups that you are trying to reach.
  2. Know the demographics.
  3. Understand the consumers of diverse cultural backgrounds and respond better to messages that are culturally relevant.
  4. Extremely loyal once their products become apart of their lives.
  5. Use the primary language of the audience.
  6. Use spokespersons who represent the audience.

Other Emerging Audiences

  • Catholic and Evangelical Groups – products and services structured around religious themes sell.
  • The Gay/lesbian Community – media targeted to gay and lesbian consumers have grown over the last two decades. There is a high brand of loyalty.
  • The Disability Community – very diverse with people in wheelchairs, blind, or even deaf.
  • Women – very important consumers for numerous household products.

Reaching Global Audiences

  1. China is a growing market undergoing revolutionary political, social, and industrial changes.
  2. Chinese value their long-held traditions and exist in every angle of business.
  3. Russia is another cultural challenge – corruptions (black public relations)
  4. Key strategic point is to maintain sensitivity to different cultures with different languages.

Matching Audience with the Media

  • Americans spend about 3,500 hours a year consuming various media.
  • Television and Radio consumers most of that time.
  • Radio is the best for mobility.
  • Internet is good for fast breaking news.
  • Print media is effective for retaining information.

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