Erika Brewington’s Blog



Reading Notes: Chapter 11

Notes from Public Relations: Strategies and Tactics 9th Edition by Dennis L. Wilcox and Glen T. Cameron

Reaching a Multicultural and Diverse Audience

  • Many generalizations can be made about audiences today:
  1. Diversity is the most significant aspect of the mass audience in the U.S.
  2. The international audience for PR is expanding rapidly
  3. Computers and other technology can be used to conduct research to identify target audiences; the Internet allows PR efforts to be more efficient and effective in reaching the target audience
  4. The public is becoming visually oriented with a shorter attention span
  5. Audiences are taking control of information streams
  6. Many people are becoming zealously involved with single issues only
  7. Heavy emphasis is put on celebrity and personality
  8. Investigative reporting can lead to strong distrust of authority and suspicion of conspiracy
  • Three major groups are focused on as the demographic makeup of the U.S. continues to change:
  1. youth and young adults-influence their parents’ buying decisions, have their own purchasing power, will mature into adult consumers
  2. baby boomers-represent 28% of the U.S. population and have comfortable spending habits
  3. seniors-form an important opinion group and a consumer market with special interests
  • Fernando Figueredo describes 5 basic concepts that should be considered when developing a communications campaign for multicultural consumers:
  1. organize a team that understands the customs and values of the demographic group you are trying to reach
  2. understand that consumers of diverse cultural backgrounds respond better to messages that are culturally relevant
  3. remember that consumers of diverse cultural backgrounds are loyal customers and will most likely continue buying a product once it becomes a part of their lives
  4. use the primary language of the target audience because a majority of them prefer usingĀ their primary language to communicate, regardless of how well their English skills are
  5. use a spokesperson that represents the target audience that is a good communicator and sensitive to the important issues
  • Radio is the most effective way of reaching a Hispanic audience, and television is rapidly expanding
  • Other emerging audiences:
  1. Catholic and Evangelical Christian Groups
  2. Gay/Lesbian Community
  3. Disability Community
  4. Women
  • PR professionals must overcome language barriers, learn local business customs, and consider social differences in order to practice appropriate and locally acceptable PR.
  • Top four media in terms of usage among adults and corporate communicators:
  1. local TV news
  2. major network news
  3. local newspapers
  4. cable TV news
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