Chapter 11: Reaching a Multicultural and Diverse Audience

As the demographics in the US change, there are three major age groups that deserve special attention from PR professionals:

  • Youth and Young Adults:  Today’s 15-24 year olds has over $350 billion of the market’s purchasing power.  They are an important demographic because they influence their parents’ buying decisions, have their own purchasing power, and will mature into adult consumers.
  • Baby Boomers:  Born between 1946 and 1964.  They are concerned about health care, insurance, retirement planning, and personal investing.  Many corporations have taken a keen interest in reaching them because of their wealth and numbers. 
  • Seniors:  Age 65+.  Public relations people should ignore the stereotype of “old folks” when appealing to seniors.  

Here are some characteristics of seniors PR people should keep in mind:

  1. They are often less easily convinced than young adults, demand value in the things they buy, and pay little attention to fads.
  2. the vote in greater numbers than their juniors and are more intense readers of newspapers and magazines.
  3. They form an excellent source of volunteers for social, health, and cultural organizations because they have time and often are looking for something to do.
  4. They are very health conscious, ,out of self interest, and want to know about medical developments.

There are 5 basic concepts that should be considered when developing a communications campaign for multicultural consumers:

  1. Organize a team with an inherent understanding of the customs and values of the various demographic groups 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 extremely loyal, and once the product becomes part of their life, they’ll keep buying it.
  4. Use the primary language of the audience.
  5. Use a spokesperson who represents the audience.

Other Emerging Audiences:

Catholic and Evangelical Groups:  From a marketing public relations point of view, it is clear that products structured around religious themes sell.

The Gay/Lesbian Community:  They have a high level of brand loyalty and tend to purchase products that target advertisements to gay consumers and support gay issues.

The Disability Community:  PR people should be sensitive to their needs and how to effectively communicate with them.

Women:  “Today’s women hold an overwhelming share of consumer purchasing influence, making more than 80 percent of household purchase decisions, and spending over $3.3 trillion annually.”

This information was taken from the book  Public Relations Strategies and Tactics, Ninth Edition by Dennis L. Wilcox and Glen T. Cameron.

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Published in: on April 28, 2009 at 7:37 pm  Leave a Comment  

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