Reaching a Reaching a Multicultural Multicultural

and and Diverse Diverse AudienceAudience

Chapter 11Chapter 11

The Changing Face of AmericaThe Changing Face of America• America is a complex intermingling of groups

with diverse cultural, ethnic, religious, and economic attributes whose interests coincide at times and conflict at others.

• PR professionals must be aware of the shifting audience dynamics.

• Successful PR campaigns must be aimed at those segments of the mass audience that are most desirable for its particular purpose, and they must use media that are the most effective in reaching them.

“ “Prepackaged Publics”Prepackaged Publics”

• This is the idea that some segments are more easily identifiable and reachable because they present themselves as well-organized groups whose members have banded together in a common interest.

• They can be ready-made targets for PR pros with projects of concern for them.

• Examples can be members of civic, educational, and charitable organizations

Audience GeneralizationsAudience Generalizations(for audience segments not part of organized groups)(for audience segments not part of organized groups)

• Diversity- the most significant aspect of the U.S. mass audience– can be ethnic, religious, geographic, economic

• International Audience for PR is expanding—growth of global corps. means PR needs to be sensitive to foreign cultures, customs and sensibilities

• Technology—helpful in segmenting the mass audience and compiling related valuable info.

• Public More Visually Oriented and Seems to Have a Shorter Attention Span—due to sustained power of TV and the growing Internet culture

• Audience has more Control of Information Content and Streams

• Strong Distrust of Authority and Suspicion of Conspiracy

• Heavy Emphasis on Personality and Celebrity—stars as experts and (some) people follow

PR Opportunities?PR Opportunities?• These audience trends create an ongoing need for

flexibility and growth among PR practitioners.• Professionals who supplement media tactics with

strategies to communicate directly with targeted, key constituents will be in high demand.

• By combining these general media tactics and strategies with the many data sources-- commercial and open source provided by government and nonprofit groups– PR can zero in on key audiences for a comm. program.

• PR has become more research-driven and strategic; audiences are targeted precisely and, in some instances, messages are customized at the individual level.

Reaching Diverse Age GroupsReaching Diverse Age Groups

• Youth and Young Adults• Baby Boomers• Seniors

Snapshot: Youth/Young PeopleSnapshot: Youth/Young People• Children and teens are

important to marketers because they influence their parents’ buying decisions, have their own purchasing power, and will mature into adult consumers

• Today’s children have greater autonomy and decision-making power within the family than in previous generations

• Youth market is “Generation Y” (GY)– born after 1980

• Succeed “Generation X” born from 1965-80

• Some call these two groups the “E-Generation” for their voracious consumption of electronic media

• Their world will be diverse/global in perspective and will better understand world cultures and markets

• “GY” may spend 23 years (or one-third) of their lives online!

Online Implications for YoungstersOnline Implications for Youngsters

• Equal time interacting with friends online and in person

• Initial interaction online—precede many dating and marriages

• 10 times more time online than in parental interaction

• More reserved in social skills

• Will be savvy and skeptical about online identities such as chat participants

• Will not tolerate print forms, slow application processes and archaic systems

*The Teen Survey Finds…*The Teen Survey Finds…

• Parents still rule when it comes to advice about careers, drugs, even product decisions

• Trust in information is derived from relationships

• Top five advice sources: parents, doctors, clergy, friends, teachers

*Source: Ketchum’s Global Brand Marketing Practice survey of 1,200 teens worldwide

• As avid/skilled Internet users, GY is savvy about unfiltered and unpoliced content

• Teens recognize the credibility of editorial content compared to ads and even PSAs

• TV is the most trusted medium

Snapshot: Baby BoomersSnapshot: Baby Boomers• “Tidal Wave” of

Americans born after WWII– 76 million strong born between 1946-64 (28 percent of U.S. population)

• Not as frugal as parents’ generation, have grown up in relative prosperity and will spend on consumer goods instead of saving for retirement

• But as getting older are concerned about health care, insurance, retirement planning, personal investing

• Having grown up in the ’60s and ’70s, BBs are generally considered a “rather active, socially conscious bunch” and is the generation “most likely to get involved in a cause.”

Snapshot: SeniorsSnapshot: Seniors• Improved life expectancy today–

36 million Americans are 65+ (12 percent of the population)

• When appealing to seniors, PR people should avoid the “old folks” stereotypes

• As many differences exist in personality, interest, financial status, living styles and energy levels as with younger groups

• Most 65+ are in good health, not until mid-80s frequently need daily living assistance

• PR people should consider several senior characteristics:

• Are extremely health conscious, out of self-interest

• With perspective of long experience, are less easily convinced, demand value in purchases, and pay little attention to fads

• Vote in greater numbers• Read newspapers and magazines

more and watch TV more • Volunteer more for social, health

and cultural organizations more– have time and look for things to do

• Financially, are better off than may think-- poverty level is lower; have more discretionary income; homes may be paid for; and they hold 70 percent of the country’s assets

America’s Changing DemographicsAmerica’s Changing Demographics

• By 2050, it’s predicted Hispanics will comprise nearly ¼ of the U.S. population

• By 2010 the U.S. Census Bureau predicts Hispanics and African Americans will make up 14.6 and 12.5 percent of the U.S. population. Anglos will make up 67.3%

• A study showed the number of Hispanic companies at 1.6 million, a 30 percent surge from 1997-2002

Understanding Cultural ValuesUnderstanding Cultural Values

• PR must remember that minority populations form many target audiences, not a massive monolithic group whose members have identical interests, education and income levels.

• But research finds some unique characteristics shared by the top three minority groups: Hispanics, African-Americans and Asians– Deep family networks with strong mother or father

figure, music, food, religion and strong bonds between friends and family

– Multicultural consumers tend to be more loyal to brands that make an attempt to reach them in ways that are culturally relevant (see examples p. 284)

Matching Audiences with the MediaMatching Audiences with the Media

• PR professionals need to understand the array of printed, spoken, visual, and new media methods available so wise choices can be made for selecting the right medium, or media to reach key audiences

• Put away the shovel because traditional mass media aren’t dead yet!

• U.S. Census Bureau in 2007 found Americans spent 3,518 hours using the media

Media Use Breakdown (2007)Media Use Breakdown (2007)• 1,555 hours watching TV

(b’cast and cable)-- average 4.5 hours a day

• 974 hours with radio• 195 hours Internet• 175 hours newspaper• 122 hours magazines• 106 hours books• 86 hours video games

• Comparing Media: – Print most effective for

delivery of messages requiring absorption of details and contemplation—can be reread and kept for reference

– Television has strongest emotional impact– the personality of the TV communicator can create an influence that print media cannot match

– Radio’s greatest advantages are flexibility and the ability to reach specific target audiences– cost to advertise a plus too

– Online media, once considered more a supplemental way to reach an audience is becoming more primary and in the foreseeable future could overtake print and TV as the primary information source