The United States is often referred to as the “Melting Pot.”  This means that there are so many different types of people here from an array of backgrounds, cultures, and countries. It is important that PR firms maximize their abilities to reach all different types of publics. This is most important for clients that host international relationships. The norms and values vary from culture to culture so customers in one country may have completely different perceptions than another. Utilize the steps of the PR process when dealing with a multicultural audience.

From the Textbook “Public Relations: strategies and tactics” by Dennis L. Wilcox and Glenn T. Cameron.

An Audience is defined as a complex intermingling of groups with diverse cultural, ethnic, religious, and economic attributes whose interests coincide at times and conflict at others. Sometimes firms will generalize audiences into categories in order to more easily direct  campaigns.

Some Generalizations:

  • Women are an important part of the public and make about 80% of purchasing decisions.
  • Health interests are more likely to concern the Baby-boomer generation.
  • The public is becoming more visually oriented with a shorter attention span.
  • Diversity is the most significant aspect of the U.S.

Emerging audiences include but are not limited to:

  • Catholic and Evangelical  Christian Groups
  • Gay/Lesbian Community
  • Disability Community
  • Women

By evolving production campaigns, over coming language barriers, and learning local business customs firms can present to more audiences. It is very important to be well-educated on the background of the audience! With the emerging technology at our fingertips, there are no excuses when it comes to inappropriate stereotypes or offending  publics of another background.

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