Multicultural Communications EEI Fall Occupational Safety & Health Committee Conference Renaissance Cleveland October 6, 2008 By Dawn Hanson
Overview Purpose: Process: Payoff: To discuss the challenges and opportunities of communicating with minority audiences Survey of audience demographics Data regarding national demographics Communicating with diverse audiences Discussion regarding the challenges for your public safety campaign Heightened awareness of why and how to communicate with diverse audiences
Terminology Minority People of color Multicultural Diverse
Communications Rule #1: Know Your Audience
Why is multicultural outreach important? The business environment (and the country) is diverse Minorities have tremendous purchasing power Consumers are faced with more commercial messages than ever
Population Projections U.S. Census Bureau August 14, 2008 Year 2008 2050 Non-Hispanic Whites 68% 46% Hispanic 15% 30% African American 12% 15% Asian America 5% 9%
Hispanic Market 101 44 million+ Hispanics (15%) $863 Billon buying power in 2007 $1 trillion in purchasing power by 2008 Hispanics rely heavily on Latino media 56% Hispanic households are Spanish dominant U.S. Hispanics PASSED the general market online Non-traditional migration taking place *Sources: U.S. Census Bureau and Selig Center
Hispanic Media Trends Hispanic media outlets Hispanic Internet media Hispanic segmentation Hispanic TV networks and programs Media consolidation Sources: PR Newswire
3000 2500 2000 1500 1000 500 0 3,000+ Hispanic Outlets GROWING DAILY 1,500 1,000 725 205 30 Print: 1,500 Radio Outlets & Shows: 1,000 TV Outlets & Shows: 725 Internet-Only: 205 Wires: 30 Sources: PR Newswire
Five Tips for Increasing Pick-Up in Hispanic Media News is news, whether its Hispanic or not Hispanicize -- Adapt your release Secure a spokesperson who speaks Spanish Fluently Think search-engine optimized (SEO) & Visuals Most popular story ideas: Family/Children Healthcare Education/Social and Govt. Issues Sources: PR Newswire
African American Market 101 40.2 million AAs in the U.S. (13.4%) Purchasing power 2006 = $852.8 billion Purchasing power estimate for 2010 = $981 billion Fastest growing group online (Black Enterprise) Prefer to consume media that is culturally relevant AAs out rank any other minority in leadership positions in mainstream publications *Sources: U.S. Census Bureau, Selig Center, Packaged Facts, Black Enterprise and EEOC Diversity Media Study
African American Media Trends Black-owned media remains among the primary media consumed Newspaper readership is strong, increasing among adults with higher household incomes and education More than 10 million AAs are online TV One, the cable network targeting AAs, is the fastest growing cable network in the country Increase in number of AA media More people are sending messages to the media for coverage - rise of social media Increase in visits to ethnic Web sites Sources: Newpaper Association of America, Nielsen/NETRatings and Media Economics Group
Asian American Marketing 101 14.4 million Asian-Americans (5%) 15.7 million population by 2011 Buying power by 2011: $622 Billion Median household income $65K+ Earns 28% more than U.S. national average Highest median home value of $396,000+ 63% of the population (ages 5+) speak only English Chinese Americans are the largest segmented population, followed by Filipinos and Asian-Indians Asian Americans are the heaviest daily internet users Sources: Selig Center Report, PEW Internet Study and U.S. Census Bureau
Asian American National Media Sing Tao Daily News World Journal Korea Times Vietnam Thoi Bao Hawaii Tribune Herald Ming Pao Daily Nihon Keiai Shimbun Liberty Times Hawaii Hochi India Abroad Philippine News India Tribune Shaadi East West Nguoi Viet Daily Viet Bao Daily News Little Saigon TV AsianWeek Asian American Press Asian Journal Asian American Times Hmong Today Fil-Am Courier Asian Reporter Audrey Magazine KoreAm Journal Giant Robot Hyphen Sources: PR Newswire
Tips to Increase Story Pick-Up Start picking up or subscribing to key titles serving the community Get to know the media angles Get to know what matters most Build relationships, conduct site visit Invest time Research: Benchmark pre and post brand cues Sources: PR Newswire
Proven Methods The Four Step Public Relations Process Research Plan Implement Evaluate Involve a Diverse Team in the Above Steps Make a commitment to diversity your own relationships (professionally and personally)