Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Public Relations Strategies and Tactics Tenth Edition Dennis L. Wilcox Glen T. Cameron This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program.

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Chapter 11 Reaching Diverse Audiences

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Chapter 11 Objectives Understand the diversity of audiences in the United States Gain insights on how to communicate with diverse audiences Be familiar with the cultural values of Hispanic, black, and Asian audiences Learn about public relations campaigns directed to specific audiences Understand the characteristics of various age and lifestyle groups

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. A Multicultural Nation Audience = a complex intermingling of groups with diverse cultural, ethnic, religious, and economic attributes Diversity is the most significant aspect of the mass audience in the U.S. A successful campaign must be aimed at those segments of the mass audience that are most desirable for its particular purpose Practitioners use technology to segment the mass audience and compile information about target audiences

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Reaching Ethnic Audiences

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Reaching Ethnic Audiences The positive and negative impact of diversity in the U.S. Sifting demographics place a strong focus on diversity and multiculturalism for internal publics and consumers Influence, profile, and buying power of easily identifiable ethnic groups Hispanics African Americans Asian Americans Understanding ethnic values

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Reaching Diverse Age Groups The Millennial Generation Born after 1980 (Y Generation) Children, teens, and college students influence their parents’ buying decisions Major consumers of digital media

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Reaching Diverse Age Groups Cont… Baby Boomers Born between 1946 and 1964 Spend on consumer goods freely Impact of economic recession on their spending habits Seniors Men and women 65+ years Demand high value from purchases Ignore fads Voters Volunteers Health conscious

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Gender/Lifestyle Audiences Women Make 80% of household purchase decisions “Super consumers” use social networking and corporate websites The gay/lesbian community GLBT consumers make up 8% of the U.S. population High brand loyalty Tend to buy products with advertisements aimed at GLBT community

Copyright © 2012, 2009, 2007 Pearson Education, Inc. All Rights Reserved. Gender/Lifestyle Audiences Religious groups Christian Evangelicals The Jewish community The Muslim community The disability community Communicating with this community requires sensitivity Awareness of acceptable language Specific considerations/ specialized tactics