Question

What are some guidelines for developing a communications campaign for multicultural audiences? Using the recent election campaign as an example, discuss examples of what you believe has been effective and efforts that did not yield the intended results.

Answer 1

•Organize a team with an inherent understanding of the customs and values of the various demographic groups you are trying to reach

•Understand that consumers of diverse cultural backgrounds respond better to messages that are culturally relevant

•Remember that consumers of diverse cultural backgrounds are extremely loyal and once your products and services become part of their lives, there is a very good chance you will keep them

•Use the primary language of the audience. A large portion of your target audience prefers to communicate in their primary language, even if they also have strong English skills

•Use spokespersons that represent the audience. The spokesperson must be able to be a good communicator and be sensitive to the issues that are important to the audience4.What is the fastest-growing ethnic group in the United States?