Posted by: loveleigh | April 22, 2009

Ch. 11: Reaching a Multicultural and Diverse Audience

22In the United States the demographic makeup continues to change, right now there are three major age groups that are important for PR to reach out to: youth and young adults, baby boomers, and seniors.

  1. Youth and Young Adults. This age group is especially important for marketers because these children and teenagers influence their parents’ buying decisions, have their own purchasing power, and will mature into adult consumers. Today youth market, 15-24 year olds, have over $350 billion worth of purchasing power.
  2. Baby Boomers. Men and women born between 1946 and 1964 make up this age group. They comprise a market of 76 million people which is about 28% of the U.S. population.
  3. Seniors. This group is defined as men and women 65 years old or older. Medical advances have improved life expectancy to the point that today almost 36.6 million Americans are 65 and older.

Since the U.S. is considered a “melting pot” and have welcomed millions of immigrants, understanding and appealing to different racial and ethnic groups is a must.

  • Radio is an important way to reach the Hispanic ethnic group. Surveys show that the average Hispanic person listens to radio 26-30 hours a week, which is 13% more than the general public.
  • The Asian American ethnic group is also abundant in the U.S., however it is more concentrated in the California area, specifically San Francisco.
  • The African American ethnic group is more media targeted than the other two. Currently there are about 175 black newspapers in the U.S. and there is entire TV station for this ethnic group BET (Black Entertainment Television).

Public relations people should give particular attention to how minorities are portrayed in any communication effort. Avoid stereotypes, all Muslims are not terrorists, all Hispanics are not manual laborers, nor are all Asians techies.

All this info was provided by the textbook Public Relations: Strategies and Tactics (9th edition) by Dennis L. Wilcox and Glen T. Cameron

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