Transcript Relevancy + Diversity: Broadening your Audience Principles on

Relevancy = Diversity: Broadening Your Audience
Principles on reaching multicultural audiences
American Library Association, PR Forum
Eric Friedenwald-Fishman,
Creative Director/President
Sunday, July 12, 2009
Why
Multicultural
Communication
Matters
Data Snapshot:
Demographics
- Current U.S. Population
Demographics and Data Snapshot:
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Significance and growth of our nation’s multicultural population.
By 2050, 49 percent of the U.S. population will be non-white.
Latinos are the fastest-growing ethnic group, with voter registration and
voting rates growing faster than those of other racial and ethnic groups.
Minority- and women-owned businesses number more than 12 million
strong and accounting for more than $4 trillion in annual gross sales.
Minority donors are generally motivated to “give back” to the community
after achieving success (Council on Foundations Study).
Effectively engaging diverse audiences is key to ensuring long-term
voter support, increasing revenues and contributed income,
strengthening customer loyalty, and attracting new volunteers and
donors.
CASE EXAMPLE: Lee y serás Campaign
An initiative of the National Council of La Raza,
Scholastic and Verizon
CASE
EXAMPLE:
Lee
y serás Campaign
CASE EXAMPLE:
Lee y ser
ás Campaign
Principles relevant to this
case include:
 PRINCIPLE 1. Check your
Assumptions at the Door. Begin
with yourself
 PRINCIPLE 2. Understand the
Cultural Context(s) of Your
Audience: Do your homework
CASE EXAMPLE: Multicultural
CASE EXAMPLE: Lee y serás Campaign
collections
 North Portland Library
CASE EXAMPLE: Multicultural
CASE EXAMPLE: Lee y serás Campaign
collections
Principles relevant to this case
include:
 PRINCIPLE 3. Invest Before You
Request: Create “communitycentered” partnerships
 PRINCIPLE 4. Develop
Authentic Relationships:
Maintain a long-term
perspective
 PRINCIPLE 5. Build Shared
Ownership: Engage don’t just
involve
 PRINCIPLE 6. Walk Your Talk:
Lead by example
CASE EXAMPLE: En tu biblioteca
Campaign
The American Library Association
CASE EXAMPLE: En tu biblioteca
Campaign
Principles relevant to this
case include:
 PRINCIPLE 7. Relate,
Don’t Translate. Place
communication in
cultural context
 PRINCIPLE 8. Anticipate
Change: Be prepared to
succeed.
Conclusion
Data Snapshot: Demographics - Current U.S. Population
 Multicultural communication engages voters,
donors, customers, constituents and
stakeholders.
 By applying the eight principles, your
organization can better advance your goals and
mission and help create a stronger more
equitable society.
 While there are many nuances, approaches and
perspectives to learn and apply, ultimately it all
comes down to what we like to call the new 3Rs:
Relevance, Relationships and Results.
Multicultural communication for libraries is an
Data
Snapshot: in
Demographics
- Current
U.S. Population
Investment
democracy’s
best-dept
promise
 Libraries ensure that knowledge and information
are free and accessible to all
 Libraries are a critical pathway to opportunity
 Libraries help express the value and values of
diverse audiences through programs, collections
and services
 Build upon these strengths by inviting patrons
from diverse backgrounds to advance their vision
for their community by investing in their library as
a partner, advocate, donor or volunteer
Discussion
Data Snapshot: Demographics - Current U.S. Population
 Observations
 Ideas
 Questions
 Inspiration