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  

Data Snapshot: Demographics - Current U.S. Population

Demographics and Data Snapshot:

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.

Why Multicultural Communication Matters

CASE EXAMPLE: Lee y serás Campaign

An initiative of the National Council of La Raza, Scholastic and Verizon

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: Lee y serás Campaign

CASE EXAMPLE: Lee y serás Campaign

CASE EXAMPLE: Lee y serás Campaign

CASE EXAMPLE: Multicultural collections

North Portland Library

Principles relevant to this case include: PRINCIPLE 3. Invest Before

You Request: Create “community-centered” 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: Lee y serás Campaign CASE EXAMPLE: Multicultural collections

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.

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.

Conclusion

Data Snapshot: Demographics - Current U.S. Population

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

Multicultural communication for libraries is anInvestment in democracy’s best-dept promise

Data Snapshot: Demographics - Current U.S. Population

Observations

Ideas

Questions

Inspiration

Discussion