Since the minority takes up about one third of the US population, understanding diversity is a basic part of the public relations skill. In the chapter, it states that by 2042 it is estimated that they will be the majority of the US population. One of the bigger group of minorities are the hispanics, who are estimated to take up 46 million of the US population and that number will continue to rise. Within the hispanics group, they represent 20 different nations and they each follow their own traditions, values, and beliefs. Research shows that older Hispanics prefer to have ads in Spanish while younger generations are more comfortable with English. Because of this, there are currently thousands of Spanish speaking social media outlets for the Hispanic population. The African American population does not necessarily have different groups within the population, they have a longer history with the US and English is considered their native language, black media are less extensive. However because of the history of the United States, it’s important to stay sensitive to the topic while trying maintaining a mutual understanding. In the text it states, “Asian Americans are the most affluent and well-educated minority group.” And because I am part of this group, I can say with full knowledge that it is because of the expectations we are held to within our household. Therefore two thirds of the adults have at least a bachelor’s degree and the median household income is $65,000. Just like the Hispanics, there are a lot of diversity within the Asian group. Because it is difficult to understand the different ethics of each group, Figueredo developed a concept to create a communications campaign for multicultural consumers:
1. Organize a team who understands the customs and values of different demographic groups.
2. Understand the cultural background for each consumers and how they will respond to the messages.
3. Remember that the diverse of the cultural backgrounds are loyal.
4. The the primary language of the audience.
5. Use a spokesperson that represent the audience.
While studying the consumers background and ethics, it is also important to consider the age group. The older generation will take in messages differently from the younger generation. Besides that, while developing a message for a product, it is also important to study the gender, different religious groups and their beliefs, the disability community and the gay and lesbian community.
Public relation in other nations have developed rapidly as well, reaching countries like China, Australia, Singapore, Japan, Mexico, Thailand, Russia, and many other countries. This is an important development for our nation because an estimate of one third of all US corporate profits are generated through international business. More importantly, because of the new communication technology that is available to us, it makes international communication easier. The biggest challenge in developing the international public relations is the language and cultural difference that will sometimes create a barrier. There are certain rules that apply to different cultures and as we represent a company we have to understand and remember the cultural differences that apply to each country. Many foreign corporations would retain counsel in the US. The reasons include:
1. To hold off protectionist moves that threaten their companies or industries.
2. To defeat legislation affecting the sale of their products.
3. To provide ongoing information on political, legal, and commercial developments in the US that could affect their business interests.
4. To support expansion of their markets in the US.
5. To deal with a crisis situation that threatens the financial health or reputations of their organizations.
After 9/11, big American corporations found it difficult to deal with public relations abroad because they are competing with other corporations abroad, the sustainable development, being boycotted by nations who might disagree with American policy, striving to act as good corporate citizens at the local and national levels. Because of the development of communication, more opportunities in international work are becoming available. Students who are fluent in a foreign language will have an advantage in obtaining oversees work. It also states in the chapter that students who are thinking about working as an international relations department need to make an early decision so they can take courses i international relations, global marketing, social and economic geography, and etc.
Chapter 21 focuses on the nonprofit, health and education side of public relations. Because there are so many nonprofit (or charities) organizations, they often compete for partners, members, and donations. Even though they are all for a good cause, there are just a limited amount of sources you can obtain. In public relations, there are many tactics to achieve the goals as an advocacy group. For example, lobbying, litigation, mass demonstration, boycotts, reconciliation and fund-raising. For a social service organization, communication is the key to success. Their messages usually include a sense of social purpose and the betterment of society as a whole. Some example of national organizations are Boy and Girl Scouts of America, YMCA, and the American Red Cross. For these organizations to achieve success, they must have a creative and unique group of public relations team because they will be responsible for the organization’s publicity, creation of events, use of services, creation of educational materials, and the newsletters. There are also Health organizations like hospitals and health agencies that require a health campaign to increase awareness for their company name. Colleges and Universities are also an important section of this chapter because educating is key for the future of our nation. The key publics for universities must include the faculty and staff, students, alumni and donors, the government, community, and future students.