JOURN 4256 1st Edition Lecture 3 Outline of Last Lecture I PR news II History of PR a Early PR efforts b Modern PR geniuses c Modern PR efforts d PR and war i World War I ii World War II iii War today Outline of Current Lecture III Multicultural Nation a Areas of diversity IV Demographic groups a Hispanics b African Americans c Asian Americans d Generation Y e Baby Boomers f Seniors g Women h LGBT V Cultural sensitivity VI Honda example VII McDonald s example VIII Tailoring a Ozioma example b Health literacy examples Current Lecture Multicultural nation When it comes to PR why do we care about reaching diverse audiences Reflects well on the organization These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Different people have different needs To target diverse audiences one message is not always effective for everyone There is no one audience PR practitioners must understand diversity to know how to reach an audience Targeting is critical Examples Tofurky tofu flavored like turkey targeted at vegetarians Areas of diversity Race ethnicity Age Gender Religion Psychographics Why is diversity so important Major changes to US demographics i e Hispanic population is on the rise Hispanics Fastest growing group Increasingly targeted by PR campaigns Represents more than 20 countries Prefer ads and other materials in Spanish Huge increases in Spanish language media 1200 print publication 1000 Tv and radio outlets 200 internet only outleys 20 AP style wire services news syndicates Radio becoming very important African Americans 40 million in US Number of black households with 75K income risen to 2 5 million Affluent blacks more likely than others to spend money on fashion toiletries cosmetics and cruise vacations Black media less extensive than Hispanic media 175 black newspapers BET Black PR Wire NABJ Asian Americans Generally most affluent and well educated minority group 65 of adults have a bachelor s degree 20 master s degree or higher Median household income 65K 17 major Asian groups each with own language culture California home to 70 of the nation s 650 Asian American focused TV radio and newspapers Generation Y The Millennial Generation Born after 1980 Y generation Children teens and college students influence their parents buying decisions Major consumers of digital media Baby Boomers Born between 1946 1964 Spend on consumer goods freely Impact of economic recession on their spending habits Seniors Men and women 65 Demand high value from purchases Ignore fads Largest voting population usually Tend to volunteer more than other demographics Health conscience Women Make 80 of household purchase decisions Super consumers Use social networking and corporate websites LGBT Gay lesbian community Make up 8 of the US population High brand loyalty Tend to buy products with advertisements aimed at LGBT community Like to see that the company cares about their situation Cultural sensitivity Do your homework Understand the culture Know the differences within ethnicities Take advantage of expertise in minority media outlets Focus groups are critical Honda example Honda ranked second in sales with Hispanics Research showed Hispanics More likely to buy cares than African Americans More brand loyal Their goal Grow market share by maintaining regular conversations with Hispanic consumers who already liked Honda The Campaign Bilingual in nature Press releases to Hispanic targeted publications Aimed at audience of 45 5 million US Hispanic consumers Hispanic PR Wire distributed press releases to more than 2 900 unique media points Reached more than 6 000 national Hispanic journalists Got guaranteed placement on more than 100 Hispanic news websites 90 of placements were on the homepage The specifics Started Sept 10 2010 First released about the 2011 Odyssey Positioned Odyssey as the ultimate family vehicle with style technology and fuel economy Developed a Spanish language website Noticias en Espanol News in Spanish Website catered to Hispanic journalists The Results Honda received strong initial results Within days saw numerous stories about the 2011 Odyssey Positive feedback from Hispanic media attending press event for Odyssey Stories in Hispanic media were more robust thanks to Spanish language press releases and other materials and websites McDonald s Change logo text language in each country Target ads differently in each country Sell different foods in each country rice burgers in Vietnam poteens in Canada Tailoring McDonald s uses tailoring Any combination of information or change strategies intended to reach on specific person based on characteristics that are unique to that person related to the outcome of interest and have been derived from an individual assessment Basically research is the basis of any targeting Take a general message and make it relevant on personal level to an audience or individual typically to change behavior Tailored delivery Print newspapers form letters Internet Amazon Netflix Social media Facebook Twitter Cell phones Texting Steps to tailoring 1 2 3 4 5 6 Research Audience the who Objectives the what Pilot Implement Evaluate Examples Ozioma 54 releases disseminated Studied levels of tailoring More tailoring more pickup Health Literacy Evaluated health literacy in local Missouri news Released health stories in a 6th 8th grade reading level