JOURN 4256 1st Edition Lecture 3 Outline of Last Lecture I. PR newsII. History of PR a. Early PR efforts b.Modern PR geniuses c.Modern PR efforts d.PR and wari.World War Iii.World War IIiii.War todayOutline of Current Lecture III. Multicultural Nationa. Areas of diversityIV. Demographic groupsa. Hispanicsb. African Americansc. Asian Americansd. Generation Ye. Baby Boomersf. Seniorsg. Womenh. LGBT V. Cultural sensitivityVI. Honda exampleVII. McDonald’s exampleVIII. Tailoringa. Ozioma exampleb. Health literacy examples Current LectureMulticultural 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 criticalExamples- 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 riseHispanics:-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 importantAfrican 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 newspapersGeneration Y:-The Millennial Generation-Born after 1980 (Y generation)-Children, teens, and college students influence their parents’ buying decisions-Major consumers of digital mediaBaby 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 websitesLGBT:-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 loyalTheir goal:-Grow market share by maintaining regular conversations with Hispanic consumers who already liked HondaThe 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 homepageThe 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 journalistsThe 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. Research2. Audience (the who)3. Objectives (the what)4. Pilot5. Implement 6. EvaluateExamples: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