Think Twice

Most people would be content for six months with a $100,000 salary and lying on an island in Australia’s Great Barrier Reef.  With this job, you will only have to feed several hundred fish, clean the pool and check the mail.  Other days may consist of trying out the latest spas or snorkeling through coral communities.  Also offered with the position is a fully furnished three bedroom, two-bath house with no utilities to be paid.  The only real duty is to regularly blog about the island with pictures and video posts.

Tourism Queensland  is the sponsor of the latest public relations stunt to hit the Internet.  The campaign was created in hopes that the increased attention would encourage travelers to vacation to the island. Measurable tourism numbers can not be seen until later years, but interest in the “Best Job in the World” may remind tourists where they can vacation next.  The Internet was the best medium to gain attention but such a stunt may not be the best decision for all.

Publicity/PR stunts are “planned events made to gain exposure and get public’s attention”.  A celebrity’s recent romantic rendezvous, a company’s product giveaway or outrageous leaks to generate excitement about a brand are all examples of PR stunts in the recent years. 

So is a PR stunt really the best way to get the public’s attention?

No one has compiled a list of the best and worst publicity stunts. Each year brings new attention grabbers for the public to take in.

Some bloggers say Twitter is just a PR stunt for celebrities. Twitter has created followings from celebrities like Ellen DeGeneres, Dave Matthews and John Mayer. Current updates from celebs instantly alert followers of daily activities. Generating buzz and advertising upcoming performances, Twitter is another medium for celebrities to be talked about in the media.

Everything can go wrong, even the best laid plans.   In the news lately, the Octomom has graced every entertainment blog and has seen her way on the 24-hour news channels.  The public backlash has been one of disbelief and questioning of reproductive technology physicians.   Perhaps she hoped to gain notoriety in the entertainment business, but bad news will stay with someone forever now thanks to the Internet.

Another recent PR stunt that may have not been one of the best thought-out plans was the Denny’s Grand Slam breakfast on Feb. 3, 2009.  Anyone could get a free grand slam breakfast from 6 a.m. to 2 p.m. The only catch . . . lines were an average of three hours long.  Denny’s spent millions in advertising during the Super Bowl and the following days, along with several millions more of free food across the country.  Denny’s hoped this PR stunt would generate increased business, but their plan did not work that well.  People will still eat at Waffle House and IHOP, as one free breakfast won’t change a devoted customer’s mind. 

Some public relations practitioners have debated whether or not PR stunts are a good way to build relationships with target publics.  PR stunts generate attention to the sponsoring organization but that soon dies with time.  The public may look further into the company’s products or goals, but most of the time, stunts will not garner lasting attention.

If a PR stunt is in your organization’s future, there are a few things to help ensure success as quoted by a PRWeek article:

      Do:

•  Think about how the event will reflect on the brand identity and the message it will send to consumers.    
• Create fun and engaging visuals for the media that will look good on camera.
• Make sure you give the media a very clear idea of what those visuals will be in advance of the event.

       Don’t:

• Let bad timing steal coverage. Make sure you check for conflicting news stories.
• Aim for publicity for publicity’s sake. Be certain your event is appropriate for the client’s product or service.
• Don’t underestimate the problems that can occur. Being prepared for the worst-case scenario is essential.

Movie production companies, restaurants and tourism boards all implement PR stunts to get people talking, but PR stunts can put your organization in the worst hall of fame.  The best advice . . . think twice.

-Julie Brown

Beefing Up Social Media

Every five seconds someone writes online about McDonald’s. From a public relations practitioner’s point of view, that could seem almost impossible to manage. On Feb. 20, 2009, I attended the Real World PR Conference sponsored by the Georgia PRSA. I was able to hear Heather Oldani, director of U.S. communications for McDonald’s, discuss the company’s efforts to create an online social media presence.

Its debut was a YouTube promotion for the honey mustard snack wrap in February 2007. It has since branched out with Web sites encouraging user participation.

When launching the Southern Style Chicken Biscuit nationwide, McDonald’s made a Web site. Site visitors can create a dance-off between a chicken and an egg to battle it out and decide what came first. Personally, I found it quite entertaining to make a chicken do hip-hop on the beach (I beat the egg). It also incorporated Dance Like a Chicken Day, May 14, into the campaign. The Web site had 150,000 unique visitors and 45,000 dance-offs. It was the topic of 1,500 blogs and prompted 11,000 online discussions.

The Big Mac recently celebrated its 40th birthday. As part of the celebration, McDonald’s created a MySpace page and invited users to remix the Big Mac Chant (two all-beef patties, special sauce, lettuce, cheese, pickles, onions on a sesame seed bun). More than 1,000 entries were submitted, and the winner’s remix was featured in a national advertisement. McDonald’s also held a 40th birthday party at Project Beach House in Malibu. There was a cake made to look like a Big Mac, and celebrities like Kim and Khloe Kardashian and Serena Williams attended. The party produced 500 online and blog placements and 244 million media impressions.

The public has questioned the quality of McDonald’s food for a while. To combat this, it targeted the 46 million moms who are online. In 2007, McDonald’s created the Mom’s Quality Correspondents Program. It had 4,500 moms apply to the program and chose six to invite into the McDonald’s kitchens and suppliers’ facilities, and to meet with its nutritionists. The moms write uncensored, online journals about their trips and even answer questions from other visitors to the site. The Web site has had more than 83,000 unique visitors with an average of six and half minutes spent looking around the site. More than 15,000 people have signed up for the Quality Community.

McDonald’s has been successful in gaining participation from its customers. It has used fun contests and events to create buzz and gain publicity. The Mom’s Quality Correspondents Program started a dialogue about the concerns of many moms when feeding their families. The Vitrue 100 ranked McDonald’s 32 out of the top 100 social brands of 2008. McDonald’s must be lovin’ it.

-Melinda Williams

Communication During a Crisis

I was instantly terrified on Friday, February 13, to turn on the Internet and find the headline of “Deadly plane crash in Buffalo.” Having lived in Buffalo, New York, for my entire life, I immediately opened the story to find that a plane had crashed into a residential neighborhood about 10 minutes away from the place I call home.

This was the exact flight my father used to take on business when he worked for a company based in New Jersey. I read that a young pilot died, along with 49 others, including a woman who lost her husband in the September 11 attacks. Families were waiting in the airport to pick up their loved ones who would never make it home.

When a tragedy of this size happens, it is hard to stop the communication. Although it is tragic, people talk . . . a lot, because you can’t help but be interested. My parents said that this plane crash was one of the only topics covered in the news for days. Every new lead on the investigation of what may have caused the crash was discussed in great detail. Every story about the innocent people who had lost their lives was told, and memorials were held across the city.

After this event occurred, I thought back to the recent plane crash in the Hudson River where all passengers survived. I have never been fearful of flying on an airplane, and since I go to school about 1,000 miles away from home, I am lucky I feel this way. After all of the tragedies and frightening moments experienced in the air, I realized that the public relations practitioners for these airlines must be doing something right.

The communication experts have done a wonderful job ensuring safety. The public was notified that these occurrences are very rare, and it was communicated that the Q400 model of aircraft has had no previous crashes. In a recent Buffalo News article, Captain Chesley “Sully” Sullenberger, of US Airways Flight 1549, discussed his consulting firm, which applies airline safety regulations to other businesses. The airline industry is so well known for safety that it is looked to as an example.

But what wasn’t communicated clearly was the fact that flight 3407 was not technically a Continental Airlines flight, leading to assumptions that Continental Airlines was responsible. When checking the Web site for Continental Airlines there was one news release expressing sympathy about the plane crash, and discussing the ways in which Continental Airlines will support Colgan Air during such a difficult time. In order to learn that the flight was a Continental Connection flight operated by Colgan Air, I needed to visit the Colgan Air Web site. Pinnacle Airlines Corp. owns Colgan Air, and their flights consist of the Continental Connection, US Airways Express and United Express.

Colgan Air released about 10 statements during the week of the plane crash, providing information about the passengers, pilot and crew, safety policies and actions to support the victim’s families. A question and answer document was released, explaining the investigation to cause of the plane crash, stating that the cause is unknown, but there are suspicions that it was related to excess ice on the wing.

When a tragedy occurs, it is important for the public to know exact details. The worst thing that could happen is for rumors to spread, resulting in miscommunication that needs to be corrected. In this recent tragedy, I feel as if Colgan Air did a fantastic job releasing information to media outlets, and keeping its company’s name away from negative attention. There is no easy way to communicate during a crisis, but giving as much information as soon as possible has proven successful through this recent incident.

My prayers and support go to all of the families who have lost a loved one on flight 3407.

-Sarah Minkel

G is for Gatorade; that is NOT good enough for me!

“What’s in a name? That which we call a rose by any other name would smell as sweet”
- William Shakespeare, Romeo and Juliet, 2.2

No offense to Shakespeare, but I don’t think he ever studied public relations or the value of brand identity.  Nor do I think he had to watch the “G” ads.  These black and white TV commercials scroll past athletes and pop cultural icons by the likes of Misty May-Treanor, Kerri Walsh, Muhammad Ali, Derek Jeter, the JabbaWockeeZ, Tommie Smith, John Carlos, Michael Jordan and Peyton Manning while an announcer answers the question, “What is G?”  “G” is of course “gifted,” “glorious” and “golden.” Duh.

I am sure that you have all guessed correctly that these commercials clearly refer to Gatorade.  What else could “gifted,” “glorious” and “golden” mean?  And if that wasn’t enough, I know all of America is up-to-date on its pop culture and American history.  The JabbaWockeez won MTV’s America’s Best Dance Crew, and Tommie Smith and John Carlos are infamous for their salutes protesting racial inequality during the 1968 Olympic Games in Mexico City.  And if anything is going to fuel consumption of a sports drink after exhausting physical activity, it is these figures.

In my personal opinion, Gatorade wasted its money on these ads.  In no way does this commercial reflect the hydrating, vitamin-filled, flavorful qualities that we have come to identify with the blue-sweating, turbo jet running athletes in its past commercials.  And I’m not alone in this line of thinking.  John Swansburg wrote in his blog post on Slate, “It’s as if Gatorade execs had thrown everything they’d read was cool these days into a pot and stirred. Viral campaign: check. Hip-hop dance crew: check. Lil Wayne: check. Barack Obama: check.” 

Gatorade is a sports drink and its main consumer is athletes.  So how do pictures of Obama in a suit or dancers in masks inspire heart pounding activity after which Gatorade is necessary?  It doesn’t.  Now, I’m not saying its older commercials such as, telling consumers about its conception at the University of Florida or showing athletes performing rigorous activity, were breathtakingly original.  But at least we knew what they were when they aired.  What is ‘G’?

My friend, Sam, just summed it up like this, “It actually discouraged me from getting Gatorade, because I didn’t want to get anything with just a ‘G’ on it.  I didn’t know what it was.  So I just got one of the old bottles of Gatorade….But for real are the ‘G’ bottles special Gatorade or normal Gatorade?”

 

-Jarrett Cocharo

Well informed. Well in advance.

Over the past two years you saw the commercials and billboards, heard the radio service announcements and received information in the mail about the big change in February 2009. Well here it is, February 2009, and as you know television is moving from analog to digital signals.

The FCC has placed many regulations over the past few years on how consumers are informed about the switchover. There have been commercials explaining how and why this change is taking place and telling the public about the much needed update of technology. There have also been commercials offering information on how to get coupons to receive a converter box, which will transform the signals into digital ones for older televisions.

According to Yahoo! news about a quarter of the stations switched over February 17, 2009. The remaining stations should begin converting between March and June 2009. This is considered a grace period to offer emergency broadcast information and local news via analog, as well as provide information about the switch to those few who have not heard about it.

Bottom line, the FCC provided all of the information to the public in a timely manner with plenty of preparation for the public to react to the news. Another great aspect of this campaign is the DTV Web site, which explains the change, how it affects certain people and how to make sure you are covered during the switch.

Although everyone was informed, of course there are those of us who procrastinated and did not realize the switch was taking place until we discovered that some of our channels had been dropped. No fear. Just get on the DTV Web site and there is a how-to section on nearly every aspect of the process.

Another reason some people have not made the switch is because of the cost. However, there were alternatives to buying a new television like buying a converter box. The FCC also provided information on how to get a coupon for the converter boxes. According to Blorge, the Senate approved the delay of the switchover to June 12 to give people more time to switch to digital signal.

The FCC was well prepared for the campaign and created awareness through several different outlets, including direct mailings, PSA’s, news releases, billboards, commercials, the Web site and others. This is a great case study to look at because of the broad audience and the quality of campaign produced. Television users were well informed, well in advance.

by Amy Hannah Burkhalter

Public Relations for Africa

Africa.

What thoughts come to your mind when you see that word? AIDS…Orphans…Poverty? Those were the images that used to come to my mind. The pictures we normally see in mass media portray a negative image of Africa. Mocha Club is trying to change that.

Mocha Club is a nonprofit organization that works to raise and deliver aid to Africa. It supports six different projects: child mothers, education, HIV/AIDS, job creation, Sudan regrowth and orphan care. On December 1, 2008, Mocha Club launched the “I Need Africa” campaign. The goal is to change the public’s view of the continent by showing the joy the African people have—through a public relations campaign.

The interesting thing is how Mocha Club did it. A few weeks prior to the campaign, Mocha Club members were asked to blog about what Africa meant to them. The goal was to start a new conversation using social media. Barrett Ward, Mocha Club director, started the conversation. He said, “It’s true, there are great tragedies playing out in Africa every day, suffering that’s unimaginable. But the truth is, in Africa I find hearts full of victory. I’m not saying Africa does not need our efforts. But for me, I’ve come to understand that I need Africa more than Africa needs me. It’s Africa that has taught me that possessions in my hands will never be as valuable as peace in my heart.” Almost 100 people blogged about the campaign before it started. On Dec. 1, a shirt was put on sale to promote the campaign and raise money.

Since the start of the campaign, more than 1,000 people have purchased the shirt and $50,000 has been raised.

Africa. What do you see now?

- Melinda Williams

What Not to Wear

Possibly the hardest part of the transition from the classroom to the field is the dress code. College life is full of sweatpants, tee shirts and UGG boots. Unfortunately none of these things are appropriate in the working world. Knowing what to wear and when to where it can be difficult.

As Lizzie Post notes on her Web site, wearing the wrong thing can often cause an interviewer to pay more attention to your clothing than to you. A suit is always the best choice when going on an interview.

Business casual is quickly becoming the norm for many offices. Business casual usually consists of dress slacks, skirts and collared shirts. Low cut or cleavage-bearing shirts are not appropriate. Open-toed shoes are usually inappropriate as well. Try to find a comfortable shoe that you can stand in all day long. Jeans and shorts are never dressy enough for the office. Be wary of wearing oversized or too much jewelry.

The Platform Editorial Team created this video to showcase some of the biggest business wardrobe mistakes that we have witnessed. So grab your popcorn and please, don’t ever be caught making any of these irrevocable mistakes.

For more information about dressing appropriate and general business etiquette, please visit Lizzie Post’s Web site via the Emily Post Institute.

A New Image: Cultivating Culture & Class in America

Public relations campaigns are everywhere and everyone seems to be a part of them. Whether for a political campaign, club opening or even a new product line, they seem to surround us and remain an integral part of the public relations world. While PR campaigns seem to play a vital role in the futures of politicians, celebrities and even Fortune 500 companies, maybe the one most in need of a PR campaign and image overhaul is a significant global power and world leader that we are all-too-familiar with. It may be considered a substantial undertaking and even unnecessary to some, but perhaps the “one” in need of a new image is our own country- the United States of America.

I had barely recovered from jet lag and only tasted a few bites of my first wiener schnitzel in Austria this summer before I was slapped in the face. No, I was not slapped by an angry Austrian man sporting lederhosen who suggested I drink more “house beer,” but rather by reality, and the reality was this: the Europeans were more consciously aware of the daily happenings on Wall Street or in the Senate than most Americans. They blew me away with more statistics, figures and opinions than I could ever imagine and wanted to discuss politics wherever we went. It did not matter if we were at a downtown café drinking cappuccinos or hiking in the Alps, they wanted to talk about our life, culture and political scene whenever I would allow it. While this knowledge and curiosity piqued my interest, I was left to answer some unsettling questions, but one stands out in my mind.

“Why are you bothering to learn a second language?  No one else in the United States does…”

That last question struck the wrong chord with me, especially after considering the fact that I was in Austria studying advanced German. However, it left me wondering: if the rest of the world regards us as dumb, lazy and wasteful Americans (as I was told by many Europeans), why don’t we do something as a country to change this general perception? While a public relations campaign focusing on America’s image might not be considered a high priority on Obama’s agenda with an economic crisis at hand, it might not be such a bad issue to tackle in the near future. What better way to erase the stereotypical image of overweight Americans driving Hummers to McDonald’s than by creating a public relations campaign focusing on educating Americans about literature, art, music and secondary languages?

While the White House is filled with many advisors scurrying about, telling the president what to say and how to maintain his image, perhaps the greatest advantage to any president is not the PR professional, but rather… the president’s spouse.

Let’s look back to the 1960s, a time when the United States was dealing with the Cuban missile crisis and nuclear policy causing rocky relations with France. Despite these troubles, one of President John F. Kennedy’s finest attributes was not his youth or charm, but rather his wife, Jacqueline Kennedy, who acted as a magnificent public relations asset.

President Kennedy was barely inaugurated on snow-covered Capitol Hill in January of 1961 when Jacqueline Kennedy began her White House “transformation” with a goal to make the White House a “showcase for great American art and artists.” Her plan for establishing culture and class in America came into full swing after an official presidential trip to Paris.

While JFK and French President Charles de Gaulle were at odds over the development of nuclear weapons, Jackie was wowing the people of France. Before their arrival, Jackie had the White House press secretary arrange an interview with French national television where she spoke in fluent French for 15 minutes over her love of the arts and Paris. This public relations endeavor proved successful, as Mr. and Mrs. Kennedy were greeted by a crowd of 500,000 Parisians, enthralled and captivated by the “first couple.” Jackie enraptured President de Gaulle, as well, as he later told JFK that she “knew more French history than most French women.”

If the PR world had a hall of fame, Jacqueline Kennedy’s next PR feat would be in it. After her Paris visit, not only did she continue to nurture the relationship between France and the U.S. as the First Lady, she began promoting art, literature and music in America by inviting France’s Minister of Cultural Affairs, André Malraux, to the White House.

Some may claim event planning is not part of the PR world, but Jackie was one woman who could successfully pull off a political agenda and throw a lavish affair flawlessly. Prior to Malraux’s visit, Jackie spent five weeks meticulously planning his visit. She met Malraux at the National Gallery of Art (also a great press photo opportunity) where she gave him her own personal tour and spoke of the international significance of great art.

Mrs. Kennedy united the cultural world that night. In Malraux’s honor, she planned an extravagant state dinner where America’s finest artists, writers and musicians were brought together. As described in Vanity Fair, “The gathering of the most accomplished men and women of the American cultural scene not only underscored Kennedys’ support of the arts, but also demonstrated how adept Jackie was at employing the arts in order to add prestige to Jack’s presidency.”

And the result of such a grand evening? Minister Malraux agreed to make arrangements to have Leonardo da Vinci’s masterpiece, Mona Lisa, brought to America which was the only time France had ever willingly agreed to let their beloved work visit another country.

The arrival of the Mona Lisa began to inspire America and made a lasting impression on Kennedy’s time in office. The masterpiece attracted millions of Americans, engaging and interesting them in art. As Arthur Schlesinger described, it was an exhilarating time in which “Washington engaged in a collective effort to make itself brighter, gayer, and more intellectual. The First Lady was at the center of this new feeling.”

Jackie touched the nation. She spoke superb French, enjoyed the arts, read masterpieces, entertained often and inspired women with her impeccable style and flair. Jacqueline Kennedy established the new American ideal. President Kennedy took his place on the international stage, but he did not do so alone like many presidents of the past. He made his mark on the world with Jackie at his side who acted not only as a wife, mother, and an art enthusiast, but as a diplomat, ambassador and First Lady.

Jacqueline Kennedy is still regarded as one of the greatest First Ladies of our time. And although she may not officially possess the title, she was an exquisite public relations practitioner who not only promoted art, literature, music and other cultures, but also established a new standard of living for the American way of life.

Reinstating this way of life and restoring America’s tarnished reputation should not be hard to accomplish, especially considering that our next First Lady, Michelle Obama, is regarded by some as the next Jacqueline Kennedy. This Princeton and Harvard Law grad is not only well-educated, but she also possesses an innate sense of style, similar to Jackie’s, and could be the chief proprietor in re-inventing America’s image.

Sources:

Vanity Fair’s “The Two First Ladies”

Marketing God

My grandmother takes the Great Commission to heart and even though she is ninety years old, she asks everyone who comes to her house one question, “If you died tonight, where would you be going and how do you know?”

Evangelism. It is a fundamental part of Christianity. Many denominations take it to the extreme, “selling” God in a prepackaged box complete with your own Bible. But is all that really effective?

TV evangelists, megachurches and all the life-changing books have one purpose—-reaching others for Christ. All of these are different outlets that some Christian groups have tried to get to average people to catch their interest and let them hear the testimony that will captivate and help them discover Christ. But with many books left on the shelves and people skipping over religious channels faster than if they were commercials, Christianity is branching out and looking for newer outreach tactics. As Christians seek out these new tactics, the question on their minds is, how do you market God to reach more people?

Sharing with the World

The world has entered a new era of technology in which podcasts, blogs and twitter are everyday words. Christians need to tap into this resource. Many churches have already established themselves online with their own Web sites, but how about utilizing Facebook as a social media network, recording a sermon and putting it online as a podcast or even sending out an e-mail newsletter or invitation to church events? Part of reaching people is meeting them where they spend most of their time, which, in this day and age, is increasingly the Internet, the final frontier. The world is globalized, and as society is more interconnected, why not reach more people by using a tool anyone anywhere can access?

Reaching a Target Audience

Another public relations must is building relationships, keeping in mind the target audience. As Christians try to reach people, they need to meet people where they are, and not just technologically. While inspirational books are inspiring to those who read them, is the average non-believer going to pay twenty bucks to learn how to turn their life around? Instead, there are many groups subtly encouraging people to be open to the message and a lifestyle of faith without charging them for it. For instance, Chick-Fil-A is closed on Sundays, emphasizing church as an important part of a lifestyle. Also, many Christian bands share God in their songs, having the opportunity to reach people as they listen to the music more willingly than a sermon. Furthermore, Christians should impact people. A religious organization on the UA campus this year provided pancakes at one in the morning to an area known for bar-hopping. By keeping the target audience in mind, christians realize they should go to the world instead of letting the world come to them.

Bringing the Message

One of the most important ideas of public relations is offering a consistent message, being open and honest, looking for two-way communication. Christianity is known not only for its televangelists, but also unfortunately for its hypocritical followers. If Christians are striving to reach people, they need to bring a consistent message to the table. St. Francis of Assisi once said, “It is no use walking anywhere to preach unless our walking is our preaching.” It all comes down to living intentionally the life of love Christians profess. Christians can establish relationships by investing time in people so they know they aren’t a mere number on the list of believers. Christians shouldn’t be afraid to listen to what others have to say. Public relations assures us that two-way communication is a necessity. Christians aren’t going to make any progress if they just tell others what to believe. Every testimony and person is unique, and so is his or her reaction. Christians can instead show that there’s something more to live for, and reaching others through love will reap its rewards.

by Molly M

Multicultural PR

Over the past few years, U.S. demographics have been constantly changing. Slowly, the minority is now becoming the majority. According to the U.S. Census Bureau, nearly one in ten U.S. counties has more than 50 percent minority residents. With the change in demographics, PR professionals must realize that the generalized campaign message will no longer work. In order for your message to be truly effective, you must take a cultural approach and tailor your message for your target demographic using the concept of multicultural PR.

Since the U.S. population is so diverse, one generalized campaign could exclude groups because the campaign may not be consistent with the values or lifestyle of that group. Furthermore, a generalized campaign may not come across the same way for one demographic or culture as it would for another. In essence, your message could become lost in translation, completely missing people groups that could be important to your campaign.

Some companies are beginning to realize the importance of multicultural PR and understanding the changing demographics. Kimberly-Clark recently launched a campaign taking the cultural-targeting approach. Kimberly-Clark’s Huggies and Pull-Ups “Tren de Vida” (Train of Life) campaign aims at connecting with Hispanic mothers. Efforts include face-to-face meeting at events like the Mexican Independence Day Festival, radio broadcasts and the recent launch of HuggiesEnEspanol.com. According to Sergio López-Miró, president of Hispanic PR, the campaign is built on the cultural experience of many Latina mothers relying on extended networks of aunt, sisters and grandmothers to help raise their children.

There’s an article entitled “PR Technique: Multicultural campaigns: the sum of the parts” by Anita Chabria that offers some great tips about multicultural PR campaigns. It is a few years old, but still very relevant today.

Here are Chabrai’s tips:

• “Do in-depth research on the target demographic to understand cultural nuances and preferences that could impact the message.” 
• “Do reach out to smaller publications and institutions with clout in the community, such as neighborhood papers and churches.” 
• “Do consider using a visual theme to tie together a campaign for various minority or ethnic groups.” 
• “Don’t assume an outsider can understand the culture. Take the time to speak with members of the group you are targeting.” 
• “Don’t limit your placements. Especially in the youth market, kids often cross demographic lines in areas such as music and pop culture.” 
• “Don’t underestimate the power of language – reaching out in the target group’s native tongue is critical.”

As our country continues to grow, it is vital that PR professionals think beyond the general population, and develop more culturally and lifestyle-driven campaigns.

http://www.prweekus.com/PR-TECHNIQUE-Multicultural-campaigns-the-sum-of-the-parts/article/46305/

By Brandi