Multicultural public relations recognizes different cultures and ethnicities in a consumer base. When utilizing diversity in a PR plan, it means being able to identify the presence of different cultures, including racial and ethnic backgrounds and language barriers. A multicultural strategy is a great way to engage with a wide variety of audiences and build rapport with the brand’s following. It’s important for a brand to adapt to multicultural strategies to target potential consumers and here are our top reasons why.
Higher Return on Investment
With a multicultural approach to a brand’s communication plan, a business can engage a global audience and create higher ROI. Creating a powerful and impactful message that goes beyond word-for-word translation, and is tailored specifically to each audience is necessary when developing a diverse customer base.
Untapped Market Segments
According to Forbes, Millennials and Gen-Zers make up the majority of the multicultural market, and they are loyal to the brands that meet their needs. Multicultural PR is an untapped market segment and one that is ripe for growth. When consumers are interested and engaged, they share their passion for the brand with their families and contacts as well. The opportunities for a company to appeal to multicultural and multilingual consumers are huge.
Reach a Wider Audience
Multicultural marketing helps to reach a wider audience and gain a competitive edge. By targeting diverse communities, a company can extend the reach of its messaging. By creating compelling messages that fit well with people of different backgrounds, a brand can capture attention while expanding into a market that’s growing faster than others. Increasingly, customers are choosing brands based on how diverse and inclusive they are in their marketing. Therefore, a business that is looking to elevate its brand must build a multicultural model to connect with consumers through an authentic cultural lens.
Understand Biases
Communicating with people of diverse cultures can be exciting, but also difficult. The proper PR agency can assist with understanding biases and differences in cultures. The way people perceive culture, values and history, can create unintended barriers. Being able to take a step back and reflect on different aspects of how the message may appear in a multicultural environment is a critical part of the process. At Durée & Company, we make sure to look at the PR and marketing strategies from various perceptions to be respectful of the different audiences.
Marketing to the multicultural population should not be an afterthought, but rather an essential part of a brand’s business growth strategy. The multicultural market is growing in importance, and brands must create and deliver media that resonates with these diverse audiences. PR can play a key role in developing content and campaigns tailored to specific cultures, ethnicities and nationalities. Whether it’s developing a brand strategy or creating content that captures the attention of a brand’s multicultural target audience, we have the knowledge and expertise to help a business succeed. Contact us today to find out how.
About Durée & Company
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale, Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit practice areas for local, national, and international clients. Services include public relations, social media, marketing, content development, advertising, special events, branding, radio promotions and more. Durée & Company clients include well-known names in business, fashion, hospitality, travel, health and wellness, cannabis and hemp, psychedelics, technology and cryptocurrency, marine and yacht, art and culture, nonprofit organizations, legal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.
