MULTICULTURALCOMMUNITY RELATIONS

Chapter Twelve

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Multicultural Community Relations

The changing face of America Consider these facts:

By 2050, the U.S. population is projected to be 52% Anglo, 16% African American, 22% Latino, and 10% Asian

The majority of immigrants arrive from Asia, Latin America, and the Caribbean

Today white non-Hispanics represent only 49.9% of the population

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Community Diversity

In light of the changes taking place, all organizations must become more diverse, as well as communicate with those who differ in work background, education, age, gender, race, ethnic origin, physical abilities, religious beliefs, sexual orientation, and other perceived differences.

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Public Relations professionals must be: Sensitive to society’s new multicultural

realities. The disenfranchisedThe marginalizedNuances in language and differences in style

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Social Responsibility in the Community Organizations acknowledge their

responsibilitiesTo be a good neighborSharingGiving Back

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Question to ponderWhat are some ways that organizations in

your community have given back?

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Some examples of social responsibility include: Donation of a percentage of profits to non-

profit organizations, such as schools, hospitals, and social welfare institutions

Corporate philanthropy may go toward community-based groups working to expand affordable housing, create economic opportunities, and protect the environment

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Corporate contributions are highly dependent on profit. In poor economic times, contributions can go down. In better economic times,contributions go up.

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An Example of Corporate Giving

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Volunteerism is another example of corporate responsibility Organizations actively encourage

executives and employees to volunteer in their communities.

Frequently, employees will give up free time to participate in community efforts, either individually or participate as a concerted effort arranged through the work place.

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Questions…

Can you think of any volunteer efforts that have been held in your community?

If so, what were they? Did particular organizations encourage

employees’ effort to volunteer? Have you worked for an organization that

encouraged you to participate?

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A National Effort was launched in l998 to encourage volunteerism

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Corporate Responsibility

Means more than just pursuit of profit Organizations must be a good citizen Be an agent for social change and

improvement in the community

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For Organizations, three skills are required: 1. Determine what the community knows

and thinks about the organization 2. Inform the community of the

organization’s point of view. 3. Negotiate or mediate between the

organization and the community, and its constituents should the need arise

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What are the Community Expectations of the Organization? Communities expect wages, employment,

and taxes In addition they expect

Positive quality of life Appearance Stability Participation Pride

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What does the organization expect? Organizations expect

Municipal servicesFair taxationGood living conditions for employeesGood labor supplySupport for the business and its products

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Question….

How has an organization affected your community?

What were the results?

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Often, organizations have community relations plans and policies that delineate management’s philosophy and its view of their obligation to the community.

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Exercise

Using the typical community relations objectives on page 294 of your text, conduct an investigation of community relations in your area. Arrange an interview with an organization in your area and see how many of the objectives are enacted. If you live in a smaller area, contact your Chamber of Commerce to see what efforts are being made.

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The challenge is for organizations to serve diverse communities, many of whom have strong advocacy groups.

Females African Americans Latinos Asians and Pacific Islanders Gays Senior Citizens

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Non-profit organizations must have a strong identity and position themselves in the community. This can be accomplished by:

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Non-profits contd.

Development of a Marketing/Promotional Plan

Strategic Planning Fundraising Media Relations

Talk radio, Cable TV, Op eds, Cable access

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Planned fundraising should include these basic steps: 1. Identify campaign plans and objectives 2. Organize fact-finding 3. Recruit leaders 4. Plan and implement strong

communication activities 5. Periodically review and evaluate

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Question…#1

Can you identify any recent multicultural films that had grassroots efforts in the community?

Hint: Girl Power’s Beau

Answer: Bend It Like Beckham

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Ready to try again?

Identify a multicultural film that had grassroots efforts in the community.

Hint: Razor sharp

Answer: Barbershop

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Example of a Community Relations Advertisement

Click to play movie