Reaching a Multicultural and Diverse Audience, ch. 11

The groups of diverse cultural, ethnic, religous, and economic statuses is what makes an audience different. When these groups come together with similar interests it can work or sometimes can be a conflict.

When it comes to different age groups you must approach them all in their own unique way. The age groups are categorized as:

  • Youth and young adults
  • Baby-boomers
  • Seniors

As a professional in PR you must be able to understand the differences in cultural values, and reach out to different racial and ethnic groups.

One of the most important tips I took from this chapter was matching the audience with the media. This only makes sense. An older audience might prefer print media over the internet. Why? The reason is that elderly were not exposed to the new technological advances that the younger generations were exposed to. My generation has grown up with computers in our classrooms. We have been using the internet for research since late elementary to early middle school. The older generation (seniors) are more likely to look to media that they know. In this case with the example I gave, one would assume they prefer the newspaper.

Wilcox, D.L., & Cameron, G.T. (2009). Public relations: Strategies and tactics (9th Ed.). Boston: Allyn & Bacon.


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Filed under Class Notes Overview, PRCA 2330

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