Today we live in a society where the distance between cultures is continuously shrinking. For example, with more international news sources being available in several languages, we have the ability to follow what’s going on around the world in a way we were not able to do before. With the distance between global cultures shrinking, it also means the definition of diversity is changing.
In a recent article in Public Relations Tactics, Gloria Rodriguez explains that diversity has a more complex meaning, and for PR agencies, it’s no longer about simply saying we can meet a client’s need to target multicultural communities. Now, agencies must focus on developing PR strategies with the help of multicultural influences to better understand a client’s chosen audience or audiences.
To do this successfully, Rodriguez offers a few suggestions for PR agencies and practitioners to follow; zero in on cultural intelligence, shift the thought process, and reach out to millennials.
Cultural intelligence is defined as the capacity to relate to and work effectively across cultures. Without cultural intelligence, it will be harder to adapt to the needs of today’s demographics. Rodriguez believes that PR professionals should focus on reinventing ourselves when it comes to how to tell a story and who tells it.
PR agencies should also start shifting their thought processes. Specifically, Rodriguez suggests we should be focusing more on the issue of cultural intelligence, instead of simply thinking about diversity. Additionally, Rodriguez stresses the importance of continuing to plan for future cultural changes.
It is no surprise that millennials are active on social media channels like Twitter and Facebook. Using the example of the Hispanic community, Rodriguez cites that they are a key audience to target because of how frequently they use social media platforms, in both English and Spanish. Interestingly, a Pew Research Center article explains that while most millennials do not like the term millennial, they are one of the most influential audiences. Therefore understanding how to reach them and relate to them is key.
As we continue to craft messages that are designed to reach both local and global audiences, how do you see cultural dynamics changing?