There is no shortage of information relating to the buying power of specific communities within the population. Yet multicultural PR is still not a sure thing, as many
corporations and organizations discover in their outreach to particular demographics. Sometimes this is a brand new effort, so a bit of a learning curve wobble is justifiable.
But at the same time, a little common sense (and a lot of research) might not be such a bad idea before any strategy is launched. Here are recent examples of PR campaigns
highlighting particular demographics - are they shining works of Good PR or thudding slices of Bad PR?
| The PR Focus | Good PR or Bad PR? |
|---|---|
| The Smithsonian Institution announced plans last month to create a new exhibit called "Hip-Hop Won't Stop: The Beat, the Rhymes, the Life"
for its National Museum of American History. The goal is to collect artifacts and memorabilia from the urban music scene, with the goal of creating a definitive historic presentation of hip-hop's rise and influence on the world's cultural climate and outlook. The exhibit is expected to premiere within the next three to five years. |
GOOD PR: Although the hip-hop exhibit won't be opening for years, the Smithsonian scored a PR coup by showing its willingness to embrace
contemporary culture and urban influences, making its museum offerings more of a mirror on society rather than a tomb of old culture. The February 28 press conference announcing these plans received wide media coverage, thanks to the presence of hip-hop legends Ice-T, Grandmaster Flash and Russell Simmons. |
| Heineken USA announced plans to unveil its new Premium Light Lager Beer by emphasizing its relevance to the "discerning Hispanic consumer."
A Heineken press release boasts that the new beer's "drinkability together with the premiumness of the brand gives Hispanic, as well as other domestic light beer drinkers, the opportunity to trade up to 'affordable luxury.'" Targeted PR campaigns to Hispanic trade media and selected markets are also in the mix. |
BAD PR: Trade up to affordable luxury? What is the Spanish word for "condescending?" Furthermore, which Hispanic consumers are we talking about?
Those of Puerto Rican heritage? Or Mexican heritage? Or Cuban descent? Or Dominican, Salvadoran, Argentine...you get the idea. The Hispanic market shares a common language, but cultural differences are seriously pronounced. This it is not, by any stretch of the imagination, a monolithic bloc. |
| The Greater Philadelphia Tourism Marketing Corporation launched a $100,000 promotional campaign to attract gay and lesbian visitors to the
City of Brotherly Love in May for two major events: the Equality Forum (a celebration of the gay community's political and cultural legacy) and the FUSION: Blue Ball 2006, a popular party within the gay community. PR outreach is going to gay-oriented broadcast, print and online media - and even the in-house TV line-up on the RSVP Cruises line is being targeted. |
GOOD PR: The gay market's purchasing power is considerable (PR News, February 27), so this relatively low-budget pitch is reaching a big-spending
demographic with a well-documented history of rewarding loyal corporate supporters and advertisers. Plus, Philadelphia is siphoning visitors away from neighboring gay-friendly resorts (Asbury Park in New Jersey and Rehoboth Beach in Delaware). The imaginative outreach to the cruise line's in-house TV network earns additional points - no media op is left untouched here. |