Reading a Multicultural and Diverse Audience

  • A successful campaign must be aimed at those segments of the mass audience that are most desirable for its particular purpose, and it must employ those media most effective in reaching them.
  • Diversity is the most significant aspect of the mass audience in the US. Differences in geography, history, and economy among regions of the sprawling country are striking. For example – ranchers in Montana have different attitudes than residents in heavily populated Eastern seaboard cities.
  • International audience for PR has expanded swiftly
  • Technology can be used to segment the mass audience and compile related valuable information.
  • Public is increasingly visually oriented and seems the have a shorter attention span.
  • audiences are not monolithic – instead they are complex groups w/ diverse cultural, ethnic, religious and economic attributes
  • The global economy makes it necessary for public relations professionals to consider the cultures and values of many diverse nations.
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April 14, 2009. Reading Notes.

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