MULTICULTURAL COMMUNITY RELATIONS

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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 societys new multicultural
  realities.
• The disenfranchised
• The marginalized
• Nuances in language and differences in style

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Social Responsibility in the Community

• Organizations acknowledge their responsibilities
• To be a good neighbor
• Sharing
• Giving Back

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Question to ponder

• What 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 organizations
  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 services
• Fair taxation
• Good living conditions for employees
• Good labor supply
• Support 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 managements
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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Question1

• Can you identify any recent multicultural films
  that had grassroots efforts in the community?
• Hint Girl Powers 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