MULTICULTURAL COMMUNITY RELATIONS Chapter Twelve

12-2 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

12-3 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.

12-4 Public Relations professionals must be: Sensitive to society’s new multicultural realities.  The disenfranchised  The marginalized  Nuances in language and differences in style

12-5 Social Responsibility in the Community Organizations acknowledge their responsibilities  To be a good neighbor  Sharing  Giving Back

12-6 Question to ponder What are some ways that organizations in your community have given back?

12-7 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

12-8 Corporate contributions are highly dependent on profit. In poor economic times, contributions can go down. In better economic times, contributions go up.

12-9 An Example of Corporate Giving

12-10 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.

12-11 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?

12-12 A National Effort was launched in l998 to encourage volunteerism

12-13 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

12-14 For Organizations, three skills are required: 1. Determine what the community knows and thinks about the organization 2. Inform the community of the organization’s point of view. 3. Negotiate or mediate between the organization and the community, and its constituents should the need arise

12-15 What are the Community Expectations of the Organization? Communities expect wages, employment, and taxes In addition they expect  Positive quality of life AppearanceStability ParticipationPride

12-16 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

12-17 Question…. How has an organization affected your community? What were the results?

12-18 Often, organizations have community relations plans and policies that delineate management’s philosophy and its view of their obligation to the community.

12-19 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.

12-20 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

12-21 Non-profit organizations must have a strong identity and position themselves in the community. This can be accomplished by:

12-22 Non-profits contd. Development of a Marketing/Promotional Plan Strategic Planning Fundraising Media Relations  Talk radio, Cable TV, Op eds, Cable access

12-23 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

12-24 Question…#1 Can you identify any recent multicultural films that had grassroots efforts in the community? Hint: Girl Power’s Beau Answer: Bend It Like Beckham

12-25 Ready to try again? Identify a multicultural film that had grassroots efforts in the community. Hint: Razor sharp Answer: Barbershop

12-26 Example of a Community Relations Advertisement Click to play movie