Your Federal Quarterly Tax Payments are due April 15th Get Help Now >>

MULTICULTURAL COMMUNITY RELATIONS by 2b3z3u0D

VIEWS: 5 PAGES: 26

									MULTICULTURAL
COMMUNITY
RELATIONS
Chapter Twelve
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


                                                        12-2
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.

                                            12-3
Public Relations professionals must
be:
   Sensitive to society’s new multicultural
    realities.
     The disenfranchised
     The marginalized
     Nuances in language and differences in style




                                                 12-4
Social Responsibility in the
Community
   Organizations acknowledge their
    responsibilities
     To be a good neighbor
     Sharing
     Giving Back




                                      12-5
Question to ponder
What are some ways that organizations in
 your community have given back?




                                           12-6
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

                                           12-7
Corporate contributions are highly
dependent on profit. In poor
economic times, contributions can
go down. In better economic times,
contributions go up.



                                 12-8
An Example of Corporate Giving




                            12-9
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.

                                         12-10
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?

                                           12-11
A National Effort was launched in
l998 to encourage volunteerism




                                    12-12
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




                                           12-13
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

                                        12-14
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




                                               12-15
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




                                                  12-16
Question….
   How has an organization affected your
    community?

   What were the results?




                                            12-17
Often, organizations have
community relations plans and
policies that delineate
management’s philosophy and its
view of their obligation to the
community.

                             12-18
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.


                                                 12-19
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
                                   12-20
Non-profit organizations must
have a strong identity and
position themselves in the
community. This can be
accomplished by:




                                12-21
Non-profits contd.
 Development of a Marketing/Promotional
  Plan
 Strategic Planning
 Fundraising
 Media Relations
     Talk   radio, Cable TV, Op eds, Cable access



                                                 12-22
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



                                         12-23
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


                                                12-24
Ready to try again?
   Identify a multicultural film that had
    grassroots efforts in the community.

   Hint: Razor sharp

   Answer: Barbershop


                                             12-25
Example of a Community
Relations Advertisement




            Click to play movie




                                  12-26

								
To top