May Luncheon: The Art of Reaching Multicultural Audiences
05/25/2016 12:00 PM - 01:30 PM ET
Jefferson Lakeside Country Club
1700 Lakeside Avenue
Richmond, VA 23228

Online registration for this event is now closed.

To inquire if space is still available, contact Sara Hunt, chapter administrator, at (804) 994-1120 or e-mail admin@prsarichmond.org.


The meaning of diversity has changed over the years. With the majority of the U.S. population being Hispanic/Latino, the word diversity has new meaning and therefore the way we reach this growing target audience has evolved. The word does not resonate in the same way it did five, 10 or even 15 years ago. Members of the multicultural and bicultural audience are careful and picky about what they choose to watch, hear, read, and how to respond, so to reach them it’s important to truly know who they are. The one-size-fits-all strategy does not work. The messages have to be clear and the methods appropriate. Now more than ever, PR agencies and practitioners need to use cultural intelligence to fully understand what it means to engage with multicultural and bicultural communities. It’s no longer about checking a box.  

This program will help provide an understanding of multicultural vs. bicultural audiences and provide insight into using cultural intelligence to develop a smarter strategy.

About the Speaker

Gloria Rodríguez is the founder, president and CEO of Comunicad, LLC. She is a media industry pioneer recognized for her exceptional visionary, strategic and leadership skills which have led her to build an award winning public relations and marketing communications firm that excels in community engagement, brand awareness and building partnerships with mainstream, Hispanic and multicultural markets over three decades. Through her dedication, Rodriguez has succeeded in developing campaigns and programs to make the business case for philanthropic/corporate social responsibility activity which have had an impact on issues affecting communities locally, nationally and globally. She has led strategic coalitions to advocate on behalf of important social and business needs in the U.S., Puerto Rico and Latin America. Connect with Gloria Rodríguez: @comunicadpr; @GRnapo; #multicultural; #latino; #PR

Read the Q&A with Gloria Rodríguez.

Thanks to our Luncheon Sponsor:

Menu

Honey dijon chicken with chef’s choice of sides and veggies, warm rolls, strawberry shortcake. Attendees will get the entrée described unless a salad is requested. If you would prefer a salad, please select that option on the registration page.

RSVP Policy

All RSVPs for lunch meetings must be made by 5 p.m. on MONDAY of the week of a meeting. After that time, members and guests will need to call Sara Hunt at (804) 994-1120 to see if space is still available or to be put on a waiting list if needed. Please RSVP early in order to ensure that you are included in the headcount for lunch! If you register as a guest and later determine that you cannot attend, please contact Sara Hunt, chapter administrator, at admin@prsarichmond.org. You must cancel prior to three business days in advance of the meeting to be eligible for a refund. If you cancel after that deadline, you will still be responsible for the lunch payment and will be billed if you didn't already pay online. No-shows will be billed for the lunch.

Event Contact

Sara Hunt, chapter administrator (804) 994-1120 admin@prsarichmond.org.

Almuerzo de mayo: El arte de alcanzar audiencias multiculturales

El significado de la diversidad ha cambiado a través de los años. Con la mayoría de la población en Estados Unidos siendo Hispana / Latina, la palabra diversidad tiene un nuevo significando y por lo tanto la forma en la que nos acercamos a este público meta ha evolucionado. La palabra no hace eco de la misma forma que lo hacía hace cinco, 10, o 15 años atrás. Las audiencias multiculturales y biculturales son cautelosas y exigentes acerca de los que eligen para ver, escuchar, leer y responder. Es por eso, que para poder acércanos a ellos, es importante comprender realmente quienes son. Por lo tanto, la estrategía de una talla para todos, no funciona. Los mensajes deben de ser claros y los métodos deben de ser apropiados. Ahora más que nunca, las agencias de Relaciones Públicas y sus practicantes necesitan hacer uso de la inteligencia cultural para poder comprender completamente lo que significa atraer la participación de las comunidades multiculturales y biculturales. Ya no es tan sencillo como llenar una lista de grupos requeridos.

Este programa ayudará a proveer un entendimiento de las audiencias multiculturales vs. biculturales para proporcionar información sobre el uso de la inteligencia cultural para desarrollar estrategias inteligentes.

Sobre la oradora:

Gloria Rodríguez es la fundadora, presidenta y CEO de Comunidad, LLC. Ella es una pionera de la industria de los medios, reconocida por sus habilidades de liderazgo, visión y estrategía que la han llevado a construir una agencia de relaciones públicas y firma de comunicaciones ganadora de múltiples premios, que sobresale en la participación comunitaria, reconocimiento de marcas, y desarrollo de alianzas con los mercados principales, hispanos y multiculturales por más de tres décadas.  A través de su dedicación, Rodríguez ha logrado desarrollado campañas y programas filantrópicos / actividades de responsabilidad social corporativa que han creado  impacto en asuntos que afectan a las comunidades locales, nacionales y globales. Ella ha manejado coaliciones estratégicas para abogar por la importancia de las necesidades sociales y de negocios en Estados Unidos, Puerto Rico y Latino América. Conéctate con Gloria Rodriguez: @ComunicadPR; @GRNapo; #Multicultural; #Latino; #PR

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