Relevancy = Diversity: Broadening Your Audience Principles on reaching multicultural audiences

2. Relevancy = Diversity: Broadening Your Audience Principles on reaching multicultural audiences American Library Association, PR Forum Eric Friedenwald-Fishman, Creative Director/President Sunday, July 12, 2009

3. Why Multicultural Communication Matters Data Snapshot: Demographics - Current U.S. Population Demographics and Data Snapshot: • Significance and growth of our nation’s multicultural population. • By 2050, 49 percent of the U.S. population will be non-white. • Latinos are the fastest-growing ethnic group, with voter registration and voting rates growing faster than those of other racial and ethnic groups. • Minority- and women-owned businesses number more than 12 million strong and accounting for more than $4 trillion in annual gross sales. • Minority donors are generally motivated to “give back” to the community after achieving success (Council on Foundations Study). • Effectively engaging diverse audiences is key to ensuring long-term voter support, increasing revenues and contributed income, strengthening customer loyalty, and attracting new volunteers and donors.

5. CASE EXAMPLE: Lee y serás Campaign An initiative of the National Council of La Raza, Scholastic and Verizon

6. CASE EXAMPLE: Lee y serás Campaign CASE EXAMPLE: Lee y serás Campaign Principles relevant to this case include: • PRINCIPLE 1. Check your Assumptions at the Door. Begin with yourself • PRINCIPLE 2. Understand the Cultural Context(s) of Your Audience: Do your homework

7. CASE EXAMPLE: Multicultural collections CASE EXAMPLE: Lee y serás Campaign • North Portland Library

8. CASE EXAMPLE: Multicultural collections CASE EXAMPLE: Lee y serás Campaign Principles relevant to this case include: • PRINCIPLE 3. Invest Before You Request: Create “community-centered” partnerships • PRINCIPLE 4. Develop Authentic Relationships: Maintain a long-term perspective • PRINCIPLE 5. Build Shared Ownership: Engage don’t just involve • PRINCIPLE 6. Walk Your Talk: Lead by example

9. CASE EXAMPLE: En tu biblioteca Campaign The American Library Association

10. CASE EXAMPLE: En tu biblioteca Campaign Principles relevant to this case include: • PRINCIPLE 7. Relate, Don’t Translate. Place communication in cultural context • PRINCIPLE 8. Anticipate Change: Be prepared to succeed.

11. Conclusion Data Snapshot: Demographics - Current U.S. Population • Multicultural communication engages voters, donors, customers, constituents and stakeholders. • By applying the eight principles, your organization can better advance your goals and mission and help create a stronger more equitable society. • While there are many nuances, approaches and perspectives to learn and apply, ultimately it all comes down to what we like to call the new 3Rs: Relevance, Relationships and Results.

12. Multicultural communication for libraries is an Investment in democracy’s best-dept promise Data Snapshot: Demographics - Current U.S. Population • Libraries ensure that knowledge and information are free and accessible to all • Libraries are a critical pathway to opportunity • Libraries help express the value and values of diverse audiences through programs, collections and services • Build upon these strengths by inviting patrons from diverse backgrounds to advance their vision for their community by investing in their library as a partner, advocate, donor or volunteer

13. Discussion Data Snapshot: Demographics - Current U.S. Population • Observations • Ideas • Questions • Inspiration