Multiple Services for Diverse Audiences

With Fleishman-Hillard's multicultural practice, you benefit from a distinct range of services including:

  • Strategic planning - so your message resonates the right way with the right audience;
  • Alliance networking and media relations - so you can tap into the power of key influencers within target communities;
  • Grassroots outreach - so you reach business objectives in specific markets; and
  • Competitive intelligence – so you achieve priority positioning in the multicultural marketplace anywhere in the world.


For More Information

North America
Karen Fernandez
FH Houston
713-513-9508
Contact Me

Ana Toro
FH Atlanta
404-739-0158
Contact Me

 

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Multicultural

Ensuring Relevance to Effectively and Credibly Reach Diverse Audiences

Fleishman-Hillard's multicultural practice doesn't just communicate with your target audience – we speak their language. We're fluent in more than a dozen languages, including Spanish, French, Portuguese, Mandarin, Japanese, Urdu, and Hindi. But our fluency extends beyond linguistics to a concentrated understanding of our diverse audiences.

Our team members are based all over the world – Atlanta, Austin, Beijing, Chicago, Dallas, Hong Kong, Houston, Johannesburg, Kansas City, London, Madrid, Mexico City, Miami, New York, Paris, San Francisco, Tokyo, Toronto, Washington D.C., and other key locations. In each of these multicultural cities, our public relations experts understand the local, regional, and national diversity challenges being faced in that part of the world -- including ethnic origin, gender, age, sexual orientation, religion, etc. -- and in many instances have personal and professional presence in these communities.

Our experts work with you to bring results. Real. Quantifiable. And consistent with your goals. Here are a few examples.

A Grassroots Approach to Communicating with Special Populations

The Kansas City, Mo., Health Department (KCMOHD) identified an alarming rise in syphilis cases in the Kansas City (KC) metro area — a dramatic increase of 300 percent over the course of one year. Swift action was necessary to control the outbreak. We partnered with KCMOHD to educate vulnerable populations about the risk of syphilis, conduct syphilis testing in local bars and lounges, and work with credible spokespeople to promote the availability of free confidential testing through the two-month, "Did you take syPHILis home last night?" campaign.

The result: The KCMOHD was able to test 9,840 people in 2005, a 17 percent increase from 8,421 in 2004.

Using Public Relations to Reach Out To Different Audiences Around the World

Five South African financial institutions joined together as a non-profit organization to launch the Mzansi account - a transactional bank account – designed for the primarily low income, native, South African population, to save and protect their money in banks rather than their homes. In the past, these banks operated as white minority owned institutions, whose history of trust with the native population was non-existent. So six weeks prior to the Manzsi launch, the financial institutes hired Fleishman-Hillard to create an awareness and acceptance program for Manzsi the countrywide account.

The result: In only three months, more than 250,000 Mzansi accounts opened and nine out of ten were created for first time customers.

Creating Brand Relevance to Secure Brand Affinity

In recent years the cruise industry has suffered, having had to absorb the drop in travel as a result of 9/11 and the economic slump, but spending and frequency of travel was booming in the African-American community. For Royal Caribbean to capture the African-American travel market and demonstrate relevance and commitment to the African-American community, it launched an influencer and direct-to-consumer program that combined cruise trial, community giving, and credible brand visibility. "A Royal Celebration of Art: On-Ship Art Auction Series," created an on-ship experience that illustrated how Royal Caribbean meets the needs of the African-American traveler, generates an appealing family experience, and allows cruise trial without purchase.

The result: The campaign's success was proven from the percentage of event attendees interested in cruising with Royal Caribbean, the number of registrants for the art auctions, the money raised for high school artists in the African-American community, and the positive feedback from the African-American community. More than 95 percent of attendees said they were very or somewhat likely to take a Royal Caribbean cruise following the events and Royal Caribbean has seen a spike in African-American professional and affinity group travel as a result of on-ship art auction participation by leaders of these groups.