One way to appeal to multicultural audiences

Today, many organizations across industries in the US and overseas face a key challenge: How to appeal to multicultural audiences with a memorable cultural diversity message generating trust and good will for the company.

Today, many organizations across industries in the US and overseas face a key challenge: How to appeal to multicultural audiences with a memorable cultural diversity message generating trust and good will for the company.

One way these organizations can accomplish this objective and enhance their prestige is by sponsoring a cultural diversity, digital arts exhibit on their Web site, with the goal of engaging these audiences artistically with the brand. This approach can strengthen a PR strategy in companies of all sizes because of its creativity, Web immediacy, and affordability.

PR professionals should champion this strategy to senior management as a viable way for the organization to improve its brand appeal with culturally diverse audiences and to position its brand in a unique way. Another benefit is that the organizational message expressed through the digital arts exhibit can be distributed via a number of communications vehicles including press releases, contributed articles, Web casts, online public education events on cultural diversity, blogs, search engines, selected venues such as airports and museums, and Internet community spaces.

The ideal time to incorporate this strategy into the PR arsenal is now because this strategy can help the organization build trust and name recognition with multicultural audiences while generating media attention and increased traffic on the company's Web site.

Flora Iacchia is a digital artist and a senior PR consultant. She can be reached at iacchiaf@bellsouth.net.

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