This year's election was historical for many reasons, most notably for the state of race relations in the US and for the impact that minorities had on November 4. When analyzing the results of the record number of votes cast this year, it becomes evident that certain groups – black and Latino voters – are now engaged and ready to be heard.
This election was a wake-up call to those who still were not convinced of the power of these multicultural communities. Fears that the minority vote would fail to show up for Barack Obama were unfounded. The number of minority voters who took to the polls was up from years past. CNN showed that he captured most of their votes: 96% of blacks, 67% of Latinos, and 63% of Asians. Companies and the C-suite can no longer deny the impact these groups have. Multicultural experts told PRWeek that they felt the high voter turnout proved the power of these groups.
As companies turn their attention to these multicultural communities, it is important firms stay visible and vocal now that history has been made. These communities are known to want a more personal connection with a company and to feel that they are making a difference. They also are very brand loyal.
A company can build such relationships by starting at the grassroots level. The approach should begin with a solid message, one that isn't afraid to be creative and take some risk. Once that is established, remain aggressive in your tactics and stick with it.
Obama's campaign looked at what was working with his supporters, like social networking, and built upon it, using it to his advantage, like announcing his VP pick via text message. PR pros will find the most success with their campaigns if they remain persistent and build a consistent, well-recognized brand for the multicultural consumer.
