Multicultural Engagement

IN a nation where multiple cultures co-exist, the importance of building intercultural relationships is becoming more and more imperative. Multiculturalism is practiced by Edelman and has become one of their areas of expertise.

As populations diversify and grow, so must the way that brands and companies communicate and build relationships with their consumers. In 2010, the U.S. Census report revealed that more than 85 percent of the growth in the U.S. population over the last 10 years comes from multicultural segments, growing at a faster rate than the rest of the population. Combined, African-American, Asian, Hispanic and LGBT communities have a purchasing power of more than $2 trillion.
Edelman's approach to the importance of multicultural engagement allows them to reach a greater and more diverse audience, and also increases real impact.

"Viva Mexico" in chapter 9, reveals Edelman's work with an account with Mexico, aiming to increase tourism throughout North America. "After a year long international PR effort that helped to double tourist travel to Mexico, Edelman won a landmark two-year, $10 million campaign extension to continue its efforts, making Mexico Tourism the firm's largest account to date."

To focus on multiculturalism and being able to help their clients reach the audiences that make up our communities today, is something that is driven from within the firm. Not only are they able to expand their base, but they have become a leader within the multicultural PR practice. Many of  their PR pros come from diverse backgrounds, allowing them to create more effective campaigns. Edelman personally knows the consumers and audiences they are targeting. Why? Because they are them.
Check out this article from Target Market News about new multicultural clients and new leadership within the firm here.