5 Tips for Building Brand Believers

March 20, 2015

By Vilan Trub, Business Wire

Bernadette Morris, CEO and President of Black PR Wire, and Raschanda Hall, Director of Global Media Relations at Business Wire, cohosted a conference spotlighting the best practices in multicultural marketing. Hall explained that it was important to understand how to tap into the Black market because “according to Target Market News, the Black American economy already represents the 20th largest market in the world.” The event was initially described as a webinar on how to best reach the Black market, however, what resulted was a fantastic discussion that applied to all developing campaigns, reflecting how connected society has become in a digital world.

  1. Multicultural Markets are more Connected than Ever Before

Communications professional Danyele L.C. Davis, Vice President of Flowers Communications Group, explained that multicultural markets are more connected than ever before.

“The one thing I really want to dispel is that total market is not general market.”

Flowers Communication Group has successfully implemented the Cultural Fusion Model: Assess, Embrace, and Customize. Targeting minority markets the way they were targeted in the past is outdated and destined to alienate your target audience. Millennials see themselves completely differently and the best way to reach them is to assess cultural nuances.

  1. Who Influences Your Target Market?

Courtney Cunningham, Esq., Co-Founder and Managing Director of Commonground/MGS, explained that minorities, like all people, are influenced by region, religion, and upbringing. He referenced a series of commercials in which a Black male is shown failing at many attempts to use household products to do some basic cleaning. This example showcases how a target market is not being effectively reached because the people behind the advertising campaign have a misconception that minority males do not know how to take care of a household. He compared his reaction when watching the commercials to that of a professional lawyer watching a highly dramatized courtroom drama. The result is that you know what you are watching is fake, a stereotype.

  1. Don’t Just Target Your Market, Go to Them!

Danyele L.C. Davis brings up the example of technology and faith. The accepted idea was that cell phones had no place in church. It was considered a big “no-no.” That notion has since changed and the only way to know that is to be immersed in the community. The result was a newfound knowledge that Bible apps and selfies are regularly being used as a mode to connect in church and are quickly becoming integral to the faith community. It was the authenticity behind her attempts to understand this community that led her to identify current trends and make an impact with the #inspiredmobility campaign.

  1. Employees Must Be Brand Ambassadors

Alicia R. Alston, Vice President of Global Communications at Prudential Financial, Inc., stressed the importance of authenticity when attempting to build a connection with a market. She expressed that creating a legitimate and lasting connection with a market can only occur when the people responsible for implementing a campaign have a clear understanding of both the target market and their respective community. Alston makes the point that “employees be brand ambassadors for us” in regards to how employees should represent their respective companies.

  1. There’s More Than One Type of Marketing

Amber Bullock, Executive VP, Community & Youth Engagement for American Legacy Foundation, has been engaged in what is called counter marketing. American Legacy Foundation has been behind the easily recognized Truth anti-tobacco campaign, aimed at educating and influencing the public by exposing the dangers of using tobacco products. Bullock believes that to be successful in today’s world of communication, the emphasis must be placed on people and not the product.

The hour-long conference was followed by half an hour of question and answer. There was a clear consent amongst the group that the communication landscape is changing and it is important to understand what those changes are in order to connect with any target market. The millennial generation is not only forcing the industry to rethink the concept of multicultural marketing, but marketing in a much broader sense. Ultimately, all marketing is target marketing because the idea of a general market is one that is at best misconceived.

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Business Wire and Black PR Wire Host Free Webinar: Building Brand Believers

February 23, 2015

By Serena Ehrlich, Social + Evolving Media, Business Wire

In recognition of Black History Month and in celebration of their continued partnership, Business Wire and Black PR Wire will host a free best practices webinar for business professionals featuring a distinguished panel of accomplished corporate leaders, brand representatives and non-profit pioneers. The panelists will share their case-studies and insights on how they have connected with black consumers for their industries and organizations.

What:   Building Brand Believers: How to Reach the Black Market
When:  Wednesday, February 25, Noon – 1 p.m. ET
Register now: http://go.businesswire.com/Building-Brand-Believers

Featured Speakers:      

  • Alicia R. Alston, Vice President, Global Communications, Prudential Financial, Inc
  • Amber Bullock, Executive VP, Community & Youth Engagement, American Legacy Foundation
  • Courtney Cunningham, Esq., Co-Founder/Managing Director, Commonground/MGS;
  • Danyele L.C. Davis, Vice President, Flowers Communications Group.

“This will be a powerful session that no PR professional would want to miss,” says Bernadette Morris, CEO of Black PR Wire.  “These experts will share their experiences and we all look forward to hearing from them.”

The webinar is free and open to the public. However, registration is required for all participants. To register for the session, please visit http://go.businesswire.com/Building-Brand-Believers.  Registered guests will also be able to follow along with our conversation and ask our panelists questions by tracking and including the #bwbprw hashtag on Twitter during the webinar.

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The Role of PR in Multicultural Outreach: Has Your Program Adapted?

April 9, 2014

This week, Business Wire Paris’ Hannah Kelly’s article on The Role of PR in Multicultural Outreach is featured in CommPro.biz.

With the globalization of the communications industry, and the ever-changing demographics of the United States, multicultural outreach has never been so important. Currently, the combined buying power of the Hispanic, Black, Asian and Native American communities combined is over $1.5 trillion, with Hispanics opening small businesses three times faster than the national averageAs these key audiences gain influence, organizations must customize and adapt their programs to meet the unique needs of each.

Read the full story at http://www.commpro.biz/public-relations/role-pr-multicultural-outreach/

Learn more about Business Wire’s multicultural PR services: https://www.businesswire.com/portal/site/home/demographic-targeting/

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Remembering Heroes of Yesterday; Communicating to Win Today

February 11, 2013

by Bernadette Morris, President/CEO, Black PR Wire

Bernadette Morris, President/CEO, Black PR Wire

Bernadette Morris, President/CEO, Black PR Wire

Remembering the heroes of yesterday comes naturally to us today. Malcolm X, Dr. Martin Luther King, Jr., and Rosa Parks — these are some of the people who ignited a spark. They each had a goal and purpose in mind. And that is why their legacy continues to shine. Recognizing them and others during Black History Month is a ritual that we follow every year. They lived their lives with purpose and made life easier for those of us that are still here.

Heroes of yesterday represented our race. They wanted us to live our lives as equals, despite the obstacles they faced. These men and women fought against injustice and stood up for humankind. They knew how to communicate to win and follow their dreams relentlessly – which is what we all must do if we do not want to be left behind. Planning for growth is inevitable, it seems. In celebration of Black History Month, let’s follow behind the path of our heroes of yesterday and live our dreams!  Here are a few tips to help YOU communicate to win and grow your business:

  •  Guarantee it – Guarantee your customer that your products/services are of the highest quality.  Go beyond the call of duty to ensure that you are meeting all quality standards.
  • Recycle your ideas – Keep track of your ideas.  You never know when one of them may work for a specific project or initiative.
  • Work your marketing magic – Always develop a winning marketing plan and adhere to the objectives that were outlined in the plan.
  • Show and tell – Don’t just tell people about what you have done, show them.  Provide them with visible promotional products and product samples.
  • Use creativity – Creativity plays a major role in helping companies to accomplish their objectives.  Be creative in all of your project endeavors – strive to be unique and distinct.  The more your product/service stands out from the competition, the more you will be noticed.
  • Be dependable – Make a conscious effort to always be dependable and honest in your business dealings.  Customers tend to be loyal to those they can count on.
  • Enter as an expert – Learn your market and become an expert in your chosen field.
  • Show you know – Show your customers that you know what you’re talking about.  Convince them that you know your product and what is best for them better than anyone else does.
  • Commit and never quit – Always remain committed to your goal and remember your reason for being in business.
  • Stick to your strengths – Remember what you’re good at and continue using your natural talents to take you to the next level.
  • It it’s not broken, fix it anyway – Always search for new and innovative ways to do the same tasks.  You’ll find that a little creativity can produce amazing results.
  • Be ready for change – Be prepared to deal with the constantly changing business climate.

Want to hear more from Bernadette?  Register to attend the Business Wire and Black PR Wire 2013 Minority Leadership Series.


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