With the upcoming PR Boost on Aug. 15th, PRSA Colorado is doing a series of blog posts on nonprofit public relations. At PR Boost, each volunteer, who must have a minimum of three years experience, will consult with two nonprofit organizations during two separate 60-minute sessions. If you’re interested in contributing a blog post, please contact Liz Pope at evpope@gmail.com.
You don’t have to be well-versed in a foreign language to communicate effectively to communities of color. However, you do have to continue to be professional, open and engaging as you approach unfamiliar communities that fall out of your usual scope of work. Reaching these communities is about building trust — and transparency is the key to that relationship.
Imagine trying to develop relationships within your own neighborhood. If you want to get to know your neighbor next door, you have to start a conversation. You might share a cup of coffee while you talk about landscaping or children — and it’s that simple conversation that begins the relationship.
The same applies in approaching a new market — you get to know a new community by having a conversation at an event or community function and getting to know people face-to-face. Once you have planted the seed of transparency, you recognize the common interests you have and begin sharing information.
Know Your Community – Attend local community events and get to know local leaders and community members. Find out what makes up that community and its key issues. For example, is the community predominantly African American, Hmong or Vietnamese? Are there key leaders you want to get to know who can advocate for your organization? Research and immersion into the community can help you determine how your organization can partner or provide benefits.
Be Active In The Community — Remember, you don’t build relationships behind a computer — and you definitely don’t build trust. As you meet more frequently, you begin to build trust and find new paths to drive your communications messages. Keep showing up! It strengthens your comfort and allows you to network.
Don’t Assume – Never assume that communities of color speak only certain languages. For example, some segments in the Latino community are made up of fourth generation Mexican-Americans who speak mainly English, while others may be first generation Guatemalans who are more comfortable with Spanish. Find out what makes sense for those you are trying to reach, then develop materials in the appropriate language. It is okay to ask questions.
Be Yourself – You do not need to be of the same skin color to be a friend. We all know this inside, but we hesitate in approaching communities outside our scope. If you have a friend in the community who is already engaged, attend a few events with that person to build your confidence. Just be yourself and be respectful of the culture. The rest comes with a handshake and a friendly smile.
Timi Aguilar
President, Aguilar Public Relations
timiaguilar@aguilarpr.com/ 303-488-9469
www.aguilarpr.com
All great points. I’d hammer home ‘Being Active In The Community.’ Being present and engaged, and building trust are vital and only solidified over time, and you’ll be amazed at how much you’ll learn.