Ch. 11 Reaching a Multicultural and Diverse Audience

1 05 2009

No audience is exactly like another.  They are groups with diverse cultural, ethnic, religious, and economic attributes.   Due to advancements in technology people are now capable on breaking down audiences into smaller groups (segments) in order to aid the PR communicator in understanding the characteristics of the segmented group to better communicate with them.  Because the groups are different characteristically, there are specific ways to cater to each group.

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