Applying International Principles to Domestic Multicultural Communication By Dr. Rochelle L. Ford,...

Applying International Principles to Domestic

Multicultural Communication

By Dr. Rochelle L. Ford, APRAssociate Dean

John H. Johnson School of Communications

Howard University

Session Goals• Understand the importance of

multicultural public affairs • Conduct better multicultural

communication campaigns and strategies with domestic audiences.

• Apply cultural competencies to local publics

Public Affairs

• Management function of building and maintaining mutually beneficial relationships between the Navy and its publics on whom the Navy’s success or failure depends.

(Modified Cutlip, Center and Broom)

Process of Public Affairs• Management of Communication

between the Navy and its publics (modified Grunig and Hunt)

– Research– Objectives– Plans and Programming– Evaluation

Public Affairs• 360° Branding• Relationship is key• Long-term is key• Reflection of social identity• Meet social and cultural needs• Play a role in social and cultural life• Caring about the whole individual/public

International Public Affairs

• Management function of building and maintaining mutually beneficial relationships between the Navy and publics in different countries on whom the Navy’s success or failure depends.

Culture• sum total of ways of living including

behavioral norms, linguistic expression, styles of communication, patterns of thinking, and beliefs and values of a group large enough to be self sustaining transmitted over the course of generations

Culture• High-context and

low-context cultures• Dimensions of time• High-touch and low-

touch cultures• Relationship to

nature• Hofstede’s Five

Cultural Dimensions

Hofstede’s Cultural Dimensions

• Power Distance Index (PDI)

• Individualism (IDV)• Masculinity (MAS)• Uncertainty Avoidance

Index (UAI)• Long-Term Orientation

(LTO)

Source: http://www.geert-hofstede.com/index.shtml

USA

• High Individualism• High Masculinity• Low Long Term

Orientation• Low Power Distance• Low Uncertainty

Avoidance

Important International Factors

• Intercultural Sensitivity

• Values

• Language

• Social Roles and Social Identity

• Avoidance of Ethnocentricity

Acquire Cultural Competency

• Mindfulness• Patience• Tolerance for ambiguity• Openness • Self control• Adaptive sensitivity

Cultural Sensitivity Competence• Personal

– Self-awareness– Sensitivity toward publics

• Skills– Research– Understanding of publics

• Experience– Multicultural Communication– Formal training– Exposure

Cultural Sensitivity in Advertising

Europe Europe Saudi Arabia Saudi Arabia

Diversity Exists WITHIN Societal Cultures

Diversity

• All of the differences that exist in people

• Primary– Generally can’t change

• Secondary– Fluid characteristics

Re-think General Market• General Market does have Culture. • Dominant Cultural Communication is more accurate

term• Label communication intra-cultural to when the Navy

is from or associated with same cultural group• Recognize the Diversity within Caucasian Americans

– Region,Religion, Education,Sexual Orientation– Gender, Age

Public Affairs MUST Communicate Across Differences Effectively

Communicate Across Differences

• Navy Diversity Directorate established:– Provide Navy leadership with the

tools and resources to help create and sustain a cultural awareness that values diversity and an environment where every individual prospers and contributes to the mission.

Importance of Multicultural Communication Campaigns

• Diversity Directorate:– Our Navy is a team whose people are treated with

dignity and respect, and are encouraged to lead and feel empowered to reach their full potential. -- internal

– Our Navy harvests and represents the strength of the Nation's diversity. -- external

• Changing Media-focus from mass to targeted/niche/customized

Diversity within your publics• Internal publics

– 15% female officers; 15.4% females enlisted

– Active Duty Enlisted:• 51.7% Majority (Caucasian/non Hispanic) • 20.8% African American• 12.7% Hispanic• 14.8% API/NATAM/other

– Active Duty Officer:• 80.2% Majority• 8.3% African American• 5.5% Hispanic• 6% API/NATAM/other

Diversity within your publics• Internal publics

– Reserve Component:• Enlisted:58% Majority; 42% Minority • Officer: 84% Majority; 26% Minority

– Civilian:• 65% Majority; 45% Minority

– Religion, age, years of service, education, martial status, etc…

Diversity in external publics• Hispanics

• 44.3 million Hispanics, 14.8% of total population of 299 million (2006)

• Hispanics accounted for one-half of the nation’s growth (2000- 2006)

• Hispanic growth rate (24.3%) was more than three times the growth rate of the total population (6.1%)

Diversity in external publics• African American/Black

– 40.7 millionAs of July 1, 2007, the estimated population of black residents in the United States, including those of more than one race.

– 13.5% of the total U.S. population.

– An increase of more than half a million residents from one year earlier.

Diversity in external publics• Asian/Pacific Islander

– 15.2 million of U.S. residents in July 2007 who said they were Asian alone or Asian in combination with one or more other races.

– 5% of the total population.

– 2.9%growth of the Asian population (2006-2007), the highest of any race group during that period.

Segmentation Segregation• Segmentation is based on

functional descriptions and similarities

• Segregation is based on dysfunctional stereotypes

Challenge with Cultural Identity• Avowal vs. Ascription

– Choice– Marketers tend to ascribe

• Situational Prominence– Salience

• Values• Socialization Process

– Institutions: family, educational, economic, political, religious

– Media: shape and reflect

• KEY: RESEARCH

Research

• Public Opinion Leaders

• Media Leaders

• Officials

• Local organizational leaders/activities

• Affinity groups

Elements of Excellence in Multicultural Communication

• Interdependence• Cultural Sensitivity• Value Diversity• Symmetrical

Relationship/Communication• Conflict Resolution/Avoidance• Staffing• Competence


• Interdependence– cultural publics/markets are people who

can affect the organization/brand and be affected by the organization/brand

• Political• Economic• Social


• Cultural Sensitivity– perceive and recognize the cultural dimensions or

patterns that can affect the perceptions, attitudes and behaviors of the organization’s cultural publics/markets.

• Avowal identity vs.Ascribed identity• Impact of identity on brand/issue• Stereotype Avoidance


• Value Diversity– acknowledge and respect the diverse

perspectives that may be brought by the organization’s cultural publics/markets

• Recognizing diversity exist within cultural publics• Tailoring message/creative to cultural cues• Timing of campaign reactionary/ preventative• Accepting of diversity internally (formally/informally)• Continuing or establishing relationship


• Symmetrical Communication– Use open, two-way communication techniques to

foster long-term relationships and mutual understanding between the organization/brand and its cultural publics/markets

• Diversity of interpretation• Agenda known to public• Trust building (cooperation,faith, care, support)• Acceptance and Appreciation (neglect)


• Conflict Resolution– can and should promote and maintain

relationships between the organization/brand and its cultural publics/markets through negotiation and compromise as means to resolving conflict

• Explain values of organization/brand and discover values of public/market

• Explain actions/decisions (process) of organization/brand goals and discover actions/decisions (process) public/market


• Staffing– Campaign practitioners should be aware of how

their own cultural backgrounds may shape their perspectives

• Know how your cultural background might influence decision/action/attitudes

• Know similarities/differences with target cultural public/market

• Staff account with those who can create from cultural publics perspective

Grade

2009 PAO Inventory

Majority: 169 (79%)

Minority: 48 (21%)

Compare to 2008 PAO?

Better than 2009

Navy?

2009 PAO Inventory

Male: 143 (66%) Female: 74 (34%)


Better than 2009 Navy?

O-7 0/2 = 0% Same, 0% No, 5% 0/2 = 0% Same, 0% No, 6%

O-6 3/18 = 17%

(2 AA, 1 API)

Yes, 15% Yes, 9% 3/18 = 17% Yes, 15% Yes, 12%

O-5 8/39 = 21%

(3 AA, 4 API, 1H)

No, 23% Yes, 14% 14/39 = 36% Same, 36% Yes, 13%

O-4 13/64 = 20%

(8 AA, 2 API, 3 H)

Same, 20% Same, 20% 19/64 = 30% Same, 30% Yes, 13%

O-1

To

O-3

24/94 = 26%

(11 AA, 9 API, 4 H) Same, 26% Yes, 20% 39/94 = 41% Yes, 38% Yes, 17%

Minority Gender

Officers – Community Shape

Grade

2009 PAO Inventory

Majority: 165 (81%)

Minority: 41 (19%)

Compare to

2008 PAO?

Better than

2009 Navy?

2009 PAO Inventory

Male: 143 (66%)

Female: 74 (34%)


Better than

20009 Navy?

O-7

AA: 0/2 = 0% Same 0% No (4%)

0/2 = 0%Same 0% No (6%)API: 0/2 = 0% Same 0% Same (0%)

H: 0/2 = 0% Same 0% Same (0%)

O-6

AA: 2/18 = 11% Yes 5% Yes (3%)

3/18 = 17%Yes 15% Yes (12%)API: 1/18 = 6% Yes 5% Yes (2%)

H: 0/18= 0% No 5% No (3%)

O-5

AA: 3/39 = 8% No 10% Yes (6%)

14/39 = 36%Same, 36%

Yes (13%)API: 4/39 = 10% Same 10% Yes (3%)

H: 1/39 = 3 % Same 3% No (4%)

O-4

AA: 8/63 = 13% Yes, 11% Yes (9%)

19/64 = 30%Same 30% Yes (13%)API: 2/63 = 3% Same 3% No (5%)

H: 3/63 = 5% Same 5% No (7%)

O-1

To

O-3

AA: 11/94 = 12% Yes 11% Yes (9%)

39/94 = 41%Yes 38% Yes (17%) API: 9/94 = 10% Same, 10% Yes (5%)

H: 4/94 = 4% No 6% Same (6%)

Officers – Community Shape

Minority Gender

Green – exceed Navy Yellow 90-100% of Navy Red - less than 90% of NavyGreen – exceed Navy Yellow 90-100% of Navy Red - less than 90% of Navy

Grade White Hispanic AA API Multiple M F M F M F M F M FNavy Enlisted 46.3% 5.9% 11.6% 2.4% 16.5% 4.5% 9.4% 1.6% 1.4% 0.3%All Navy E-9 75.4% 3.7% 4.4% 0.3% 10.8% 1.0% 3.7% 0.4% 0.5% 0.0%E-9 44.4% 11.1% 11.1% 11.1% 22.2% 0.0% 0.0% 0.0% 0.0% 0.0%All Navy E-8 66.9% 3.7% 5.7% 0.4% 13.4% 2.1% 6.7% 0.3% 0.6% 0.1%E-8 71.4% 14.3% 5.7% 2.9% 2.9% 2.9% 0.0% 0.0% 0.0% 0.0%All Navy E-7 58.7% 4.1% 7.6% 0.7% 16.7% 2.6% 8.4% 0.4% 0.8% 0.1%E-7 65.0% 11.2% 4.2% 2.1% 12.6% 2.1% 1.4% 0.7% 0.0% 0.7%All Navy E-6 52.1% 5.2% 9.1% 1.2% 17.5% 4.4% 8.8% 0.8% 0.7% 0.1%E-6 49.1% 15.6% 5.9% 1.3% 15.9% 4.4% 4.7% 0.6% 1.6% 0.9%All Navy E-5 46.8% 6.6% 10.7% 2.4% 17.0% 5.8% 8.5% 1.5% 1.5% 0.3%E-5 52.9% 14.9% 8.7% 2.4% 5.3% 4.1% 7.0% 3.2% 1.1% 0.4%All Navy E-4 44.4% 6.9% 13.3% 2.9% 15.4% 4.2% 9.3% 1.7% 2.1% 0.5%E-4 54.9% 11.2% 10.5% 3.4% 6.3% 2.6% 6.7% 3.7% 0.4% 0.4%Navy E-1 to E-3 36.6% 6.0% 14.9% 3.8% 16.7% 4.7% 11.5% 2.6% 2.6% 0.6%E-1 to E-3 45.3% 13.8% 8.0% 2.2% 11.2% 2.9% 10.1% 1.5% 3.6% 1.5%

Overall MC community diversity 2008

Green – exceed Navy Yellow 90-100% of Navy Red - less than 90% of NavyGreen – exceed Navy Yellow 90-100% of Navy Red - less than 90% of Navy

Overall MC Community Diversity2009

40

Civilian Media & PA Diversity Gender Comparison

Data from Fedscope (Full Time Perm only, as of September 07: including Marine Corps)

Minority ComparisonMinority by Grade

Gender by Grade

45% 45% 39%32%

55% 55% 61%68%

0%

20%

40%

60%

80%

100%

<=GS 8 GS 9-11 GS 12-13 GS 14-15

Female Male

27%20% 15%

0%

73%80% 85%

100%

0%

20%

40%

60%

80%

100%

<=GS 8 GS 9-11 GS 12-13 GS 14-15

Minority Non-minority

23% 20% 19%

77% 80% 81%

0%

20%

40%

60%

80%

100%

Federal DoD DoN

Minority Non-minority

50%40% 43%

50%60% 57%

0%

20%

40%

60%

80%

100%

Federal DoD DoN

Female Male

Per

cent

of P

opul

atio

nP

erce

nt o

f Pop

ulat

ion

Per

cent

of P

opul

atio

nP

erce

nt o

f Pop

ulat

ion

Multicultural Competence Characteristics: Personal

• Self-awareness of– How socialization effects your perspectives– How cultural heritage effects your perspectives

• Sensitivity toward publics– Recognize potentially sexist, racist, patronizing

communication– Recognize the extent of the influence of your

avowal cultural identity has on sensitivity toward members of same and different cultural publics

Multicultural Competence Characteristics: Skills

• Basic Communication Management– Research– Listening– Establishing trust among public/market– Establishing acceptance among public/market

• Understanding of Publics– Economic, social environments– Media, entertainment environments– Language and dialects

Practical Approach to Multicultural Communication

and Competence• Isn’t this a lot?

– Yes, but it’s nothing new just applying what we’ve been doing with “international markets” to specific or niche domestic markets

– It takes time


and Competence

RESEARCH

Practical Approach to Multicultural PR and

Competence• How do I pitch it to decision makers or management?

– Come in with the facts, stats, case studies, resources to get it done

– Emphasize the impact on the bottom-line• Recruitment• Retention of employees

– Work from a team approach• Human resources• Diversity management


• How can I put this into practice?– Reading, watching and studying

contemporary society– Get out of your comfort zone– Continue learning, listening outside of

your industry– Network – Pass it on– Repeat the above

Could you prevent

this?Intel’s Response

http://blogs.intel.com/views/2007/07/sprinter_ad.php

http://blogs.intel.com/views/2007/07/sprinter_ad.php


• Message test

Outcomes Tactics• Special Events• Media Relations• Information

Campaigns• New Media/Social

Networking• Advertising• Interpersonal

• Receive messages accurately

• Improve cooperation• Improve understanding• Establish long-term

relationships• Affirm cultural identity• Reinforce self-concepts• Increase organizational

respect for diversity

Same Important Factors

• Intercultural Sensitivity

• Values

• Language

• Social Roles and Social Identity

• Avoidance of Ethnocentricity

For More InformationRochelle L. Ford, Ph.D, APR

Associate Dean, Research and Academic Affairs

John H. Johnson School of Communications

Howard University

525 Bryant Street NW

Washington DC 20059

(202) 806-6528(o)

[email protected]

Applying International Principles to Domestic Multicultural Communication By Dr. Rochelle L. Ford,...

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