The Multicultural Media Boom  Why you need to include
multicultural media sources in your PR efforts  According to
recently published census figures, approximately 40 percent of
the population under 30 is classified as "non-white" and
minority groups are expected to be the fastest growing segment
of the U.S. population over the next 50 years. Just as companies
have modified their product lines to meet the interests of
different market segments, they're seeing the benefit of using
multicultural marketing and PR tactics. Gina Amaro Rudan,
director of multicultural and international markets for PR
Newswire, offers her insights into how small businesses can
leverage this opportunity. Why should businesses consider
multicultural marketing in their communications activities?
Rudan: Reaching different cultures living within the United
States can have a tremendous impact on a company's bottom line.
For small businesses that have limited time and money to devote
to marketing and PR, the impact can be even more profou