Baseline Study on Diversity Segments: Multirace AmericansPosted in Communications/Media Studies, Media Archive, Reports, United States on 2011-12-31 22:39Z by Steven |
Baseline Study on Diversity Segments: Multirace Americans
Institute for Public Relations
Gainesville, Florida
January 2008
15 pages
Bey-Ling Sha, Ph.D., APR, Professor of Journalism and Media Studies
San Diego State University
Sponsored in part by ConAgra Foods, Inc.
Public relations practitioners and scholars need to consider multirace Americans as an increasingly important public, with identities, motivations, and concerns unique unto themselves. This project benchmarks extant scholarship and government data regarding multirace Americans, and it articulates the implications of the research findings for public relations practice in the areas of long-term, strategic planning; new market opportunities; and respect and sensitivity.
Read the entire report here.