Multicultural media is a strong engagement lever, not a gimmick

Mobinah Ahmad, account director at Fifty Acres, warns that neglecting multicultural media in favour of mainstream placement comes at a cost.

In the land of public relations, everybody aims for tremendous reach. Most of the time, that means mainstream media. However, communicators often forget that the type of audiences you reach matter – the old “quality versus quantity” debate.

As a communicator, it confuses me when others in my field palm off multicultural media as insignificant. This outdated contention does a great disservice to the Australian landscape and means that crucial audience segments are not being met with messages.

Multicultural media can achieve something that mainstream media cannot. It provides and caters to a range of diverse voices and communities, and those with different backgrounds – such as migrants who now mistrust mainstream news – are more likely to engage with media appropriately tailored to the unique aspects of their lives.

Media that is community-focused and community-centric is developed in an appropriate, respectful, and impactful fashion. Through mediums like print, radio, videos and online news, community initiatives are translated to the right audiences.

Community initiatives employing these mediums are used to discuss problems, and offer solutions faced by diverse communities, with adequate consideration for their cultural, linguistic and religious backgrounds and values. Through an array of opportunities, multicultural media allows you to connect meaningfully and effectively with different groups in a way that mainstream media cannot, or will not.

Read the full article on Pro Bono News.


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