A Case Study: Jamestown 2007

Norfolk, VA 23502
11 a.m. - Networking and registration
11:30 a.m.- 1 p.m. - Program

But even before corporate mandates, the Hampton Roads, Virginia region was known for its port, military presence, universities and tourism, making it ripe for the fusion of races, ethnicities and diversity. In September 2007, Mix, a local, monthly empowerment magazine celebrating the lifestyle and culture of people of color was launched. "We strive to produce editorial content that reflects Hampton Roads' multi-cultural community in all its diversity and vibrancy," said Wil LaVeist, editor-in-chief of Mix.

Black Enterprise Magazine noted that in 2007 the combined buying power of people of color was more than $2 trillion dollars, outpacing the White consumer by more than 80%. The magazine's"Diversity Watch" section, recently featured Michelle Gadsden-Williams, Vice President and Global Head of Diversity and Inclusion for Novartis Pharmaceuticals AG in Basel, Switzerland. Gadsden-Williams said that her company defines diversity as different cultures, communication styles, educational background, and work styles.

Diversity Initiatives are Working

·        Currently African-American small business owners and more than 600 U.S. companies are networking with businesses, trade organizations and government in South Africa to foster a fertile business climate, according to Black Enterprise Magazine.

·        The South Florida Avenue Coalition, beginning in 2001, positioned itself as the diversity employer of choice in South Florida.  The Coalition members, Ryder, Royal Caribbean Cruise Limited, Office Depot, Inc., NCCI Holdings, Inc. and Florida Power & Light Company leveraged their combined assets to maximize resume sharing, advertising, public relations and design elements. The result was generating 2.1 million impressions and an expanded Coalition from 5 to 10 companies.

Studies conducted by the University of Arizona and Harvard have suggested that mandated diversity training doesn't work. Voluntary programming has been more effective in increasing diverse representation in management. Meta Mereday of the Black Public Relations Society noted at the PR Coalition Summit in 2005, ". . .relations are strained in the global market because the diverse 'public' is not reflected or served in the message or by the messenger. . .[D]iversity truly transcends the notion that it is about color or gender, but of the mindset and the willingness to be open, to learn, and to grow."

As public relations professional we must accept that learning Spanish is not enough to satisfy diversity's call. Imagine attempting to communicate with Spanish speaking audiences from Mexico, Puerto Rico and Peru? How would our Spanish vocabulary change during each presentation? Or would it?