| Your boss just stopped by your office. He tells you | | | | So how can you reach the ethnic media? Here are |
| that he has decided to put you in charge of a major | | | | three ways: |
| upcoming news release. He wants you to reach the | | | | 1) Work With Your Ethnic Expert: Do you work at a |
| broadest possible audience. He explicitly tells you to | | | | law firm with an Arab attorney? Is a verdict about to |
| leave no stone unturned. | | | | come down in a high profile lawsuit the Arab |
| You respond by promptly ignoring 38 million Americans. | | | | community has been following closely? Contact an |
| According to New California Media, 13 percent of the | | | | Arab news publication and let them know you have an |
| U.S. population now turns primarily to ethnic media. If | | | | Arab expert available to comment. |
| you only pitch publications such as the Wall Street | | | | 2) Use a Translator: Foreign language ethnic media |
| Journal, Business Week, and Time, you will leave out a | | | | means having to translate your story not only into |
| huge chunk of your potential audience. More than ever, | | | | another language, but to another culture. If you are |
| a complete media strategy requires reaching out to | | | | having your story translated into Spanish, Arabic or |
| ethnic publications. | | | | Mandarin, for example, use a translator who can also |
| You might consider a publication such as Latina | | | | point out any potential sensitivities you may have |
| Magazine, with its 800,000 upscale Hispanic female | | | | inadvertently included in your release. |
| readers. | | | | 3) Spot a Trend: Have African-American youth |
| Or Chinese Daily News, with its 720,000 Asian readers | | | | suddenly started buying your product? Have Hispanic |
| in California. | | | | women suddenly started volunteering for a particular |
| Or Black Enterprise, with its more than one million | | | | cause in record numbers? Has a group of Korean |
| professional African-American readers. | | | | men started taking ballroom dance lessons at your |
| In fact, ethnic media is so hot, that categories such as | | | | studio? These types of "trend" stories are likely to |
| "Black," "Hispanic" and "Asian" may simply be too | | | | appeal to ethnic media. |
| broad. According to The Washington Post, specialty | | | | Working with the ethnic press may take extra work. |
| magazines are being published for groups as specific | | | | But with an audience of 38 million Americans who |
| as Indians in Silicon Valley and Arab American | | | | otherwise wouldn't have seen your story, it just may |
| business leaders. | | | | be worth your time. |
