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A global challenge:
the power of
multi-cultural communications
12 sprInG 07
Communications is the most powerful tool a company has. Speaking to the right people at
the right time in the right way can dramatically improve product sales, company image and
reputation amongst a target audience. In a market place where there are diverse cultures, races,
faiths and nationalities, do companies implement this basic message to its full potential? Weber
Shandwick, one of the world’s leading global public relations fi rms, is tackling the traditional
question of targeted communications in the light of an increasingly diverse customer base.
head of Multi-cultural communications, rakhee vithlani (2000
bSc Managerial and Administrative Studies and 2003 MSc
business Management) is at the forefront of a new and exciting
area. “As the uK becomes increasingly diverse, companies are
steadily realising the opportunities of communicating to the
multi-cultural market, but it is apparent that many still do not fully
understand how to effectively tune in,” she explains.
whether raising the profile of a brand or product, working within
communities on a grassroots level or managing an issue which relates
to ethnic groups, it is important to engage potential customers by
moulding communications to a specific target group. “It’s important on
a number of levels,” elaborates rakhee. “Firstly, the economic benefits
cannot be ignored. studies suggest that the spending power of ethnic
minorities in the uK will reach £300bn by 2010 – an incredible amount
of money for any brand to ignore. Additionally, a deeper understanding
of cultural sensitivities and how people are represented is important for
public and private sector companies as well as the media.”
rakhee advises clients on how to reach ethnic groups through
media and public relations strategies. “My work is extremely
varied. one day we could be advising a Ftse 100 company, the
next working with government on sensitive issues. Approaches
to multi-cultural communications depend on the audience in
terms of origin and age and on the client’s brief but no matter
who I work with, the relationships I have with media and key
opinion formers is crucial to the success of any campaign. the
trick is to understand that no one size fits all. In order to reach
different audiences, a different tone and approach is required.”
since leaving Aston, rakhee has built up an impressive career
profile and has gained unique and relevant experience working
with ethnic groups all over the world. this places her in an
advantageous position not only to be able to speak authoritatively
on her profession but also to drive a new and exciting area.
“I joined weber shandwick‘s consumer Division through their
graduate scheme and worked on international pr projects for major
brands. this taught me an incredible amount about how campaigns
work on a global level. In 2005 I was working for an account which
took me to hong Kong through which I was granted a secondment
in china. having already spent time working in India that year, I was
exposed to the exciting but challenging opportunities presented by
emerging economies. It really struck me that our industry (and
country) is set for immense change in the immediate future and this
has implications for my profession and the broader communications
industry as a whole. on my return I had discussions with senior
management about formalising a practice which would ensure we
stay in the lead of these changes, specifically in the uK and we
agreed to set up Mcc, Multi-cultural communications, which I
lead.” her work has taken her all over the world. “I also recently
spent one month in the us
including lA, new york, chicago
and Dallas implementing sociopolitical
and urban campaigns to
reach the African-American and
hispanic people,” she explained.
Given the international market
place companies now work
in, the sensitivities and
needs of distinct groups
and their potential spending
power cannot be ignored.
her work to support and
advise companies engage
potential new customers
puts rakhee Vithlani at the
forefront of a new wave
of communications.
rakhee with Kanya King,
founder of Mobo awards
sprInG 07
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