Many companies do not feel it necessary to create advertising aimed specifically at Black communities. Sometimes Trevor Campbell, president of Porter Novelli, is asked in his public relations practice whether he has experience in ethnic media outreach? He says it is hard to measure the media that reaches ethnic communities.
“There’s media monitoring companies and they do not necessarily track those papers, there may be language barriers,” says Campbell. “You’re seeing in some ads that it’s not just a white person, you’re seeing people of all shapes of sizes and people are recognizing that the city is diverse. Ads are a bit easier. The thing with PR is that a spokesperson is interviewed by Sway Magazine by ex-product, many people are going to use that product. We’re looking to target Torontonians that drive fast cars. Perhaps it’s more inclusive that way as well.” Continue reading