In culturally diverse societies, public relations cannot be developed anymore from a ‘white’ perspective only. Spokespersons from your organisation are advised to be aware of the effects of their words on Asian, African and Latin American Europeans.
In our culturally diverse Europe, we have even become confused about the ‘etiquette’ in our societies. The anchorman of NOVA, the Dutch equivalent of BBC’s Newsnight, asked a Turkish-Dutch male Parliamentarian whether he was circumcised. Although the Parliamentarian politely replied the question was too personal to answer, it proves that we even face problems in understanding ‘what is’ and ‘what is not’ respectful behaviour.
In the Dutch city of Rotterdam, the local Leefbaar Rotterdam political party has experienced the negative effects of neglecting the growing force of Asian, African and South American voters. As a result, they have ‘encouraged’ this electorate to bring out their vote for the Leefbaar Rotterdam opponents.
The voter turnout among Asian, African and South American communities increased from approximately 35% in 2002 to approximately 50% in 2006. In comparison, the 2006 voter turnout of these communities in Amsterdam was only 31%. Leefbaar Rotterdam paid a heavy price for their negligence. On election night it received less than 1% of the Asian, African and South American vote, resulting in losing its position as the city’s largest single party in the local city council.
A lesson well learned for all commercial and governmental organisations. In the Europe of 2006, organisations cannot afford themselves to underestimate the power of this relatively new communities.
TransCity can assist your organisation in strengthening its relations with different communities, including updating your press lists with journalists from ethnic and cross cultural media.
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