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The spending power of the UK’s Black, Asian and Minority Ethnic (BAME) communities continues to grow exponentially yet business leaders, marketers and public relations practitioners are failing to tap into this lucrative market, which has already netted billions for brands in the US. Bright Star Public Relations, one of the UK’s PR consultancies that deliver integrated communications solutions will be hosting a seminar to address what UK businesses are missing out on and to highlight the business case for engaging with BAME consumers.

‘Communicating in Multicultural Britain’ takes place on the 2nd September 2008, with one aim in mind – to help communication practitioners and business leaders to adopt a heterogeneous approach when it comes to reaching out to consumers in the UK. Approximately 10% of the population is non-white and it is estimated that the spending power of the UK’s ethnic communities will reach £300 billion by 2010 (1). With such significant changes in the demographic and economic makeup of the country, the seminar organisers believe that a one-size fits all approach to communication is no longer adequate for brands to effectively build awareness, trust and subsequently loyalty regardless of the product or service they provide.

Speaking about the seminar, the organiser Bieneosa Ebite, Managing Director of Bright Star Public Relations commented: “UK businesses are still slumbering when it comes to the opportunities that exist in communicating with ethnic communities. In the US the combined purchasing power of ethnic Americans is estimated to be in excess of $1 trillion (2) and a diverse range of brands use integrated marketing communications campaigns to ensure that their messages are reaching these consumers. The market there has quickly recognised that mass marketing is not a panacea and is reaping the rewards of this approach.”

She comments further as to the reason why the UK market is moving at a slower pace: “Part of the reason why UK brands have not yet cottoned on to the potential that exists is that there is not enough cultural diversity at senior positions within the marketing and communications industry both in house and at agencies. There is also a lack of understanding about the business case and the methods for engaging with ethnic communities.This seminar will address all of these issues.”

The seminar will include an ethnic media panel enabling delegates to pose questions about how they can tailor their stories to the diverse ethnic media. There will also be case studies on how to reach ethnic communities through marketing and public relations campaigns as well as a presentation on the significance of a diverse workforce.

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Notes to editors:

(1) IDS HR study 825, July 2006
(2) The Multicultural Economy: Buying power in 2007

The seminar will take place on 2nd September from 8.30am to 12.30pm at the Chartered Institute of Public Relations in central London. Delegate places can be booked by visiting www.brightstarpr.eventbrite.com or by calling 020 3212 2152. The schedule for the seminar can be viewed here.

Bieneosa Ebite set up Bright Star Public Relations in 2007 after 9 years experience as a public relations practitioner, including working as a Regional Communication Manager at McDonald’s Restaurants for 4 years. Further details about Bright Star Public Relations can be obtained by visiting www.brightstarpr.net

The topics at the seminar include:

Using research to build successful campaigns
presented by Parveen Bdesha, Director at Starfish Research

Ethnic media panel discussion
Michael Eboda from Powerful Media
Emmanuel Botchway from Choice FM
Neena Kent from ME Media Ltd
Janusz Mlynarski from Polish Express

Reaching the UK’s Polish Community
presented by Mike Gibbon, Marketing Manager at MoneyGram International Ltd

Reaching the UK’s Asian communities
presented by Bieneosa Ebite, Bright Star Public Relations

Reaching the UK’s African Caribbean communities
presented by Patricia Macauley, Head of Cultural Diversity at COI

Diversity in the workplace
Presented by Sandra Kerr, Campaign Director at Business in the Community

For more information please contact:

Bieneosa Ebite
Bright Star Public Relations
Tel: 020 3212 2152
Mobile: 07958 044 321
Email: bieneosa.ebite@brightstarpr.net


This press release was distributed by ResponseSource Press Release Wire on behalf of Bright Star Public Relations in the following categories: Business & Finance, Media & Marketing, for more information visit http://pressreleasewire.responsesource.com/about.