Reaching Multicultural Audiences

July 23, 2020

1:00 PM to 2:00 PM
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Communicating with diverse groups is about more than just adding a timely message a few times a year; it's about connecting with the communities you serve to create positive long-term relationships. This session will cover tips on what to do and what to avoid when communicating across cultures:

  • The importance of identifying the audiences you want to target,
  • The importance of identifying stakeholders and ambassadors for message buy-in, and
  • Key insights on creating campaigns for diverse audiences



Sandra Fernandez Bio:

Sandra Fernandez has spent her career helping brands connect to audiences through storytelling. She is a public relations and social media professional with more than 20 years of experience as a professional communicator. Through her roles with higher education, politics, government, nonprofits, and agencies, Sandra has acquired extensive media relations and crisis communications experience as well as expertise in digital communications. She enjoys helping organizations share their stories with the right audiences to reach their business goals.

Sandra’s professional experience includes co-founding Big Oak Tree Media, where she provides public relations and social media support to businesses, museums, nonprofits, and healthcare organizations. Through her agency experience, Sandra has provided expertise and guidance on engaging the U.S. Hispanic market in regional and national public relations and social media programs in consumer goods, healthcare, and telecom. She also has worked extensively in the public sector, serving as spokesperson for the Houston Mayor’s office and as Manager of Public Relations for the Houston Public Library. You can connect with her at [email protected].