Multicultural Marketing

We live in a multicultural world. To communicate with people in Silicon Valley, California, the United States and around the globe, translation is never enough.

PRx begins each multicultural communications project by examining the client’s goals, creating strategies and tactics that take advantage of cultural opportunities while making sure that there are no cultural or linguistic pitfalls we should avoid.

For instance, when planning a piece of collateral for children that had a colorful, jungle theme, we carefully researched the significance of certain animals and colors in Latino and Asian cultures. Or in developing outreach to parents of children who need health insurance, we performed research that established that speakers of English, Vietnamese, Mandarin and Spanish differ significantly in the value they place on advice from teachers vs. doctors vs. religious leaders.

Call it “transculturation” instead of “translation.” At PRx it means planning the program with the diversity of populations in mind, not just translating copy at the end.

Almost all our work for Santa Clara Valley Health & Hospital System is produced in English, Spanish and Vietnamese. With clients such as the Vietnamese Heritage Society and the Mexican Heritage Plaza, and a long list technology companies with operations in multiple countries, we have produced written and recorded materials in Mandarin, Cantonese, Japanese, Korean, Spanish and Vietnamese.

PRx account managers work closely with members of the ethnic media to buy and place advertising and editorial stories. As one of the first members of the International Public Relations Network, we work with local agencies in 30+ countries around the world to produce press conferences, events and media attention.