Question: How do you feel about the way that the media portray people from Black and Ethnic Minority backgrounds? Typical/collated response: There are two main problems. One of these is that there are few positive images of people from such communities. It is all too frequent that we see negative stories although I realise that these events may be more newsworthy and the way that papers are sold. The other problem is that there is still a great deal of tokenism with token images of BMEs, rather than real understanding. Question: What advice would you give to people who wish to target people from Black and Ethnic Minority backgrounds? Typical/collated response Don’t get involved in targeting BMEs if you’re not genuine – it will show. Avoid token gestures – and be aware that the “Black Pound” is strong so it really is worth-while targeting these markets Make sure you know and understand the markets you’re targeting Just as you would with any other target market, segment and segment again. Don’t pigeonhole people and be aware of the large variety of factors that influence your target market, not just the colour of their skin. |
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