Small Business Today Magazine SEP 2014 ELP ENTERPRISES | Page 20

EDITORIALFEATURE Diversity is Important for Business By Hank Moore, Corporate Strategist™ T his year is the 50th anniversary of the passage of the Civil Rights Act of 1964. Diversity is most important for business, the economy, and quality of life.  I have conducted many diversity audits of companies and have seen corporate America embrace diversity in many practices, including the workforce and suppliers.   Several years ago, we realized that specialized positioning and communications are necessary for social harmony and a global economy.  We are a diverse population and the same ways of communicating do not have desired effects anymore.   Diversity is about so much more than human resources issues.  It means making the most of the organization that we can.  It means being anything that we want to be.  Diversity is not about quotas and should never be perceived as imposed punishment.  By taking stock and planning creatively, we can and will embody diversity.   The premise of multicultural diversity is ambitious and necessary to achieve.  It is a mindset that must permeate organizations from top-down as well as bottom-up.  If not pursued in a sophisticated, sensitive way, good intentions will be wasted.   The following pointers are offered to companies who communicate with niche publics:   • Seek and train multicultural professionals. • Contribute to education in minority schools, assuring that the pipeline of promising talent can rise to the challenges of the workforce. writing and graphics quality will enhance the value of multicultural communications.   As media does a good The old theory was that society is a job of showcasing melting pot.  That philosophy evolved to multicultural events, note the salad bowl concept.  In either, one elit positively.  If thanked ement still sinks to the bottom.  We must enough, media will connow see it as a mosaic or patchwork quilt.  tinue to shine the light on Each element blends and supports others.  Diversity is a continuing process where we multicultural diversity. keep the elements mixed.   People believe that they are now think• Design public relations programs that ing differently and creatively about diversiembrace multicultural constituencies ty issues.  In truth, they are really rearrangrather than secondarily appeal to ing their existing prejudices.  To be diverse them after the fact. and united, societies must be sealed with • Interface with community based common purposes. groups, sharing in activities and civic   service, to learn how communications We can be diversified and unified at will be received. the same time.  We can remain culturally • Realize that minority groups are highly diversified.  We still can and should work diverse.  Not every Asian knows each together as a society.  We all hold cultural other nor speaks the same language.  values.  One set is not better than another. There are as many subtle differenc  es in every ethnic group as the next.  Look at the issues and how they affect Thus, multicultural communication is the total person.  Actions are always rehighly customized. quired.  Good intentions and political cor• Realize that multicultural communica- rectness are not enough. tions applies to all.  Black profession  als do not just participate in African It is short sighted to ignore changes in American community events.  Culti- society.  It is good business to recognize vate cross-cultural communications. opportunities for practice development.    In the Chinese culture, every crisis is first As media does a good job of showcas- recognized as a danger signal and always ing multicultural events, note it positively.  as an opportunity for overcoming obstaIf thanked enough, media will continue to cles.  In addition, every professional must shine the light on multicultural diversity. embrace a set of ethics.   Sophistication in the gauging of public Hank Moore has advised over 5,000 client organizaincluding public sector agencies, small businesses, opinion will result in a higher caliber of tions non-profit organizations, and 100 of the Fortune 500.  communicating.  The demands of an ev- Contact Hank by phone at 713-668-0664, by email er-changing world require that continuous at [email protected], or visit his website improvement be made.  Attention paid to at www.hankmoore.com.   18 SMALL BUSINESS TODAY MAGAZINE [ SEPTEMBER 2014 ]