17. Multicultural Marketing and PR with Stephen Macias

Don't be performative, strive to be transformative. This week, Stephen Macias, President of MulitCultural Comms & PR at Rogers & Cowan PMK, joins Melissa to discuss the necessity and impact of multicultural communications.

About Stephen:
For almost 20 years, Stephen Macias created communication and public relations strategies that connect brands to consumers in the LGBTQ community, communities of color, and female-driven initiatives. Macias founded the D&I practice at MWWPR in 2014. During his time at MWWPR, he built an award-winning Diversity and Inclusion practice covering consumer lifestyle, diverse film and television projects, and nonprofits. He's worked with clients like Hilton Worldwide, Doritos, Amazon, FX, the San Francisco Gay Men's Chorus, and LA Pride. With an increasingly divided consumer base across the U.S., Macias has now at taken his work to one of the world's leading agencies, Rogers and Cowan/PMK to continue navigating successful campaigns for global clients with innovative approaches to reaching diverse communities.

Topics covered:
- The evolution of multicultural communications
- Tips for improving diversity efforts
- Great examples of multicultural campaigns
- Utilizing value graphics

Actions to take:
- Don't use a cookie-cutter approach
- Listen to understand
- Think about the "why"
- Combine your lived and learned experiences
- Be confident about who you are and proud of where you came from

Resources mentioned:
- Doritos Dia de las Muertos campaign
- Mastercard campaign with Jennifer Hudson
- MVW Communications
- PR Pro Gear