This article is reprinted from the A.T. Quarterly, Volume 5, Number 1 (1994)
Efficient provision of services to underserved populations requires the same
skills and planning as any well thought-out marketing campaign. Multiple strategies, persistence,
sensitivity to audience response, and a willingness to learn are successful strategies for reaching
a target audience regardless of whether the goal is to sell automobiles or publicize available
services.
Having a Plan
Any effective outreach begins with a plan, and marketing plans begin with a thorough look
at the target audienceždemographics, values, concentration, habits, income, and general level
of education. If, through surveys or other research, it is discovered that compared to other ethnic
groups disproportionate numbers of Hispanics are not using state assistive technology project
services, a review of the project's marketing plan is in order. The question of how to target this
population must begin with a thorough understanding of who they are and why they are not using
project services. Is there a language barrier, a breakdown in communications, a cultural antipathy
to your approach? None of these questions can be answered until more is known about the target
audience.
General knowledge about the Hispanic culture as well as specific facts about Hispanic
individuals in the local community can be easily found and used to develop a cogent outreach
program--one that delivers useful services in a manner compatible with the target audience. For
instance, the very term "Hispanic culture" is at best a general phrase for the many different
subcultures that comprise the Hispanic influence in America. Differences across the nationalities
exist although similarities across these subcultures contribute to the development of values and
cultural norms characteristically called Hispanic. The similarities include:
However, like any other culture, the Hispanic population is comprised of individuals. As
such they may hold positions which vary from the commonly understood cultural similarities of
the group. This is an important consideration as marketing plans are developed. While
recognition and consideration of cultural similarities is essential, it is equally important to guard
against perpetuation of sterotypes. Marketing plans, to be successful, must always consider the
individual consumer. A suggested reading list on various ethnic groups in America follows this
article and a more extensive list is available from the Project Reaching Out Office.
Gathering Data
Following a thorough lesson in Hispanic culture, it is necessary to gather particular facts
about the Hispanic Americans in the state or community:
The answers to these questions range from simple statistical data to more subjective
responses. The purpose in gathering this information is to ascertain gaps and the reasons for
them. Statistical data are available from several sources:
Major libraries may carry these federally funded statistical profiles. Also, other state or local
service providers may have information on the local area, perhaps even on Hispanics with
disabilities.
A general look at statistical data may uncover which ethnic groups or specific populations
are not using project services. If a group emerges as underserved from this review, then an
outreach program tailored to the group's specific profile is in order.
Reaching Out Into the Community
Once a knowledge base about Hispanic culture and local demographics is established,
outreach efforts can be planned. Project Reaching Out's own experience this past year to identify
and test strategies to reach the Hispanic community confirm what experienced marketers know
and practice: There is no single approach that will be successful in reaching all individuals in
the community. Even if local data indicate that all the Hispanics in the community reside within
a five-block radius, differences in age, gender, nationality, education, literacy levels, and family
status would still preclude the success of a single outreach effort within those five blocks.
Various approaches and the flexibility to adjust those approaches will be needed no matter which
underserved population is targeted.
However, once the targeted population is researched the message to them can be formulated,
both in content and approach. Content should be clear and concise. Avoid using terms
unfamiliar to the general public. For example, "assistive technology" means little to the average
citizen and should be used only with careful explanation in outreach materials. In pilot training
programs, Project Reaching Out staff discovered that the terms most readily recognized by the
public were "adapted equipment," "adapted devices," or "products/devices/equipment that make
life easier for persons with disabilities."
The approach can vary with the nationality but certain aspects are obvious, such as the use
of the Spanish language to reach Hispanics. Also, a Hispanic person with strong cultural ties to
the community will be a more effective spokesperson. Bilingual and Hispanic staff help to
decrease language barriers, validate the program to those Hispanics who may not be comfortable
outside their own cultural milieu, and they increase the programžs capabilities to serve all of the
community.
The specific message and approach points the way to avenues of communication. Is there
a local television or radio station that broadcasts in Spanish; is there a Spanish-language
newspaper? If so, then public service announcements may be a good outreach effort. Flyers and
posters in predominantly Hispanic areas and in popular Hispanic gathering places may also be
effective. Perhaps there is a local Hispanic-run graphics business that would (for a reduced or
waived fee) assist you in creating colorful and eye-catching brochures or PSAs (public service
announcements). Even cartoons may be used effectively as attention-getters.
Also, one should not overlook the personal touch. Because of the value placed on personal
relationships and personal respect in Hispanic culture, this is an especially important area for
Hispanic outreach efforts, and one that should not be overlooked for any targeted group. Staff
visits to Hispanic community organizations and leaders can spread the word of the program's
existence and its capabilities to help. A social service agency active in the targeted area may also
be tapped to help with referrals. This agency needs to be thoroughly familiar with the program's
services. A presence at Hispanic festivals and other community events and strong contacts with
community-based Hispanic organizations must be ongoing and personal.
Be Ready for Success
Successful outreach is just the first step. It is also necessary to deliver the goods! Once
Hispanic individuals begin contacting the program, you must be ready to respond to phone calls
and visits by Spanish-speaking clients. Bilingual and, if at all possible, Hispanic staff should be
on hand. Regardless of the targeted population, a willingness to be guided by that particular
culture's ways of communicating and a sensitivity to the individual's right to equality and fair
treatment "cultural sensitivity" need to guide the program's fulfillment efforts just as they guided
the outreach efforts. Quality services delivered efficiently and effectively to everyone making
up the American community is a goal which needs no clarification.
Recommended Books On Cultural Diversity:
1. Locke, D.C. Increasing Multicultural Understanding: A Comprehensive Model.
Sage Publications Inc., Newbury Park, California, 1992. A practical book to increase
multicultural awareness, knowledge, and skill. Includes chapters on African-Americans, Amish,
Japanese Americans, Puerto Rican Americans, Native Americans, and more.
2. Mcadoo, H.P. Editor. Family Ethnicity: Strength in Diversity. Sage
Publications, Inc., Newbury Park, California, 1993. A volume of writings from distinguished
authors on the meaning of family ethnicity in relation to five major cultural groups: African-
Americans, Hispanics, Native Americans, Asian Americans, and Muslim Americans. While each
group faces a separate set of issues, all deal with relating to the majority culture, assimilation
versus accommodation, poverty, inequality, isolation, and discrimination.
3. Brislin, R.W., Cushner, K., Cherrie, C., & Yong, M. Intercultural Interactions: A
Practical Guide. Sage Publications Inc., Newbury Park, California, 1986. An excellent
training device, this book uses the "critical incident" technique whereby actors role play an
incident containing a multicultural theme and some common characteristics of interpersonal
interactions. It is a useful tool in helping individuals adjust to another or new culture.
4. Pederson, P. A Handbook for Developing Cultural Awareness. American
Association for Counseling and Development, Alexandria, Virginia, 1988. Role-playing
techniques are also used in this book to help counselors and others identify and overcome
culturally learned stereotypes.
The A.T. Quarterly was a newsletter developed by the RESNA TA
Project under a contract with the National Institute on Disability and Rehabilitation Research
(NIDRR), U.S. Department of Education (ED). The content, however, does not necessarily reflect
the position or policy of NIDRR/ED and no official endorsement of the material should be
inferred.