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<DIV>Article offers principles, practices for effective multi-cultural
communication
<P><B>CHICAGO</B> — The American Library Association (ALA) Public Information
Office announced the release of <STRONG>“Increasing Relevance, Relationships and
Results: Principles & Practices for Effective Multicultural
Communication—Library Edition,” </STRONG>written by the Metropolitan Group, a
leading strategic communication and resource development agency specializing in
work with libraries. </P>
<P>The article defines eight principles and practices for effective
multicultural communication, and highlights the important, integrated role
multicultural communication plays in creating social change. </P>
<P><A
href="http://www.ala.org/ala/issuesadvocacy/advocacy/publicawareness/campaign%40yourlibrary/prtools/Metropolitan%20Group%20M.pdf">Click
here to download</A> <B>“Increasing Relevance, Relationships and Results:
Principles & Practices for Effective Multicultural Communication—Library
Edition.”</B></P>
<P>The promotion and distribution of the article is a joint effort of ALA’s
Public Information Office and the Metropolitan Group. Earlier this year, the
Campaign for America’s Libraries and the Metropolitan Group launched ALA’s
largest-ever bilingual advertising campaign—<I>en tu biblioteca</I>—promoting
library usage among Latino communities across the country.</P>
<P>“If you are not thinking about communicating to multicultural audiences, you
should be. This material offers excellent recommendations that enable
communicators to effectively amplify their messages with changing audiences.,”
said Mark Gould, Director, Public Information Office, American Library
Association. “.PIO has developed multi-cultural initatives in the past , and we
felt others would find this information useful.” </P>
<P><STRONG>“Increasing Relevance, Relationships and Results: Principles &
Practices for Effective Multicultural Communication—Library Edition”</STRONG>
highlights tangible actions to demonstrate how each of the eight principles for
effective multicultural communication can be applied in a library context.</P>
<P>It draws on the Metropolitan Group’s experience working with libraries of all
types and sizes and many leading nonprofit, business and public sector
organizations engaged in multicultural communication, as well as its experience
collaborating with and on behalf of many cultural communities and advocacy
organizations. <BR><BR>“In our increasingly diverse world, engaging all members
of our communities and cultural backgrounds has never been more critical,” said
Eric Friedenwald-Fishman, Metropolitan Group’s president and creative director.
“Effectively engaging diverse audiences is key to sustainable attracting and
retaining customers, ensuring long-term voter support, increasing philanthropic
support, strengthening consumer loyalty and attracting new volunteers and
advocates.”</P>
<P>The Metropolitan Group presented a workshop on this topic at the PR Forum at
the ALA Annual Meeting in Anaheim, CA. in 2007.</P></DIV>
<DIV class=MsoNormal align=left>Ann Reed, Federal Programs
Coordinator<?xml:namespace prefix = o ns =
"urn:schemas-microsoft-com:office:office" /><o:p></o:p></DIV>
<DIV class=MsoNormal align=left>Library Development Services, Oregon State
Library<o:p></o:p></DIV>
<DIV class=MsoNormal align=left>250 Winter St. NE<o:p></o:p></DIV>
<DIV class=MsoNormal align=left>Salem, OR 97301<o:p></o:p></DIV>
<DIV class=MsoNormal align=left>phone: (503) 378-5027<o:p></o:p></DIV>
<DIV class=MsoNormal align=left>fax: (503) 378-6439<o:p></o:p></DIV>
<DIV class=MsoNormal align=left><A
href="mailto:ann.reed@state.or.us">ann.reed@state.or.us</A><o:p></o:p></DIV>
<DIV class=MsoNormal align=left>website: www.oregon.gov/osl/ld/index.shtml</DIV>
<DIV class=MsoNormal><o:p> </o:p></DIV>
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