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Engaging a new kind of workforce


May 1, 2013

Working to maintain employer-employee relationships for today’s organization is full of challenges for PR practitioners. Note how the demographic make-up of America’s workforce has diversified.

Our profession is moving away from using demographics to create targeted messages that motivate audiences and moving toward the use of psychographics and social and behavioral data to predict audiences’ needs and wants. When creating relationships with employees, organizations must consider the psychographics of its workforce, too.

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Dionne C. Clemons, Ph.D. Dionne C. Clemons, Ph.D., is an assistant professor at Howard University’s School of Communications. She also provides strategic communications consulting for Brighter Strategies, LLC. Follow her on Twitter @Drdcclemons.

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