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One-on-One with Ofield Dukes
by Alana Hill, Membership Diversity Chair

Ofield Dukes is described by many as one of the top Public Relations practitioners in the country. Dukes has an extensive background in public affairs, crisis management, minority affairs/diversity, government relations and strategic marketing. In addition, Dukes clients' list ranges from the US Dept. of Treasury, US Dept. of Defense, Warner Brothers Records, Time Warner, Inc., the American Lung Association and the Democratic National Committee. However, Dukes is best-known for his keen implementation of diversity communication strategies.

Dukes has served on the boards of the Congressional Black Caucus Foundation and the Martin Luther King, Jr. Center for Nonviolent Change. He helped to organize the first Congressional Black Caucus dinner and has been a communications consultant for every Democratic presidential campaign since l972. In l993 he founded the Black Public Relations Society of Washington.

In 2001, Dukes was inducted into the PRSA College of Fellows at the 2001 International Conference. In 2005, PRWeek, named him one of the five most effective communicators of the year. (www.ofield.com)

Today, Dukes serves as President of Ofield Dukes & Associates, established in Washington D.C. Alana Hill, FPRA Capital Chapter Membership Diversity Chair, sat down with Ofield to learn more about diversity communications as it pertains to the African American market. This interview is below.

1. How important is it to communicate to diverse audiences?

In this 21st Century, America is more racially, culturally and ethnically diverse than ever before. Therefore, it is imperative for public relations firms to keep pace with the private sector in having a diverse work force capable of reaching a diverse market place. The same is true for the global market place. The compelling economic rationale is the fact that the combined purchasing power of minorities in America exceeds a trillion dollars.

2. With the economy in a decline, do you believe that it is a good idea for companies to target minority audiences, who have a significant buying power, to stabilize sales?

Anyone in business needs to be resourceful, creative in marketing goods and services to all segments of the marketplace. For companies to survive, they will need to target all consumers.

3. We know that the African American population is the nation's largest minority buying power group with an annual buying power of $530 billion. But what makes the African-American consumer unique compared to the "mainstream" consumer?

The psychographics or lifestyles of African Americans are such that (this segment of consumers are) purchasing the best products, whether automobiles, clothing, liquor, etc. Also, the African American middle class has increased substantially over the past decade or so. And when you look at the sports millionaires who are African Americans and also the fact that African American women are moving into business at a higher percentage than African American males, this indicates the clear economic potential of African American consumers.

4. How can a public relations professional determine that that their message or campaign is ready for distribution to the African American population?

First, there is the basic marketing principle of pre-testing. And there are various means for this: sampling of products, surveys, focus groups, preliminary ad campaigns, etc.

5. There is the belief that African Americans are driven by community, family, career success and the desire to conduct themselves in way that publicly avoids reinforcing negative stereotypes. Is this true? In your opinion, who is the African American consumer? Should a PR pro divide the Black market into Generation Yers (tweens), Generation Xers (25-44) and the baby boomers?

One thing is certain. The African American community is not monolithic. It is diverse, based on education, income, culture and lifestyle, politics, religion, age, professions, gender, etc. Objectively, we might find African Americans with comparable values, interests, and needs of the general population. I think there is a large segment of African Americans who have moved beyond being concerned about racial stereotypes, because many have assimilated into the broader community and have similar middleclass values.

6. There are many pitfalls that public relations practitioners can encounter when communicating to the African American audience. Messaging, advertisements and even campaign slogans can be interpreted and mistaken as offensive statements. How can a PR pro deliver successful messaging at the highest level of credibility? And if pitfalls do occur, what recommendations would you give PR practitioners as they encounter these "pitfall?"

PR practitioners need to be intimately familiar with segments of the population they are trying to reach. This is the most compelling rationale for having a diverse work force with special experience and expertise in knowing, understanding, and appreciating segments of the minority community. There is no substitute for having insightful knowledge and certain sensitivities about the minority community, whether African American or Hispanic.

7. A PR professional knows that they must know their audience and the forms of media that the audience uses to gain information. Traditionally, organizations have used the African American church, African American women organizations, African American community organizations, African American magazines and even HBCUs to convey their messages. What are some of the new media outlets PR pros can use to reach the black consumer (young and old)?

Of course, the internet. The fact is increasingly African Americans are using information technology for basic communications. Indeed, many African American organizations have websites and African American consumers now used the interest for sources of information and shopping. And the African American media outlets, print and broadcast, remain important vehicles for reaching millions of readers and listeners. Jet, Ebony, Essence and Black Enterprise magazines have millions of readers, and millions of African American still listen to so-call Black and urban radio daily. There are also more than 200 African American newspapers published on a weekly basis.

Data: Black consumers have expanded their Internet access by 109% from 1998 to 2000 compared with an expansion rate of 54.7% for whites, 57.8 for Asians and 87.3% for Hispanics. (Resource: The Hunter -Miller Group, LLC- www.huntermillergroup.com/MarketSnapshots)

8. Do you have any additional recommendations for a PR professional who is looking to launch a campaign targeting African Americans or distributing a news release to a media outlet serving the African American community?

Basic is doing research on the demographics and psychographics of those who need to reach. You also will have to be creative in capturing the attention of your audience. You will need to move beyond traditional means and methods and be as innovative as possible. Events planning is now a major part of public relations, as well as public affairs and consumer relations. The public relations process remains gaining public attention, awareness, understanding, appreciation, support, culminating in a reservoir of goodwill, the greatest asset any firm, organization, or individual can have. Goodwill is the bottom line of effective public relations.

Ofield Dukes

Ofield Dukes is a journalism graduate from Wayne State University in Detroit. In l964 he joined the Johnson-Humphrey administration as Deputy Director of Information for the President's Committee on Equal Employment Opportunity, chaired by President Lyndon B. Johnson. In 1969, Dukes opened the doors to Ofield Dukes & Associates located in Washington D.C.

Since then, Dukes has won numerous awards including the 2003 Ball State University's National Public Relations Achievement Award and the 2001 PRSA Gold Anvil Award. In 1999, he was inducted into the Washington, DC/National Capital PRSA Hall of Fame and into the Virginia Communications Hall of Fame in 2003.

In addition, for more than 17 years, Dukes has taught at Howard University as an adjunct professor and was instrumental in formulating the school's public relations curriculum. Dukes has also served as an adjunct professor in the School of Communications at The American University (for eight years.) In 1964, Dukes received three National Newspaper Publishers Association awards for editorial, column and feature writing for the Michigan Chronicle.