Reaching Diverse
Audiences
Dallas L. Holmes, USU Extension
Adapted from an article by Lisa A. Guion, Florida
State University Cooperative Extension, 2005.
Reaching Diverse Audiences
Changing demographics necessitate changing
Extension services to reach diverse audiences.
In Utah, the Hispanic/Latino ethnic group is the second
most represented population at 9%.
Logan
Provo
8.2%
10%
Salt Lake City
Ogden
18%
23.5%
2000 Census, www.census.gov
Reaching Diverse Audiences
Why Should Extension Reach out to
Diverse Populations?




As a publicly funded organization, Extension’s mission is to
serve all Utah citizens.
Having diverse participants enriches the Extension class
setting (new ideas, thoughts, etc).
Changing demographics may eventually mean change in
political power structures, perhaps beginning at the local
levels. Thus, it is important for Extension to have political
advocates.
Diverse Ethnic groups are experiencing increased financial
viability, which has implications for financial support of
Extension.
Reaching Diverse Audiences
Barriers

Fear of the unknown
It can be difficult to contact
people and build
relationships with people
you know little about.
It can be difficult to approach
people from a culture that
is foreign to you.
Reaching Diverse Audiences
Barriers

Preconceptions and
Stereotypes
Our perceptions are based on
our own experiences, beliefs,
values and environment.
Our experiences are normal,
everyone else is “WEIRD”
“Preconceptions and stereotypes function as negative lenses through which
people perceive others who look, think or behave differently.”
--Mikel Hogan-Garcia
Reaching Diverse Audiences
Overcoming the Barriers

Understanding and
communicating with a
diverse group is a
learned skill or habit.

A melding of desire,
knowledge and skill is
necessary to be an
effective communicator.
Reaching Diverse Audiences
Overcoming the Barriers
Be an active learner
Active learning involves
lifestyle changes, seeking
opportunities to
communicate with diverse
groups. You must
voluntarily get involved in
their community.

Use critical thinking
Learn to identify your own biases
and then disregard them. Insist
on accurate information.

Look at the humanity in
everyone
Regardless of differences, most
people want health, safety,
economic security and their
children’s success.

Reaching Diverse Audiences

It is easy to value commonalities in people. It
is far more difficult to honor, appreciate, and
respect differences.

It is necessary, in the increasingly diverse
climate we live in, to embrace those
differences and allow them to improve the
quality of our programs and services.
References

Corey, M.S., & Corey, G.
(2003). Becoming a Helper.
Pacific Grove, CA:
Brooks/Cole.

Guion, L.A. (2005). Reaching
Diverse Audiences. Florida
Cooperative Extension, FL
State University.

Guion, L.A. (1999). The
Diversity Challenge:
Programming in Extension
in the New Millenium.
North Carolina Cooperative
Extension, NC State
University

Hogan-Garcia, M. (2003). The
Four Skills of Cultural
Diversity Competence. Pacific
Grove, CA: Brooks/Cole