Chelsea Allen

Written for PR Principles and Practices course (COM 610)

Research Synopsis: This research explores contemporary public relations (PR) and the growing role of influencer marketing in connecting brands with diverse audiences. The correlation of diversity marketing is connected to the concept of influencer marketing and the shift to the need for multicultural influencer marketing is considered. Multicultural influencer marketing is presented as a crucial tool for authentic engagement and trust-building. This paper introduces consideration for brands and organizations engaging in multicultural influencer marketing, relationship-building, and equitable partnerships and collaborations. Theoretical frameworks are applied to explain the impact and process of multicultural influencer marketing and the measuring of success of multicultural influencer marketing. Examples of brands and organizations who conceptualized successful campaigns targeting diverse audience are provided as further insight.

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