I’m Kaylee Hultgren, Content Director of PRNEWS. Welcome to another edition of Single Shot.

Social impact initiatives in underserved communities have the potential to demonstrate the value a brand can provide—if, and only if, trust is established at the outset. To reach such audiences authentically, particularly during tough economic times, communicators must find ways to connect with and support these communities on their own terms.

“By prioritizing authenticity, building genuine connections and doing due diligence to understand the unique challenges of these groups,” writes PRNEWS columnist Jeff Maggs, Managing Partner of Atlanta at Brunner, “practitioners can create great campaigns that resonate and provide real value—all while also achieving success for their clients.”

Read about Maggs’ insights in more detail here, and the article’s key takeaways are below.

As inflation continues to be a problem, many economically disadvantaged communities are feeling the strain of tighter budgets and limited resources even more than they typically do. For marketers and communicators, finding ways to connect with and support these audiences requires thoughtful and empathetic strategies.

Build a Genuine Connection. To build meaningful relationships with communities, communicators need to dig deeper to understand the unique needs, challenges and culture of their audiences. Tapping into each culture’s uniqueness helps make the connection between the community and the value a brand can bring to it.

Use Localized, Relevant Messaging. Overcoming communication barriers by using clear, culturally relevant messaging is essential. Reaching different socioeconomic audiences means aligning with each group’s unique values and life circumstances.

Prioritize Community Involvement. Authentically engaging the community in social impact initiatives fosters a sense of ownership and participation. And by reminding folks that a brand is part of a larger mission, it shows how its efforts bring value and positively impact the community.

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