Communication with diverse audiences through a case study approach

An active-learning assignment is described that involves developing strategies and identifying appropriate tactics for diverse audiences. The assignment can be used in a class of any size. Students are required to develop a goal, objectives, strategies, an identification of tactics, and evaluation plans for a request for proposals by the city of Chicago regarding an urban food desert. Students are asked to develop a plan to promote fresh, high-nutrient food to either low-income African-American women or low-income Hispanic women living in the food desert.

► The literature review includes key diversity concepts students should learn. ► The assignment is a public relations plan for publics living in a food desert. ► Students write the plan for an African-American or Hispanic public. ► Guest speakers should talk with the class to share relevant case studies. ► Students should apply at least one theory to the assignment.