Building trust with underrepresented audiences
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EmailFostering understanding and inclusivity through authentic connections in the community.
The design of programs for underrepresented populations, minorities or non-English speaking audiences is a uniquely challenging process. Program creators need to study and consider the needs of specific population groups, make relevant curricular adaptations, translate materials to different languages and maintain continuity and presence in the community.
There are many questions we need to ask ourselves: How does one maintain continuity and get the population motivated? How does one encourage consistent involvement in the program? The first step in maintaining the enthusiasm of diverse communities is to understand their context as much as possible and build bonds of trust. However, this takes time.
Sometimes we find ourselves working with communities for whom the idea of a club or workshop is outside their cultural context and therefore, they miss the possibility to involve themselves and/or their children in these opportunities. Due to experience with cultural or national oppression, they may be untrusting of a state entity. It is up to program creators to seek in-depth understanding of the challenges a specific community may encounter in designing and implementing a meaningful program.
It is central to start with being present in the community. Connecting with the target audience, listening, engaging in conversations and learning from their background as minorities. Seek opportunities to meet with community members, leaders and activists. This will provide insight into the true programmatic needs. The diverse audiences must first feel the confidence and understanding of what is being offered for and with them.
After asking them to tell you about their needs, follow up with questions such as:
- Have you heard of (insert the name of your program)?
- Do you know what we do at (name your organization and area)?
- Are you familiar with (mention name of programs or clubs)?
- Do your children or someone in your family participate in community activities?
- Would you like to be part of a workshop or club?
- Do you know about after-school programs for your children?
- Would you like to receive information in a language other than English?
These simple questions open up the landscape and help us understand a little bit of our audience's perspective and needs.
Some useful strategies that can help frame your work while engaging with diverse audiences are:
- Engage and participate in a variety of community events.
- Have informational booths with brief translated materials at different community events.
- Contact the DEI (diversity, equity and inclusion) person at your organization and ask for a meeting to learn more about their experience with diverse audiences.
Michigan State University Extension creates opportunities and builds knowledgeable communities to make Michigan a strong, prosperous and great state to live in. At MSU Extension, we understand that diversity, equity, and inclusion are essential elements to our work and are vital to the organizational culture and programmatic success.
To learn more about engaging with Hispanic/Latinx and other underrepresented audiences, please contact Patricia Monterrosa, MSU Extension educator.
