February’s luncheon of the Publicity Club of Chicago provided a wide range of information on how to reach the African-American market locally and nationally. The diverse panel represented market research, a major magazine, a major Chicago radio station and a directed newswire.

Ken Smikle

Moderator Ken Smikle is president and founder of Target Market News Inc., and editor and publisher of its publications. He is considered one of the leading authorities on marketing, advertising and media directed to the African-American market. The company's monthly trade publication, Target Market News, covers business activities in advertising, marketing and media targeted to black consumers. Its annual report, "The Buying Power of Black America," analyzes how African-American consumers spend billions of dollars in hundreds of categories of products and services.

He is a former president and co-founder of the African-American Marketing and Media Association, a trade group consisting of the nation's leading black-owned ad agencies, publications and broadcasting companies. The African-American Marketing and Media Association was formed in 1990 to promote the African-American consumer market.

Smikle orchestrated a wide-ranging discussion on the makeup of the Black audience and the numerous ways to reach it. He also prodded both the panel and the audience to think about the audience it was trying to reach.

Lynn A. Norment

Panelist Lynn A. Norment is managing editor and a member of the Editorial Board of EBONY Magazine. She has been with the magazine since 1977. She is a member of the management team that oversees the day-to-day operation of the magazine, which has a monthly circulation of 3 million and a monthly readership of more than 10 million.

Norment discussed the variety of stories that might be appropriate for EBONY, stressing that simply because someone is African-American will not guarantee coverage. Norment has written stories on topics ranging from male-female relationships to religion to lifestyles to social issues to profiles on some of the nation's hottest newsmakers. She initiated Ebony’s annual feature on "young leaders" and regularly writes on issues in regards to corporate America. She also writes several columns for Ebony, including Sounding Off (music) and Sisterspeak.

Norment suggested that any potential story idea could be pitched to her and she will give it consideration. However, she asked that you understand the content and mission of EBONY before pitching any stories that might not be in line with its editorial focus.

Bernadette A. Morris

Panelist Bernadette A. Morris is the president, owner and founder of Black PR Wire, Inc., a premier news distribution corporation for Black media in the United States and the Caribbean. The company's database holds a comprehensive listing of over 1,200 Black-owned publications and media and includes a comprehensive listing of key Black journalists throughout the United States and the Caribbean.

Black PR Wire delivers its clients' press releases, video and audio news releases, electronic video messages and electronic newsletters to key reporters, writers, and influential grassroots, social and civic community leaders throughout the country.

Morris discussed the diverse nature of the African-American audience today. Depending on your message and intended segment of the Black audience, there are many ways to reach them. She challenged the audience to name three of the top ten African-American markets in the United States. Those attending the luncheon were stumped. Among the top Black markets in the U.S. are Washington D.C., Baltimore, and New Orleans.

Launa T. Thompson

Panelist Launa T. Thompson is General Sales Manager, WGCI-AM/FM Radio. WGCI-FM is currently the top rated radio station in Chicago.

Her sales career began at Dun & Bradstreet, Inc. in Glen Ellyn, Illinois where for 2 ½ years, Thompson sold credit information services to Fortune 500 companies. She vacated that position for the neophyte sales position in broadcast sales with then WVON/WGCI Radio, owned by Gannett Broadcasting in 1980. Leaving WVON/WGCI in 1985, Thompson enjoyed a brief career as a Newspaper Marketing Manager with Gannett Corporation before joining WBBM-FM (B-96) as Local Sales Manager and later, National Sales Manager. Thompson has since had a Local Sales Manager position with WFYR Radio, and a Senior Account Manager position with Black Entertainment Television (BET) Nearly 11-years after Thompson’s exit from WGCI Radio, she returned in 1994 as National Account Coordinator. She was promoted to her current position of General Sales Manager in 1996.

Thompson brought a different perspective to the discussion. Her role as a sales manager also provides her a forum to develop relationships that benefit the radio station. She discussed various ways WGCI reaches out to the community and helps to focus on community issues when they "stop the hits" to provide a forum on a particular topical issue. She suggested that the station was always interested in community relations and how they could better represent themselves to the African-American market.

The discussion focused on the diverse nature of reaching the African-American market today. Public relations professionals need to remember that they have to develop insights into the complex nature of the audience while developing strong understanding and knowledge of the media that can reach it.