Pegine Echevarria of Jacksonville, Fla. writes:
I am launching a licensed training program called “White Guys Are Diverse Too!” I want to capture the interest of corporate and government chief diversity offers, chief learning officers and senior leadership of large corporations who can purchase this program to spread the word to their employees.
The topic is controversial. In large organizations, Diversity and Inclusion (D&I) programs are part of everyone’s training. However, white guys tend to walk out of D&I programs thinking they are excluded and not valued for the unique individualized impact that they bring. “White Guys Are Diverse Too!” celebrates the diversity among white guys, the value they bring to their organizations and teams along with how managers can engage, motivate and inspire their white male team members.
I need ideas, help to get the word out that “White Guys are Diverse Too!” The website offers a no-obligation special report. Can you give me some no cost/low cost ideas?
P.S. I’ve spent my life savings on this product. It has to reach the masses.
In all honesty, I would recommend changing the title of the project. While it is ‘catchy,’ it will be perceived as separatist and off-putting to many people. Our society still tends to tip the scales in favor of ‘white guys’ and the program title perpetuates a feeling of cultural superiority.
If in your experience “white guys tend to walk out of D&I programs thinking they are excluded and not valued for the unique individualized impact that they bring” perhaps the D & I sessions are not geared to reaching the very people at whom they are aimed. Just one person’s opinion. Good Luck.
With all due respect to Joan (with whom I agree 95% of the time), please DO NOT go the “Walt Kowalski” route. Talk about stereotyping!
Constant portrayals by the news media and popular culture as Walter Ks or Archie Bunkers displays a prejudice – yes, prejudice – that is perhaps the biggest fear/largest turn-off that the “target audience” has with much diversity training.
Also, I’m not in HR, but an earlier Dog might be correct in suggesting a name change. While an arresting, attention-getting and (to some) a cute/funny title, it’s doubtful that many Fortune 500 companies are going to post that Seminar up on their Intranet or in the employee breakrooms precisely because of the title.
Perhaps it would be best if you pitched your program under a new (PC) moniker but touted it as being better than the competition because you do pay particular attention to this often “overlooked, underappreciated” group. Continue using the approach and applying your research findings, but rely on the course content to keep this group from walking out of the class instead of relying on a shocking, potentially divisive title to draw them in.
It’s bad positioning to tie this book to a “racist” character like Walt Kowalski, since you’re attempting to (A) reach white guys, and (B) sell to major organizations where any hint of racism will sink a white’s career.
If at all, you’re better off using Kowalski (or icon Archie Bunker) as a negative frame. Or tie the book in a press release to three other popular shows – Bruce Wayne, Gil Grissom and Jack Bauer are all white male investigators, but they bring very different things to the table.
I’m assuming that your book is an adjunct to a cultural sensitivity course, rather than a complete course itself. Obviously “White Guys too” is a lousy positioning for an entire course.
You might want to contact companies, especially minority-owned companies, that do diversity (or cultural sensitivity) training. Provide each company with *TWO* free copies of your book. If they add your book in as, say, one-third of a course, then you’re golden. (You can get a mailing and phone list of such companies fairly cheap.)
And, this allows the minority/diversity trainers to position themselves as still relevant and current and needed. One “current events” hook you (and they) can use to promote your mix is the following: With Obama’s success, preexisting diversity programs are going to need major retooling. Are they needed at all? Diversity trainers say yes, some pundits say no, and Pegine Echevarria says “no, but they need to address all the consituencies of diversity”.
Boom. Free publicity for you and for the trainers that agreed to use your book.
MY OPINION: You NEED to get yourself into some minority companies before you head to the partisan airwaves (Rush Limbaugh etc). That way, when your book starts selling big, you will have credible people in your corner to tell the left-partisans to shut up, you’re a good guy.
In fact, if you can get minority trainers on board to appear with you on Rush’s show, or the minor league eyou’re totally golden.
Contact me at my website if you’d like help writing the press release.
The next-to-the-last paragraph was supposed to read:
In fact, if you can get minority trainers on board to appear with you on Rush’s show, or the minor league equivalent of Rush’s show, then you’re totally golden.
Hi Pegine
How about a title like: America’s Diversity: Everyone Belongs
Hi there Pegine
Check out http://www.goodworkstv.net/bio.html
Rahman Khan is not only an all round good guy but he is an ex Diversity Director for a major corporation. I am sure he will have some good input. Looks like you are taking some flack here! Good luck.
Lee and Low Books is an independent children’s book publisher specializing in diversity. They take pride in nurturing many minority authors and illustrators who are new to the world of children’s book publishing.
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