Today, the PR industry is dominated by women. It’s certainly one of the few areas in small business where women rule. Michelle Flowers Welch is not just an example of a women in pr success story but stands as an example of a black women successfully crafting a career in multicultural marketing and public relations. She launched her firm, Flowers Communications Group, twenty years ago. Since she launched her own business, she tells mediabistro that she has seen an improvement in multicultural marketing although it is still a work in progress.
“When I first started the company and even prior to that, it was a hard sell to get corporations to see the need to develop specific, authentic programs to reach African American and Latino consumers. It was almost like people would see the numbers but not yet the importance of changing the communications approach to reach that consumer base. Many thought they could use the same strategic approach, take the same ad, and plug in people of color, and put it in publications of color.”
Flowers originally wanted to go into journalism but got steered into PR by a guidance counselor. She went on to work with the Chicago Urban League and then to the big agency GolinHarris. She followed that impressive experience by moving on to Burrell Communications where she served as SVP.
Flowers eventually set up her own boutique agency in 1992 to target multicultural audiences and has successfully sustained a foothold in the competitive industry.