CIBC: ‘Authentic Storytelling and Communications for Multicultural Audiences’ by Christina Steed

Virtual Lunch & Learn
Sponsored by CIBC US Inclusion & Diversity

Brand journalism is growing as an effective method of engaging with consumers. Authentic and
culturally competent storytelling is key to connecting with diverse audiences at all levels,
including internal audiences at companies as well as external consumer and stakeholder
audiences. Attendees will gain a framework for developing stories with a culturally competent
lens. This session will cover ways to develop stories in relevant and authentic ways, including:

1. Building relationships with diverse audiences through storytelling
2. Engaging diverse media and story sources for content
3. Centering Black and Brown voices in storytelling
4. Selecting effective channels for multicultural audiences
5. Using resources and methods for story mining

Christina Steed, MA, is an adjunct professor in DePaul’s College of Communication. She is an
award-winning marketing communication expert whose experience includes previously serving as
the executive vice president at a boutique agency in Chicago and as senior consultant for a
number of global companies through Agents & Strategies (A&S), a Black-owned, women-led
communications and cultural consultancy company. Christina’s background includes a mix of
journalism, public relations and marketing communications, social media, content marketing,
stakeholder engagement, and international communications. Christina has been featured in PR
Week, PR News, PR Newswire, and Rolling Out. You can follow her podcast, “Firsts Over Forty”.