From the ALA website
"When marketing to minorities, Reese and Hawkins caution libraries against believing 5 myths:
1) Minorities are the same as Caucasians
2) Minorities are homogenous
3) Libraries and library professionals can effectively utilize mass media to reach all minority populations
4) Language isn’t important
5) Minorities are only interested in certain careers and services. "I think as a librarian it is important to treat each patron as an individual regardless of race, gender, or ethnic background.
I have an identical twin sister and many times people treat us exactly the same. We have different jobs, different tastes, and different interests. We want to be treated as individuals. We want people to learn about our differences. I think this applies to minorities as well. So in response to myths 1, 2 &5 I think that is important to treat each patron as an individual, not as a member of a particular group. As librarians we need to learn about our patrons, not simply stereotype and make judgements. Once you learn about your patron, then you can serve them appropriately, helping to make the best suggestions.
Different forms of media appeal to certain people. Some prefer print media. Some prefer radio/tv media. Again it is important to treat people as individuals.
Language is very important. I think we have all experienced a language barrier at one time. It is frustrating to try to get information from someone when you do not speak the same language. This is why it is important to recruit bi-lingual/multi-lingual librarians.