Dior’s China dustup, Dunkin’s CMO departs, and Vatican introduces a digital rosary

Also: Virgin Galactic hits marketing best practices, social media stats reveal opportunities for podcasting, Starbucks Japan debuts Instagram-worthy beverage, and more.

Good morning, PR pros:

Virgin Galactic’s recent private spacesuit announcement reads like a bingo game for marketing trends.

Using video to showcase your offering and attract viewers? Check.

A partnership with another organization to help boost both brands? Check.

Including a behind-the-scenes peek at your team or founder to highlight a human-centered story? Bingo!

What do you think of the announcement and its related content? Share your thoughts with us under the hashtag #MorningScoop.

Here are today’s top stories:

Dior apologizes for Taiwan map misstep

The French luxury brand Christian Dior issued a mea culpa on Weibo, China’s largest social media platform, after an employee’s presentation included a map of China that didn’t include Taiwan. A video shared to Weibo quickly made the rounds, sparking backlash. Now, “Dior statement” is the No. 2 most popular search term on the platform.  

Why it matters: Especially if your organization is global, make sure you understand cultural differences, important country-specific distinctions, trends, news and even political nuances before you publish content. A simple mistake that might seem insignificant can quickly cause a large PR crisis. The employee’s presentation was meant to be seen only by interns, but owing to the power of social media, it got more reach than some official ads.

Related reading:


MEASURED THOUGHTS

A June 2019 report by We Are Social and Hootsuite revealed that more than 3.53 billion people globally have social media profiles—an increase of more than a 250 million people since July 2018.

Of all active social media users worldwide, 93% watch online videos, with 51% watching video blogs. In comparison, 47% listen to online radio stations and 39% listen to podcasts. The spread can serve as a reminder that although video content is popular, there are opportunities to stand out and attract consumers with podcasts and audio storytelling in a space that isn’t yet oversaturated with content.

Dunkin’ chief marketing officer resigns

Following the announcement, the coffee-and-doughnuts chain’s former marketing head, Tony Weisman, posted on LinkedIn that he felt “great about the team that is in place to drive the next level of growth for the business”:

Weisman was in his role for a mere two years, and his departure follows several other chief marketing officer resignations, including those from McDonald’s, Uber, Taco Bell and Marriott.

Adweek reported:

[Weisman’s] 24 months in the role is a little more than half the average time spent in a role that is rapidly changing. According to an August Spencer Stuart report, the average tenure for CMOs dropped to 43 months in 2018 from 44 months the year prior.

 Why you should care: What once was the responsibility of chief marketers is falling to chief communications officers, as PR executives are tasked with building the essential relationships and brand affinity necessary for organizations to survive and thrive. The shift presents both a challenge and opportunity: More than ever, communicators must prove ROI for their efforts. However, doing so will earn them a respected seat at the table.

 Related reading:


TACTICALLY SPEAKING

Starbucks Japan introduced another made-for-Instagram offering: the Halloween Masquerade Raspberry Mocha.

The drink comes with a mask that slips onto the straw, further encouraging consumers to share their purchases on their social media profiles:

No word on whether Japanese baristas are as disgruntled with making the limited-edition beverages as their United States colleagues.

Vatican launches digital rosary

 In an effort to draw in younger, tech-savvy audiences, the Catholic Church’s headquarters debuted a wearable device called the “Click to Pray eRosary.” The device, which contains 10 black agate and hematite rosary beads, connects to an app and enables the user to select a rosary prayer (such as the standard rosary, or thematics that are added throughout the year). Users can also track their prayer process.

 Why it matters: If your organization doesn’t seem to sync with technology trends, the Vatican’s digitalizing of prayers can help you adjust your mindset. A wearable device isn’t necessary to embrace technology, either. Consider how your consumers use your products and services, as well as interact with your organization, and let that guide your strategies. You can start by optimizing your content for those on mobile devices, for example.

Related reading:


WHAT YOU SAID

We asked how long branded videos should be, and 73% of you said “short and snackable” is the way to go. However, 20% of you said a video can be any length, provided it captures and keeps viewers’ attention:

How do you keep your videos and other social media content short and sweet? Share your thoughts with us @PRDaily and under the hashtag #MorningScoop.


SOUNDING BOARD

Which of these social media platforms are you focusing on or adding to your online marketing mix in 2020?

Weigh in through our poll, and share your thoughts on Twitter or in the comments with the hashtag #MorningScoop.

 

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COMMENT

One Response to “Dior’s China dustup, Dunkin’s CMO departs, and Vatican introduces a digital rosary”

    Ronald N. Levy says:

    It’s urgently important and could save your career to let a lawyer look at any apology before you release it to the media.

    You can express extreme regret—extreme and sincere—about the injury but it could cost your company millions of dollars if you admit guilt that attracts lawsuits or gives lawyers evidence against your company.

    In truth your company may not actually BE guilty. An injurious action or statement could have been the error of the person who made it, not the whole company–a person who is 100% gone from the company. The injurious statement could have been blatantly contrary to company policy if the statement was not about what the company makes but something else and was not cleared by company experts. (Ask Human Resources if new hire sign a statement to scrupulously obey company policy about safety and accuracy.)

    The statement could have resulted from reasonable reliance on the statement of a seemingly reliable source such as a respected legislator or government leader or expert. All of us rely on others but sometimes there is a mistake.

    The injury may have been caused in part by several things other than the statement. Like a customer injured in a trip-and-fall case could have a history of back trouble. Emergency room records may show the injured had blood alcohol or a substance–or a history of another fall, perhaps even more than one. And the person accused may have made an honest mistake just as all human beings sometimes make honest mistakes, or may have been under unusual stress–severe stress that many of us have experienced.

    In fairness and in law, someone injured has a “duty to mitigate” so it’s an honest question if your defense lawyers down the road ask what was done to hold down the injury, and show evidence of what an expert or even a reasonably prudent non-expert could have done but that may not have been done thoroughly in this case.

    There’s way more but you may save your company a ton of grief if you express genuine sorrow about the injury without blaming your company for it. You can take swift action to hold down the injury, help the injured and take action at company expense to avoid repetition of the injury. But you should be damn careful to get legal clearance so that your statement doesn’t ADD to the injury that happened by also injuring your career perhaps for life.

    Since Adam and Eve human beings have made mistakes but God forgives and your statement can express hope that the injured can also find it in their hearts to forgive the person who is no longer connected in any way with the company nor with the 99.9% of company people who had nothing at all to do with the problem.

    You have also known what it’s like to be injured, so have most people sometimes even worse, so we know how tough it can be to be injured and everyone you’ve spoken t is upset by what happened.