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.
— Virgin Galactic (@virgingalactic) October 16, 2019
A partnership with another organization to help boost both brands? Check.
Ensuring our @UnderArmour designed spacesuit meets the highest possible standards has taken months of testing, but we’ve relished every minute of it. It’s almost time to show you. Stay tuned for 10:15amET tomorrow. pic.twitter.com/6Zmj00PPlv
— Virgin Galactic (@virgingalactic) October 15, 2019
Defining the future of spacewear. In partnership with @virgingalactic, we used our most groundbreaking and iconic fabric technology to create a suite of products for Future Astronauts. Learn more 👉 https://t.co/EyAmL6Qgt7 pic.twitter.com/ZcKapZUhu6
— Under Armour (@UnderArmour) October 16, 2019
Including a behind-the-scenes peek at your team or founder to highlight a human-centered story? Bingo!
— Virgin Galactic (@virgingalactic) October 16, 2019
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.
- McDonald’s China apologizes after backlash over Taiwanese ad
- 6 crucial parts of a PR apology
- Designers apologize to Chinese consumers, ‘influencer fraud’ cost nearing $1.3 billion, and Universal pulls ‘The Hunt’ after mass shootings
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.
[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.
- How technology powers Gini Dietrich’s workday
- Report: Consumers say tech companies can do better on privacy and more
- How voice technology could transform PR and marketing
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.
- Kraft Heinz grapples with botched financial results and CMO departure
- How to show your PR results to leaders
- 4 steps to framing executive communications
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 long do you think the average brand-created video should be to cater to online audiences?
Weigh in below and share your tips under the #MorningScoop hashtag!
— PR Daily (@PRDaily) October 16, 2019
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.
Which of these social media platforms are you focusing on or adding to your online marketing mix in 2020?
Which of these social media platforms are you going to focus on the most/add to your strategy in 2020?
Weigh in below with your thoughts on the apps capturing younger consumers' attention. Don't forget the hashtag #MorningScoop!
— PR Daily (@PRDaily) October 17, 2019
Weigh in through our poll, and share your thoughts on Twitter or in the comments with the hashtag #MorningScoop.