Good morning, PR pros:
Mardis Gras hasn’t yet arrived, but consumers’ minds are already on the Easter season—the confectionery aspect, anyway—thanks to Peeps’ announcement of five new flavors. Fans can try Hot Tamales Fierce Cinnamon, Root Beer Float, Froot Loops, Raspberry Dipped in Crème Fudge, and Chocolate Pudding marshmallow chicks or bunnies.
“The Peeps Brand has become an icon in American pop culture, with its instantly recognizable colors, shapes and flavors holding a special place in the hearts of many for nearly seven decades,” said Caitlin Servian, brand manager for Peeps, in a statement. “We strive to meet the perfect balance of history and innovation by continuing to offer our classic Peeps Chicks and Bunnies, while also bringing new and exciting products to our fans.”
Though the company has encouraged social media users to share experiences under the hashtag #PEEPSONALITY, its own Twitter feed remains sparse on content.
— PEEPS® Brand 💕🐥🐰 (@PEEPSBrand) January 27, 2020
Here are today’s top stories:
Hasbro brings back retro favorites
The toymaker has embraced nostalgia with its recent product announcements: It’s bringing back Tiger Electronics LCD handheld video games, Nerf’s Super Soaker (in its orginal design) and the Mall Madness board game. Though each product line is updated, Hasbro said it modeled the new offerings after their ’90s versions.
The announcements quickly earned Hasbro headlines, as well as chatter from excited consumers and reporters.
Real malls may be dying, but our collective love of Mall Madness never really went away. This is evidenced by versions of the game being sold on Amazon and eBay at mark-ups more than three times the original price. It’s also evidenced by the fact that I break out in pre-teen sweat whenever I hear “attention mall shoppers” on a loudspeaker.
The media coverage about Hasbro’s product comebacks has also made easy work for the company’s social media team:
— Hasbro (@Hasbro) February 18, 2020
— Hasbro (@Hasbro) February 19, 2020
— Halo (@Halo) February 18, 2020
— Hasbro (@Hasbro) February 19, 2020
Why it matters: Though your communications strategies should be updated to stay abreast of current trends and best practices, harkening to earlier days can be a great PR or marketing tactic. You don’t have to bring back old products, either: A limited-edition design using older packaging or social media posts showcasing your brand in years past can also increase interest and excitement among consumers.
According to a Clutch study, social media is the least effective tactic for recruiting top talent.
Some experts say social media can be effective in talent searches, but only if campaigns are well targeted.
The report also suggests that you ask unexpected questions in interviews and test relevant skills in your hiring process.
To see more results, look at the full report.
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In Walmart’s fourth-quarter earnings call, the company’s chief financial officer, Brett Biggs, said it expects to save $60 million each year by offering resuable shopping bags made with recycled plastic. Each bag will cost 98 cents, and Walmart will continue offering single-use bags as well.
Biggs also reported a 15% saving on employees’ vests, which are now made with recyclable materials. It’s another showing of not only the PR boost that sustainability initiatives can bring, but also the bottom-line benefits.
ViacomCBS introduces a streaming service
Following the merger of Viacom and CBS, the company announced an expanded streaming service that will include content from Nickelodeon, Showtime, BET, Comedy Central, MTV, Paramount Pictures, Pluto TV and Smithsonian Channel.
In a string of tweets sharing information from its earnings report, ViacomCBS revealed that its subscription revenue and digital video ads racked up roughly $1.6 billion in 2019:
"Our streaming foundation is not just usage. It is also financial. In 2019, our domestic streaming & digital video business – which includes subscription revenue & digital video advertising – had approximately $1.6BN in revenue." – BB $VIAC pic.twitter.com/wX6VyOiaWc
— ViacomCBS (@ViacomCBS) February 20, 2020
Why it’s important: Streaming is one of the several trends showcasing the future of content, with more traditional brands scrambling to catch up. Dish Network recently proposed a merger with DirecTV to keep up with other competitors. Regardless of whether your organization offers streaming services—or creates video content—consumers have many options and can now personalize their viewing experiences. The more you can tailor content (of any kind) to your audiences’ needs, the likelier you’ll grab attention, engagement and sales.
WHAT YOU SAID
We asked what the most overrated social media platform is for PR pros, and you said TikTok carried the bell away.
What's the most overrated social media platform for PR pros?
Share your thoughts with us under the #MorningScoop hashtag.
— PR Daily (@PRDaily) February 19, 2020
The choice wasn’t even close for many PR pros:
— Amy Hodge (@AmyHodgePR) February 20, 2020
The least overrated, according to the poll? Twitter. However, the fact that the poll question was asked on Twitter might have influenced that outcome.
Is all media coverage created equal? Does the adage, “All PR is good PR,” hold any value for an organization?
Though crisis management and reputation protection have become essential parts of a PR pro’s toolkit, some messages still break through amid a controversy.
What do you think? Weigh in with your opinion with our hashtag #MorningScoop.
It's an age-old question in the PR industry: Is all PR good PR for your organization? Weigh in with our hashtag #MorningScoop.
— PR Daily (@PRDaily) February 20, 2020