Snapchat bounces back, Forever 21 apologizes for diet-bar campaign, and R. Kelly’s crisis pro resigns

Also: Study: PR tactics that ruin media relationships, a look into PR history, and how LinkedIn helps pros attract clients.

Good morning, PR pros:

Whether you’re a consultant, agency pro or in-house communicator making a side hustle, LinkedIn made it easier to attract clients through the platform.

The feature, called “Open for Business,” is available to any LinkedIn member with a Premium Business subscription. Click “Add Services” on your profile, then add a list of the expertise you provide. (This might also help others understand better what you do, PR pros.)

Your profile will also show up in search results when other LinkedIn members search for services you provide.

Here are today’s top stories:

Snap boasts about its growing user base

Snapchat added 13 million daily active users over the past quarter, bringing the social media app’s total daily user count to 203 million—the platform’s highest numbers since it went public in March 2017.

Why it matters: Don’t count the platform out of your social media efforts, especially if your target audience skews younger.

Related reading:


A recent Fractl study ranked reporters’ top pitching peeves, revealing the worst offenses PR pros can commit are not researching before they hit “send” and spraying your message without a clear understanding of what’s in it for the reporter and his or her readers.

Persistence isn’t admired if you don’t put your receiver first. Flagrant self-promotion is never admired.

Forever 21 backtracks on diet bars

The retail clothing chain recently suffered backlash after plus-size consumers complained on Twitter that their orders came with Atkins bars:

Forever 21 apologized, saying the bars were “included in all online orders”:

“From time to time, Forever 21 surprises our customers with free test products from third parties in their e-commerce orders. The freebie items in question were included in all online orders, across all sizes and categories, for a limited time and have since been removed,” the company told BuzzFeed News.

“This was an oversight on our part and we sincerely apologize for any offense this may have caused to our customers, as this was not our intention in any way.”

Impress the boss: Learn about your target audience members, and consider PR and marketing moves as they might experience them. Whenever possible, back up your arguments with data. If your communications team lacks diversity, invite others within your organization into your launch meetings to offer different viewpoints.

Both practices can help anticipate potential pitfalls and, as a bonus, can tear down internal silos.

Related reading:


The Museum of Public Relations recently shared a peek into the industry’s history with a 1928 manuscript from Ivy Lee, the founder of modern PR:

Lisa Molodtsova, an a.e. from the New Century agency in London, came to the Museum in search of information on crisis…

Posted by The Museum of Public Relations on Friday, July 12, 2019

Kelly’s crisis PR manager steps down after interview

Kelly’s crisis communications manager resigned hours after a “CBS This Morning” interview regarding Kelly’s alleged sex crimes.

Co-host Gayle King asked Johnson whether he’d leave his own daughter with Kelly, to which he replied: “I would not leave my daughter with anyone who’s accused of pedophilia”:

Why it matters: If you’re a PR pro who requires PR oversight to ensure your response doesn’t go off track, you’re doing it wrong.  “You could almost say it was a case of a crisis manager creating a crisis,” King later said. A crucial part of crisis communications involves media training. Ensure that you, your team and your executives (or clients) are ready for tough questions from reporters.

Related reading:


Yesterday we asked which tasks take up the bulk of your time. Forty-one percent of you cited writing and distributing content as your daily focus, followed by strategic communications planning (23%).

However, some PR pros pointed out that a day in the life of a communicator is always changing—a reason many PR pros love their careers.


PR strategies and tactics change as the industry grows and adapts to the current media landscape. However, some best practices remain.

What elements of public relations have withstood the test of time? Share your thoughts with us (@bekiweki) on Twitter with the hashtag #MorningScoop.

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