Good morning, PR pros:
Amid growing fears of the Coronavirus, a disease that has already sickened nearly 300 people in China as well as people in Japan, South Korea and Thailand, the World Health Organization announced that it will hold an emergency meeting on Wednesday:
BREAKING: WHO Director-General @DrTedros will convene an Emergency Committee on the novel #coronavirus (2019-nCoV) under the International Health Regulations.
The Committee will meet on Wednesday, 22 January 2020. pic.twitter.com/w3w7ZuoTeG
— World Health Organization (WHO) (@WHO) January 20, 2020
You can soon expect more announcements and crisis communication plans as health care organizations and professionals warn travelers and spread information:
— Dr. Theresa Tam (@CPHO_Canada) January 20, 2020
Here are today’s top stories:
Snickers nets record for giant bar
Mars Wrigley raised the bar for Snickers’ 90th anniversary—and all it took was 3,500 pounds of chocolate and 1,300 pounds of caramel, peanuts and nougat. Snickers was recognized by Guinness World Records as the largest-ever chocolate nut bar:
— SNICKERS (@SNICKERS) January 16, 2020
— GuinnessWorldRecords (@GWR) January 17, 2020
Why you should care: The PR stunt comes in time for touting its commercial spot for Super Bowl LIV. Many brand managers are teasing their Super Bowl ads as well, extending the life of their expensive campaigns and aiming to capture consumer attention and excitement. Snickers’ stunt shows that with a cacophony of branded content and messages, you might have to go big—and rather nutty—to stand out from the crowd.
Edelman’s 2020 Trust Barometer revealed that consumers’ trust of organizations is at an all-time low: None of the institutions measured was considered both “competent” and “ethical.”
That lack of trust extends from consumers’ to employees’ fears. Though 83% think it’s an organization’s responsibility to pay decent wages and 79% say they must also provide training opportunities, fewer than one-third of respondents think organizations will follow through on such actions.
The agency’s chief executive, Richard Edelman, said in a video: “The model, actually, has to move to one that is now competence and ethical behavior around transparency, sustainable supply chain, as well as paying fair wages and retraining. Business has to be up front.”
Delta employees get big bonuses—and CEO’s shout-out
The airline earned kudos for sharing 2019’s $1.6 billion in profits with its 90,000 workers. Each employee will receive a bonus worth roughly two months’ pay. After Bill Maynard, VFS Global’s chief technology officer, shared the news on LinkedIn, Delta’s chief executive, Ed Bastian, replied by saying the company’s employees “deserve all the credit.”
Why it matters: How you treat your workforce attracts and retains top talent, but it also will greatly affect consumers’ image of your brand, along with their trust. By elevating employees, you stand to make powerful brand ambassadors as well as build a loyal following from those who appreciate your ethics just as much as they do your products and services.
FROM THE EXPERTS
With a new year comes both challenges and opportunities for communicators of all stripes—and figuring out which trends to follow can be overwhelming. Glean lessons on what to be excited about, which challenges you must overcome and how to invest your budget and time.
Cadbury responds to backlash over Easter eggs
Cadbury is already promoting its Easter candy, including its iconic Crème Eggs:
Feast your eyes. Eat with your Ears. Get ready to view the goo like never before… pic.twitter.com/0kejLV6N5t
— Cadbury UK (@CadburyUK) December 29, 2019
However, the chocolate makers’ spring tins containing either Mini Eggs or Crème Eggs have received mixed reactions, with several Twitter users complaining about the smaller product size and the extra packaging that they call a waste.
A spokesperson told BirminghamLive: “The Cadbury Mini Egg tins and Cadbury Creme Egg tins are designed to be the perfect gift for bakers, who we know love to include our eggs in their recipes, whether that’s a Cream Egg tray bake or a Mini Egg topped Easter sponge.
… “The Cadbury Mini Eggs and Cadbury Creme Eggs are kept in packets to avoid damage to the eggs, so they look their best when added to Easter treats. The tins themselves are festively designed to be a colourful gift to be kept and reused.”
Why it’s important: Don’t expect to fly under the radar when you offer a product that’s a smaller size or less value. In today’s increasingly fast news cycle and social media conversations, consumers will quickly cause a stir sharing their displeasure. Cadbury’s PR statement will probably be seen as putting lipstick on a pig for disappointed fans.
WHAT YOU SAID
We asked how you create your video content, and more than half of you split the work between your employees and outside partners. Nearly 23% outsource their video efforts, with 20% working on the efforts entirely in-house:
When creating videos, do you outsource that work or create the content in-house? Share your thoughts with the hashtag #MorningScoop.
— PR Daily (@PRDaily) January 20, 2020
How does blogging fit into your content and overall PR strategies this year?
How does blogging fit into your PR and content strategies this year?
Share how you're revamping content and media relations strategies for 2020 under the #MorningScoop hashtag.
— PR Daily (@PRDaily) January 21, 2020
Share how you’re revamping content and media relations strategies for 2020 under the #MorningScoop hashtag.