Snickers gobbles up a world record, Delta staff bonuses earn kudos, and Edelman reports consumer trust at all-time low

Also: Cadbury scrambles amid egg criticism, prepping for a successful 2020, how PR pros approach talent needs for videos, and more.

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:

You can soon expect more announcements and crisis communication plans as health care organizations and professionals warn travelers and spread information:

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:

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.”

Image courtesy of Edelman.

 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.


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.

PR Daily’s editor, Ted Kitterman, has insights from our Advisory Board of PR experts.

Cadbury responds to backlash over Easter eggs

 Cadbury is already promoting its Easter candy, including its iconic Crème Eggs:

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.

 BirminghamLive reported:

 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.


 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:


How does blogging fit into your content and overall PR strategies this year?

Share how you’re revamping content and media relations strategies for 2020 under the #MorningScoop hashtag.

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