TikTok’s growth spurt, Halloween-themed social media posts, and rivals stoking a viral YouTube fundraiser

Also: NCAA buckles on athlete earnings rule, recruiting employees with grant money, a #MeToo version of ‘Baby, It’s Cold Outside,’ and more.

Good morning, PR pros:

UnityPoint Health – Meriter is racking up engagement on Facebook with a holiday-themed post, its “NICU Halloween Costume Contest,” that underscores the health system’s work:

NICU Halloween Costume Contest: Cast your votes now! From grapes and pilots to mermaids and skeletons, our tiniest…

Posted by UnityPoint Health – Meriter on Tuesday, October 29, 2019

It’s a great example of how your organization can highlight important initiatives and offerings in an engaging and non-promotional way—while using a trending holiday to tell its stories.

What do you think of the health care organization’s post? Share with us your thoughts under the #MorningScoop hashtag.

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In a unanimous vote, the association’s board overturned the long-held rule prohibiting college athletes from profiting off their names and likenesses. The action has met with skepticism.

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