Time releases ‘worst year ever’ cover, Lufthansa Group to lay off 29,000, and Zalando co-CEO steps down to support wife’s career

Also: Microsoft embraces positivity and connection with its holiday commercial, Planters ages its mascot again, a guide to creating effective infographics, and more. Hello, communicators: Microsoft’s holiday commercial highlights virtual activities including video games and Zoom meetings, but does it through a dog’s eyes: https://youtu.be/nIACub_0bxI “The holidays are a lot different this year, but that doesn't mean we can't experience joy and connection,” Microsoft wrote in its video description on YouTube. The effort is a great example of tailoring your marketing messages to the current climate and evoke emotions through storytelling, but with a positive and upbeat take on a year full of uncertainty and upheaval. Here are today’s top stories: Time releases ‘the worst year ever’ cover The magazine crossed out “2020” for its image this year, and its film critic Stephanie Zacharek said the latest edition of its annual roundup was “the story of a year you’ll never want to revisit”: https://twitter.com/TIME/status/1335192450596532225 In the feature story, Zacharek wrote: We’re bored, we’re anxious, we’re overworked or, worse, unemployed: We’ve had lots of time to get to know ourselves better, which often leaves us more bewildered and less trusting of our judgment. We’re drained. We give up and watch “The Office” again, though there are worse things. This isn’t the time to be hard on ourselves for not knowing exactly what we want, except to continue to remain healthy and alive, and to do what we can to make sure the same goes for our neighbors and loved ones. Amid the pandemic’s worst days of New York’s first wave–those days in April when the number of cases and deaths continued to climb, when refrigerated trucks lined up to keep corpses from rotting, when we had no idea how, or if, this horror could be stemmed–one of my neighbors stepped out onto his fire escape during the evening cheer and re-created Jimi Hendrix’s “The Star Spangled Banner” on his guitar. The notes wailed and withered, swelled and crested, a story we’d heard a million times yet somehow needed to hear right then. Why it’s important: Communicators must balance crisis communications and continuing uncertainty with moments of inspiration and happiness, lest they overwhelm audiences who are already fatigued. For both external and internal communicators, that requires listening more closely to consumers and employees, so you can pinpoint emotions, as well as needs, and cater your efforts accordingly. Brand managers are currently grappling with holiday campaigns to balance festive and joyful messages with the current crisis landscape. This balance will be a focus as we look toward 2021 and find ways to break through both the noise of a crowded media landscape as well as audiences that are inundated with both negative and fake news. TACTICALLY SPEAKING Rubin Ritter, co-chief executive of European e-commerce giant Zalando, is stepping down next year to support his wife’s career. In a press release, Ritter said: My decision is the result of many months of careful consideration. After more than 11 amazing years where Zalando has been my priority, I feel that it is time to give my life a new direction. I want to devote more time to my growing family. My wife and I have agreed that for the coming years, her professional ambitions should take priority. And regarding my own future, I am eager to allow myself time to explore new interests beyond Zalando. A McKinsey & Co. report revealed that one in four women are either leaving the workforce or taking a leave of absence because of COVID-19—meaning roughly 2 million women are transitioning out of the workplace. You might not be in a position to follow in Ritter’s footsteps, but you can take inspiration from the move by brainstorming ways to support the women in your workforce—whether through benefits offerings or increased flexibility, as many grapple to balance childcare with their career path. MEASURED THOUGHTS If you want gathered data and analytics to pack an emotional punch and increase your chances of obtaining buy-in (or eliciting action from consumers), tell your story visually. SEMrush says an infographic is the perfect way to present that information, especially to boost your search engine optimization efforts. However, not all infographics are created equal. Here’s the guide SEMrush suggests: https://twitter.com/semrush/status/1335671610318217218 The software company’s biggest tips include making your infographics sharable and linkable, as well as tailoring the content to your audience and including a clear call to action—all tips that are best practices for any type of content marketing campaign. You can read the full list here. CRISIS LEADERSHIP NETWORK Looking for more insight on how to address the current global crisis and lead your organization into a strong recovery? via GIPHY Join Ragan’s Crisis Leadership Network to network and brainstorm with peers, get the latest intelligence and research and start to strategize for the future of your organization. Learn more about this exclusive membership here. Lufthansa to cut 29,000 jobs The German airline group, which includes Swiss, Austrian, Eurowings and Brussels Airlines as well as Lufthansa, is planning the layoffs for this month. The company will cut an additional 10,000 positions in 2021, which will affect employees in Germany. Simple Flying reported the following statement from Lufthansa Group: No one can reliably predict these effects. We are determined nevertheless to preserve at least 100,000 of the Lufthansa Group’s 130,000 current jobs. Even if we do not currently have nearly enough work for a workforce of this size. After a summer that gave us all reason for hope, we are now once again in a situation that is tantamount to a lockdown in effect. Why it matters: Whether you’re preparing for layoffs or are looking for ways to increase employee engagement as uncertainty continues, brainstorm ways you can connect with the members of your workforce without overwhelming them. That starts with eliciting feedback, which can happen both through surveys and one-on-one meetings with managers and other leaders. As you create ways for your executives and employees to connect, even as teams work remotely, don’t neglect your manager communications. This is the most-used touchpoint for your employees, so information and engagement coming through your managers is crucial—and will continue to be through 2021. TACTCIALLY SPEAKING Planters Peanuts’ mascot is getting another overhaul as the 21-year-old transforms into a 50-year-old with a new name. “Peanut Jr. is growing into Bartholomew Richard Fitzgerald-Smythe, or Bart for short,” the Kraft Heinz brand said in a press release. https://youtu.be/9-T0UPMzPUs The company is launching interactive content and sweepstakes to drum up excitement for its branded merchandise, as well as limited-edition products that include “Winter Spiced Mix”: https://twitter.com/MrPeanut/status/1334160736520691712 What do you think of the campaign? Share your thoughts under the #DailyScoop hashtag. TAKE OUR SURVEY We want to know about how PR agencies are building lasting, sustainable relationships with clients, what is working and what is rubbing both parties the wrong way. That’s why we’re partnering with The Institute for Public Relations on a new survey to learn more about the state of the agency/client relationship. via GIPHY Please take this 10-minute survey here. EDITOR’S PICKS Though the holiday season looks different this year amid COVID-19, many organizations and agencies are creating themed content and extras for customers and social media followers, as well as sharing holiday cards and sending gifts that can provide a much-needed boost to employees, partners and influencers. via GIPHY Check out these fitting holiday gifts: Grab your social media pro colleague a print from Society6 that proclaims, “It’s not you—it’s the algorithm.” Send a holiday greeting that strengthens both your relationship and your brand with gift baskets from Harry & David. Give the gift of practicality for those constantly in Zoom meetings with a microphone, light or phone mount from B&H Photo Video. Remind employees it’s OK to take a break in between campaigns and crisis responses with a work-life balance keychain from Uncommon Goods. (Sales also help bring paid family leave to all 50 states!) Give employees, partners and top customers a fruity bouquet or platter of chocolate-dipped treats from Edible Arrangements. WHAT YOU SAID We asked if your organization is throwing a holiday party in 2020, and nearly 60% of you are skipping the occasion, while 31% are connecting virtually and roughly 9% are meeting in small groups: https://twitter.com/PRDaily/status/1334857547426238467 If your organization is foregoing this year’s holiday festivities, view Miller Lite’s reasons why it’s not such a bad thing. Is there a question you’d like us to ask in an upcoming poll? Let us know! SOUNDING BOARD Are you looking at ways to add uplifting and lighthearted content into your digital marketing and social media strategies? https://twitter.com/PRDaily/status/1335960293348937730 Share your thoughts below or on Twitter using the #DailyScoop hashtag. Editor’s note: Ragan Communications may earn a commission through our affiliate partnerships when purchasing items in our content.

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