Daily Scoop

Girl Scouts tweet support for Amy Coney Barrett; 78% of marketers report more higher engagement, and Orbit offers PR stunt for young singles stuck at home

Also: Re/Max partners with Children’s Miracle Network Hospital on face mask offering, how PR pros are rethinking e-commerce strategies, meal prep solutions for homebound pros, and more.

By Beki Winchel
@bekiweki
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Hello, communicators:

The New York Times says that our refrigerator says a lot about us—and our political leanings. The paper teamed up with online survey platform to create a quiz where readers can try to guess the politics of person from a picture of the inside of their fridge.

The content is a reminder to make your stories interactive and data-driven. If you can add a timely news hook (like the upcoming Nov; 3 election), that might be a bonus. However, politics can be a thorny, emotionally-charged topic for brands.

Make sure you have addressed your core values and are framing messaging around from a strong internal base before jumping into the political thicket.

Here are today’s top stories:

The Girl Scouts faces backlash over Amy Coney Barrett tweet

The Girl Scouts of the USA received swift blowback after tweeting its support of Supreme Court Justice Amy Coney Barrett’s appointment, with many Twitter users vowing to make their own Thin Mints.

The now-deleted tweet read: “Congratulations Amy Coney Barrett on becoming the 5th woman appointed to the Supreme Court since its inception in 1789.” It accompanied a graphic of Barrett along with all the other former female justices.

The organization at first lashed out at critics with this tweet, which has also been deleted:

https://twitter.com/stilnotwriting/status/1321568605901852675

After scrubbing its earlier post and reaction, the Girl Scouts issued the following statement:

Why it’s important: It’s becoming increasingly hard, if not next to impossible, for organizations to stay silent on social and political issues. However, if you’re going to speak out on a hot-button issue or support a public political figure, be prepared to take criticism. Have a list of talking points in response to your action or statement, and make sure your employees are well-versed on them. Tweeting that you’re non-political and non-partisan after supporting a controversial Supreme Court appointment during a tumultuous presidential election season won’t cut it. Your consumers and your employees are smarter than that.

TACTICALLY SPEAKING

Orbit Gum is seeking ways to help millennials successfully date through COVID-19, and is offering a parent “babysitting” pack for those who live at home and could use the help. 

In a press release, Orbit’s parent company, Mars, wrote:

The full ORBIT Parent Sitter Pack has something for every type of parent, and includes: an online cooking class for parents who love to keep their hands (and stomachs) full, a plant delivery service for parents who need to take care of something other than their grown child, and a subscription to a TV streaming service because parents also need to binge-watch and chill.

You can tweet @OrbitGum and tell the social media team why you need an #OrbitParentSitter (include the #Sweepstakes hashtag, too) for a chance to win.

The PR and marketing stunt is part of Orbit’s “Keep it Clean” campaign, which dishes out humorous messages and advice to millennial consumers:

MEASURED THOUGHTS 

London Research and BlueVenn recently published the Omnichaannel Marketing Excellence report, which revealed that 78% of marketers surveyed said their organizations received more online customer interactions and purchases during COVID-19:

Image courtesy of London Research.

As more consumers shift their purchasing and engagement behaviors to digital channels, PR and marketing pros must also integrate digital-first content and strategies into their campaigns.

London Research reported that 32% of marketers surveyed coordinate their customers’ journeys across channels, integrating both digital and offline efforts. However, 29% report that they’re managing each outbound channel separately, which could present a challenge as consumers seek a consistent experience across organizations’ websites, social media profiles, in-person locations, emails and more.

Image courtesy of London Research.

You can read the entire report 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.

TACTICALLY SPEAKING

Re/Max partnered with Children’s Miracle Network Hospital and is asking its Instagram and Facebook followers to vote for their favorite mask design. All designs were created by Children’s Miracle Network Hospital patients.

In a statement, Re/Max’s senior social media manager, Kayla Roofe, said:

During the COVID-19 pandemic, hospital donations are decreasing at time when costs are increasing and the need for care is greater than ever. We hope the sale of Miracle Masks will not only help keep agents and their clients safe, but also help fill this critical funding gap.

CATCH UP WITH OUR REPORT

More than half (57%) of social media managers say they plan to leave their current position within two years, according to a new survey from the Institute for Public Relations, Ragan Communications and the University of Florida. Though these managers are ambitious, the career path to social media leadership roles remains unclear.

via GIPHY

The report sheds light on social media pros’ career trajectory as well as the challenging lack of resources and employee burnout that’s on the rise. Check out the findings here.

To learn more about how to prepare for the future of social media and more, join us at Ragan’s Future of Communications Conference, Nov. 10-11.  You’ll learn from PR, social media, marketing and internal communications experts about the top trends and what’s on the horizon for the industry.

EDITOR’S PICKS

Communicators are busier than ever during COVID-19, and long days of crafting press releases, giving crisis statements, training executives for media interviews and more can leave you without time to create a healthy meal—or the energy to think about what you’ll prepare for the entire week. Take away the stress with a meal service, so you can boost your wellness and take one more thing, er, off your plate:

via GIPHY

Consider these meal-time solutions:

WHAT YOU SAID

We asked if you’re including more e-commerce strategies in your marketing campaigns, and 60% of you are making moves to integrate them with traditional strategies, while 40% are focusing on e-commerce:

Is there a question you’d like us to ask in an upcoming poll? Let us know!

SOUNDING BOARD

Which one of the following helps you the most in grabbing media coverage and getting brand mentions during COVID-19, racial justice movements and election season?

Share how you’re getting headlines below and under the hashtag #DailyScoop, and we’ll share the top replies in tomorrow’s roundup.

 

 

 

Editor’s note: Ragan Communications may earn a commission through our affiliate partnerships when purchasing items in our content.

 

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