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A week of social media meltdowns; All about Google's Alphabet; Why 2016 candidates need Millennials

US Weekender
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US Weekender | August 15th 2015
Welcome to PRWeek's Weekender newsletter, which catches you up on everything you missed during the week, gives you a few long reads for the weekend, and highlights the biggest trends in the communications industry over the past seven days. Enjoy your weekend!

This past week, the PR world was reminded how easily communication on social media – whether a single post or a rambling diatribe – can create an intense reaction from consumers and professionals.

Most notably, online dating company Tinder responded to a critical Vanity Fair article with a 32-Tweet-long tirade. The initial consensus among PR pros was that it not only failed to rebut the Vanity Fair piece, but that it drew more negative attention to the brand. Some have defended the move, though, going so far as to declare that Tinder “won the Internet” this week with all the publicity the Tweet storm generated.

But it doesn’t take a Twitter tantrum to create a negative backlash, as pen-maker Bic and celebrity Kim Kardashian found out. PRWeek Editor-in-chief Steve Barrett writes in his blog that brands and individuals need to realize that social media is a powerful way to reach many people, yes, but also presents many potential pitfalls that can create full-blown communication crises.

Social Media Meltdowns
Brands! Please learn the social media lesson Brands! Please learn the social media lesson
Bic. Tinder. Kim Kardashian. Social media is a minefield - and the examples of brands that are still stepping on those mines continue to multiply, despite much more awareness of the pitfalls involved.
Go home, Tinder. You're drunk: PR pros react to Twitter tirade Go home, Tinder. You're drunk: PR pros react to Twitter tirade
Tinder's 30-tweet rant on Tuesday night about a critical Vanity Fair article may have been pre-planned. But deliberate or not, it wasn't very smart, say communications experts.
Tinder takes a swipe at Vanity Fair (and wins the Internet) Tinder takes a swipe at Vanity Fair (and wins the Internet)
Those calling Tinder's Twitter rant a #PRFail are failing themselves to see its genius, writes Business Wire's Serena Ehrlich.
Bad ad watchdog slams Kim Kardashian's social media post Bad ad watchdog slams Kim Kardashian's social media post
The FDA said the reality-show star didn't meet product-endorsement guidelines.
Bic pens two apologies for sexist blunder when promoting National Women's Day Bic pens two apologies for sexist blunder when promoting National Women's Day
Bic has not only managed to cause offence on National Women's Day in South Africa, but then compounded the issue when it tried to explain how the advert was "empowering women".
Roundup: Google Alphabet
Google creates Alphabet parent in search for transparency and independence Google creates Alphabet parent in search for transparency and independence
Google is about to undergo one of the biggest shakeups in Silicon Valley, after announcing it will become part of a new holding company known as Alphabet.
Google's memo introducing Alphabet is a masterpiece in rebranding communication Google's memo introducing Alphabet is a masterpiece in rebranding communication
Google's transition towards the Alphabet parent company is a logical move and its announcement was superbly handled, but that's not the end of the rebrand road, writes The Partners and Lambie-Nairn CEO Jim Prior.
Numbers game: How Google's Alphabet reorganization is a win for IR Numbers game: How Google's Alphabet reorganization is a win for IR
PR pros believe Google holding company Alphabet will benefit shareholders.
Did you understand Google's Alphabet reorganization? Did you understand Google's Alphabet reorganization?
Google pulled out all the stops to announce its reorganization on Monday evening. But are you still confused?
2016 Elections
Candidates are trying for the Millennial vote. They should try harder Candidates are trying for the Millennial vote. They should try harder
Will anyone running for president in 2016 step up to be the "first Millennial president?" I'm not optimistic.
The Consumer Beat, by Lindsay Stein
Aspartame-free variant won't keep the fizz in Diet Pepsi Aspartame-free variant won't keep the fizz in Diet Pepsi
Doubts about artificial sweeteners could derail soda brand before it has a chance to regain its former sparkle.
eBooks
Building a house of disruptive innovation Building a house of disruptive innovation
Creative engagement, disruption, and convergence are causing a polar shift toward integrated communications and marketing.
Globalization and Digitization: The China Opportunity Globalization and Digitization: The China Opportunity
PRWeek and BlueFocus convened a high-level debate in Cannes with clients, media, tech firms, and agency execs to uncover the business opportunities for global brands in China and Chinese businesses expanding into the West.
Buzzed-About News
Go home, Tinder. You're drunk: PR pros react to Twitter tirade Go home, Tinder. You're drunk: PR pros react to Twitter tirade
Tinder's 30-tweet rant on Tuesday night about a critical Vanity Fair article may have been pre-planned. But deliberate or not, it wasn't very smart, say communications experts.
Why smug journalists should think before they tweet insults about PRs Why smug journalists should think before they tweet insults about PRs
Fellow hacks should ditch the snide remarks about a profession paid far better than them, writes Matthew Gwyther, the editor of Management Today.
Smug journalists and smug PRs need to learn to meet in the middle Smug journalists and smug PRs need to learn to meet in the middle
Smug hacks need to ditch the insults but PRs need to earn their respect, writes Daniella Graham, former entertainment editor at Metro.co.uk
Former Hillshire Brands CCO Harris joins ConAgra as comms chief Former Hillshire Brands CCO Harris joins ConAgra as comms chief
As CCO, Jon Harris is reporting to ConAgra CEO Sean Connolly.
MH370 debris debacle: Airline and government communications 'devoid of empathy and heart' MH370 debris debacle: Airline and government communications 'devoid of empathy and heart'
PR pros slam those involved for mixed messaging, lacking compassion and failing to go back to basics
Beer brand Shock Top helps California save water with CSR campaign Beer brand Shock Top helps California save water with CSR campaign
The brand is donating $100,000 to Drop-A-Brick 2.0, which reduces the amount of water flushed down the toilet.
40 Under 40 2015: Brand Champions
Linda Mills: 40 Under 40 2015 Linda Mills: 40 Under 40 2015
Director, global corporate communications and Latin America public affairs, Starbucks
38
Michael Gonda: 40 Under 40 2015 Michael Gonda: 40 Under 40 2015
VP, corporate communications, Chobani
28
Ben Johnson: 40 Under 40 2015 Ben Johnson: 40 Under 40 2015
Director, global communications, Tough Mudder
30
PRWeek Awards 2016 launch
PRWeek Awards 2016 open for entries PRWeek Awards 2016 open for entries
Waste Management's Barry Caldwell is serving as this year's chair of judges.
9 ways to win a PRWeek Award 9 ways to win a PRWeek Award
The 2016 PRWeek Awards opened for entries this week - PR pros have until October 2 to prepare and submit their best work.
   

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