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Doordash hails new investment in workers, how Gen Z uses LinkedIn, and Elle Magazine pledges to go fur free


Hello, communicators:

Discount stores T.J.Maxx, Marshalls and HomeGoods have launched a giving campaign in partnership with actress and musician Brandy through a virtual snowball fight over TikTok. Throughout the rest of the month, the brands will donate $1 to hunger relief organization Feeding America for every TikTok user who posts content using a special snowball-themed effect and the hashtag #SnowballFightAgainstHunger.

@brandy##ad Join @T.J.Maxx @Marshalls & @HomeGoods ##SnowballFightAgainstHunger to support Feeding America

♬ original sound – brandy

“The holidays are a very special time of year for my family,” Brandy said in a press release. “I’m so excited and honored to partner with T.J.Maxx, Marshalls, and HomeGoods to spread holiday magic in a creative way, while also raising money and awareness for the important work being done by Feeding America.”

This seasonal giving campaign offers the latest example of how your brand or organization can tap into an influencer’s existing following on TikTok to promote your charitable campaigns.

Here are today’s top stories:

Doordash launches new grocery service with emphasis on full-time employment

Food delivery app Doordash is launching a pilot in NYC that promises to deliver “ultra-fast” groceries. Customers can choose from 2,000 items in the company’s newly minted Dashmart to have them delivered by a courier in 10-15 minutes.

For the new service, Doordash will employ full-time courier employees who are actively managed, and use a new, internal app designed specifically for them. These roles will include traditional benefits like medical, dental and vision insurance.

According to its press release:

“Millions of people across the country turn to platforms like DoorDash to earn supplemental income when, where and how they choose, providing them with unique flexibility and choice that is so valuable,” [said Christopher Payne, President of DoorDash]. “We’re proud to be a leader in providing economic opportunities that fit the lives of so many people. And now, we’re excited about the new employment opportunity that DashCorps offers for a different type of work.”

In interviews with several news outlets, Max Rettig, vice president of public policy at Doordash, went deeper into the DashCorps’ emphasis on creating full-time employment opportunities:

“[Employees] will not have the ability to say which deliveries they want to do, that’s kind of what it is to be an employee,” Rettig said. “You’re going to have to show up, you’re going to have to do the deliveries that need to be done in order to operate this ultrafast delivery service. I will say, though, that the radii around each of the DashMarts is going to be relatively small, so we’re not talking about deliveries across bridges or through tunnels.”

“There’s a form of flexibility and independence that you get as a Dasher that is incredibly valuable to people as they’re seeking to earn supplemental income that just won’t be available to you if you’re an employee of DashCorps,” Rettig said. “There are also things that you’ll get as an employee of DashCorps, especially if you’re working full-time, that you won’t get as an independent contractor as a Dasher.”

Why it matters:

Doordash’s foray into the growing grocery delivery market follows a Doordash driver strike in August to protest a lack of transparency around tips and a low base pay, along with new NYC legislation guaranteeing delivery worker protections. By focusing on NYC as the pilot market for its new service and launching a small business advisory council, Doordash demonstrates how a company can test industry-first policies and procedures by sharing them with critics from the outset.

By focusing on how its new service will have roles for both full-time employees and independent contractors, Doordash also demonstrates how you must consider employee messaging when announcing a new service or product. Particularly as Doordash has faced questions around work conditions, the message around a new ultra-fast delivery service had to address how workers would be compensated fairly.


MEASURED THOUGHTS

In new data from LinkedIn, 80% of Gen Z users said they trust the platform and 73% said that they feel safe posting content there. Meanwhile, 70% said that the content shared on LinkedIn is relevant to them. LinkedIn also found that Gen Z users prefer its platform over other channels for networking, learning and research.

Courtesy of LinkedIn

LinkedIn’s numbers suggest the platform is embraced by younger, as well as older, generations. By focusing on trust, LinkedIn hopes to distinguish itself from other social media platforms like Facebook that are currently experiencing public reputational crises.

Check out the full report here.


TAKE OUR SURVEY

If you’re looking to further your understanding of your industry to navigate what’s ahead in 2022, lend us a hand—and help yourself and your peers identify shared benchmarks in areas such as budgets, team structure, ESG and DE&I efforts, and more. Participate in Ragan Communications Leadership Council’s 2022 Benchmark Survey, a comprehensive look at how to negotiate budgets with your executives, how to best reach deskless workers and foster culture among a hybrid workforce, and more.

Both internal and external communicators are encouraged to participate.

By taking part, you’ll be entered to win one of three $100 gift cards. All who complete the survey will receive a full report on the findings. Responses are anonymous.

Survey takers will receive an executive summary of the findings.


CRISIS COMMUNICATIONS

Norwegian Cruise Lines confirmed at least 17 positive COVID-19 cases on its Norweigan Breakaway ship currently docked in New Orleans.

According to its statement:

We have identified a handful of COVID-19 cases among guests and crew onboard Norwegian Breakaway, which is scheduled to disembark in New Orleans, LA on December 5. All of the identified cases onboard are asymptomatic. In addition to requiring that 100% of guests and crew are fully vaccinated, per the Company’s comprehensive health and safety protocols, we have implemented quarantine, isolation and contact tracing procedures for identified cases. We are testing all individuals on Norwegian Breakaway prior to disembarkation, as well as providing post-exposure and quarantine public health guidance by the CDC. Any guests who have tested positive for COVID-19 will travel by personal vehicle to their personal residence or self-isolate in accommodations provided by the Company according to CDC guidelines.

We take this matter extremely seriously and will continue to work closely with the CDC, the office of Governor John Bel Edwards, the Louisiana Department of Health as well as the city and port of New Orleans. At this time, there have been no changes to scheduled future sailings on Norwegian Breakaway. We will provide additional updates to impacted guests as appropriate.

Norwegian’s holding statement immediately calms readers by sharing how all identified cases are asymptomatic before emphasizing the cruise line’s commitment to COVID-19 safety alongside a detailed description of its procedures and next steps. By going further to share how positive guests will be transported after disembarking, Norwegian demonstrates how its policies have evolved since sailing resumed this year.


Announcing the PR Daily Leadership Network

PR Daily is launching the PR Daily Leadership Network, a unique membership group from Ragan Communications offering peer-to-peer advisory and team training along with a unique slate of resources and events to help public relations professionals break through the noise, increase their visibility and forge meaningful connections.

The Network provides daily insights and coverage on a range of topics including media relations, social media, measurement, Diversity, Equity & Inclusion, branding, thought leadership and crisis communications.

“The fast pace of change coupled with the demand on public relations professionals to protect and sometimes defend their company’s reputation make it imperative for leaders to tap into the wisdom of other communicators and continue to learn and grow,” says Diane Schwartz, CEO of Ragan Communications. “The PR Daily Leadership Network provides the answers but also encourages members to question the status quo and push for positive change.”

Visit leadership.prdaily.com to learn more.

Elle Magazine explains ban on editorial content promoting animal fur

Elle magazine’s 45 global editions signed a charter to ban editorial content promoting animal fur from its print and online outlets. The charter was created in collaboration with the Humane Society of the United States, Humane Society International and Creatives4Change.

Reuters reports:

Hailing a “fur-free future,” ELLE senior vice president and international director Valeria Bessolo LLopiz told Reuters: “It’s a really great opportunity to increase awareness for animal welfare, bolster the demand for sustainable and innovative alternatives and foster a more humane fashion industry.”

“Fur appears to be outdated and not fashionable anymore, and especially for the Gen Z, who is the golden target of fashion and luxury industry,” Bessolo LLopiz said. “Gen Z wants fashion to be responsible, ethical and innovative, and that’s what’s happening.”

Elle’s charter partners, as well as animal welfare advocates, celebrated the announcement on social media:

What it means:

Elle’s announcement illustrates how companies are showing their investment on social purpose and ESG as directly tied to business outcomes. In Elle Magazine’s case, the decision to drop fur from its content is certainly aided by the declining popularity of the material, but Elle was able to get some earned media from a bold statement and pledge.

By working with partners, you too can make your efforts to adopt new values stand out as momentous, rather than a cynical effort to hop on a bandwagon.

Topics: Branding, Content Marketing, COVID-19, Crisis Communications, Daily Scoop, Executive Communication, Marketing, Media Relations, PR Industry, Social Media, Storytelling, The Workplace, Visual & Video Communications, Writing & Editing

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