McDonald's value dips over chief's ouster; Why TikTok deserves a closer look; How social media changed PR; and more

MORNING SCOOP

McDonald’s takes hit on chief’s ouster, National Sandwich Day marketing messages, and Blizzard’s apology to fans

Also: Influencer marketing’s effectiveness by generation, Arby’s pop-up sandwich store, Airbnb responds after tragic house party deaths, and more.

MEASUREMENT

Analytics make TikTok more attractive to marketers

The enhancement to the increasingly popular video site gives brand managers a way to gauge the traction their posts get. Here’s what you need to know.

MEDIA RELATIONS

5 ways social media has reshaped the PR industry

If you are a PR pro, you spend a lot of time on social media. Here are some ways the PR industry has changed to reflect the new normal—and ideas for how you can best reallocate your resources.

FEATURED

10 books every PR pro should read

Out of the hundreds of books professing unique knowledge of the PR industry, only a handful are truly worth exploring.Here are some titles that warrant a second look.

RAGAN AWARDS

Don’t miss next week’s Top Women in Communications Awards entry deadline

Ragan will honor the industry’s leading female internal and external communications professionals. Nominate your colleagues—or yourself—by Nov. 8.

CONTENT MARKETING

How to draw user-generated content from your fans

Your audience can help create content and share your message through challenges and other activations, but you have to be authentic, or your campaign will fall flat.

MORNING SCOOP

McDonald’s Portugal apologizes for Halloween gaffe, Chick-fil-A flubs National Sandwich Day promo, and AA flight attendants speak out

Also: CMOs to broaden their roles in 2020, Georgia Tech’s social media viral hit, Molson Coors plans a rebranding and staff cuts, and more.

WRITING & EDITING

Cutting your copy? Slash the quotes

Everybody’s trying to write tighter these days. Start with paring wordy, repetitive quotes—even if it’s the CEO who is speaking.

WEBSITES

Infographic: Tips for optimizing your nonprofit website

Online tools can help you raise funds and drive traffic to a landing page that solicits donations, but you must design your site to funnel that traffic in the right direction.

PR DAILY AWARDS

Don’t miss this Friday’s Video & Visual Awards entry deadline

All submissions must be received by 11:59 p.m. Central Time, this Friday, Nov. 1. Enter to earn recognition for your captivating visual storytelling efforts.

WRITING & EDITING

Demonyms find their place in our lexicon and across the country

As Halloween looms, we might think this word describes goblins, fiends and other hellions. Not so. It refers to Hoosiers and Yoopers and Yanks (oh, my!)—people hailing from particular locales.

A DAY IN THE LIFE

How SKDKnickerbocker’s Cecelia Prewett stays organized

The role of a PR pro requires relentless organization, and for this practitioner, that means using new tech but keeping it old school, too.

MEDIA RELATIONS

How to explain media relations value to clients

Part of the PR function is getting your organization’s experts and newsmakers placed in high-authority publications—but you can’t guarantee success. Here’s how to break it down.

MORNING SCOOP

Twitter bans political ad buys, Toyota changes messaging on emissions, and when to use ROI or KPI measures

Also: A viral Popeyes-themed Halloween costume, Deadspin’s splashy staff exodus, Southwest’s crisis response over alleged bathroom camera, where PR pros get their news, and more.