The 5 stories PR pros need to know on Thursday morning, 5.5.2016

Best in branded content recognized; Avocados from Mexico takes advantage of Cinco de Mayo; Bushes decline to endorse Trump; Tech groups outline what they want from the next president; DreamWorks, Comcast executives meet with employees about acquisition.

Best in branded content recognized
PRWeek US and Campaign US gave kudos to some of the best branded content on Wednesday night at the inaugural Brand Film Festival. The Best of the Best included UNICEF’s film about the refugee crisis, Malak and the Boat, and The Longest Night and Breathless Choir, both by Philips.

If you’re making happy hour plans…
It’s Cinco de Mayo, which is, aside from an excuse to drink margaritas, a holiday that prompts $1.5 trillion in consumer spending. It’s the second-biggest opportunity of the year for Avocados from Mexico after the Super Bowl, and the trade body has landed appearances on national morning shows to take advantage.

Trump finds endorsements hard to come by
Both former Presidents Bush are taking a pass on endorsing Donald Trump, while other Republican candidates for office are using lukewarm language supporting "the nominee" but not mentioning Trump by name. Trump, who has been quietly reaching out to the Republican establishment, will not self-fund for the general election, one of his key talking points during the GOP primaries. Hillary Clinton’s team has gone to "DEFCON 1" for a general election matchup against Trump, according to NBC News.

Tech groups write wish list for next president
Thirteen technology industry groups representing companies from Facebook to Uber are asking both parties to support the Trans Pacific Partnership trade deal and make it easier for Silicon Valley to hire engineers from abroad. The groups, which are releasing an open letter to the Democrats and Republicans, are not aligned with either party.

Execs work to calm employees’ nerves about Comcast-DreamWorks deal
DreamWorks chief Jeffrey Katzenberg and his counterpart at Comcast, Brian Roberts, tried to ease the fears of DreamWorks staffers after Comcast reached a $3.8 billion deal to buy the animation studio. Staffers were concerned the new owner would uproot them from Glendale, California, according to the Los Angeles Times

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