Breakfast Briefing, 9.27.2017: The 5 stories PR pros need to know on Wednesday morning

Twitter doubles character limit for some users; Joe Lockhart is done reacting to Trump's tweets about the NFL; Ford partners with Lyft to test self-driving cars; and more.

Twitter doubles character limit for some users
Twitter is testing 280-character tweets, doubling the previous character limit. In a blog post, Twitter said it wants to help users be more expressive. If the test is successful, Twitter will roll out the expanded character limit to all users. Devoted Twitter users are not happy with the news. President Donald Trump is not part of the small group of test users Twitter is allowing to send longer tweets, Recode reported.

Joe Lockhart is done reacting to Trump’s tweets about the NFL
President Trump tweeted Tuesday about the NFL’s  TV ratings and suggested it bar players from kneeling during the national anthem. But NFL spokesman Joe Lockhart doesn’t want to continue the dialogue. "[Trump’s] exercising his freedom to speak and I’m exercising my freedom not to react," he told press during a conference call. This is the advice PR pros have for NFL sponsors; and the challenges ESPN is facing covering the NFL anthem protests.

Ford partners with Lyft to test self-driving cars
Ford plans to initially offer human-driven vehicles on Lyft’s fleet. Eventually, Ford plans to make its autonomous-drive vehicles available to Lyft customers. Lyft is partially owned by Ford rival General Motors. Ford autonomous vehicle VP Sherif Marakby announced the partnership in a post on Medium.

Roy Moore advances in race for US Senate seat
Roy Moore, ousted chief justice of the Alabama Supreme Court, has defeated Luther Strange in the runoff to be the Republican candidate for one of Alabama’s Senate seats. President Trump deleted several tweets supporting Strange after the result was announced. Moore will face Democratic nominee and former U.S. Attorney Doug Jones in the general election contest in December. The special election gained national prominence because of what was at stake: the political sway of Trump's administration versus the base that helped him win the White House.

Other news to know this morning: Adidas marketing exec Jim Gatto is at center of college basketball bribery scandal; How Google is celebrating its 19th birthday; NFL seeks crisis comms strategist.

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