Breakfast Briefing: 5 things for PR pros to know on Thursday morning

McDonald’s Q4 sales boosted by ‘strategic marketing investments’; Day One Agency uses TikTok to recruit staffers.

McDonald’s U.S. same-store sales rose 5.5% in Q4, thanks to “strategic marketing investments and promotional activity,” including those focused on core menu items such as the Big Mac. The consumer trend of spending more per order stayed true during the quarter as well, although traffic remained negative. Net sales dropped 2% to $5.31 billion, falling short of expectations of $5.37 billion. 

Day One Agency is using TikTok to find talented young staffers. In August, the firm launched a campaign called #CreativeSinceDayOne on TikTok, Instagram and LinkedIn to find and hire two creative apprentices. Within one month, Day One got more than 700 video applications across all three sites. Day One cofounder and CEO Josh Rosenberg shared all the details with PRWeek.

The GameStop madness continues. The video-game retailer touched as high as $500 in premarket trade on Thursday (heading into the new year, it was trading around $19). The investments are driven in large part by the WallStreetBets subreddit. The viral retail investing trend has made stock trading app Robinhood the top free app on Apple’s App Store, followed by Reddit. And “Join Robinhood” was trending on Twitter Thursday morning. Brands such as  Steak-umm and Sour Patch Kids are starting to join the GameStop conversation on Twitter. What would you do if you were GameStop’s comms head? Jim Prosser, Edelman’s MD of corporate affairs and advisory services for its U.S. Western region, wrote in a Medium post that the smart move would be to “do nothing.”

Snapchat has unveiled a new digital literacy program. The company has created a new channel on its curated content section Discover called “Safety Snapshot.” It is aimed at educating its users about issues like data privacy and security. Each month, the channel will provide users with tips about how to protect themselves online, Axios reported.

Why conservatives may be saying "San Fran" more than ever before. Before serving as the U.S. Senator for California, Vice President Kamala Harris was the district attorney of the City and County of San Francisco. She is also an Oakland native. A study PR firm Bospar has been running since 2018 found that San Francisco natives really don’t like their city being referred to as “San Fran.” But in the firm’s latest study, conducted by Propeller Insights, 71.2% of Republicans revealed if they knew saying “San Fran” would drive Harris nuts, they would keep using it, and a majority of Republicans (51.9%) predict “San Fran” will stick as a pejorative while Harris is the nation’s vice president.

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