This week's PR Roundup looks at how the 24-Hour Economic Blackout went viral on a grassroots level, how AI is improving productivity for communications, and Sprout Social's social listening platform for the Oscars.
Grassroots Organizations Promote 24-Hour Economic Blackout
What happened: If you’ve hopped on Instagram, Facebook or TikTok this week, you may have seen some graphics or posts about a “24-Hour Economic Blackout” on Feb. 28. This movement, promoted by an organization called The People’s Union USA, asks consumers frustrated with current DEI rollbacks and corporate greed to speak with their wallets by making zero purchases at corporate retailers or gas stations on Feb 28. The organizers encourage spending only in cash and at local small businesses for essentials.
The People’s Union USA is not a household name, but its message has spread virally across social media, catching the attention of celebrities and major news media including USA Today, Fortune, CBS News and others.
The movement can be tied to a 2024 TikTok trend called “underconsumption core.” Underconsumption influencers’ messages include pushing back against corporate marketing and overarching materialism, as well as encouraging shoppers to buy second hand or to repurpose goods.
Communication takeaways: Ask any communicator and they will tell you there is no best practice to make something go viral. And that's especially the case when it's an event or messaging contrived from a grassroot source, rather than a huge company with ad dollars to spend.
So how does an extremely unknown organization get its message heard on a national level? Laura Gross, President, Scott Circle Communications, says this type of success comes due to a number of factors, including timing.
“You have to strike while the iron is hot,” Gross says. “There’s so much attention in the news about Washington [D.C.] and tech oligarchs, that people want to do something. So how can you give them something to do and also spread your message? You make a statement and get attention with an action anyone can take. If this wasn’t connected to anything in the news, no one would be paying attention.”
Gross also notes the importance of simple actions getting traction.
“This is an actual action that's not hard,” she says. “You don't necessarily have to show up to a rally. It's something you can do from your desk or from home to make a difference.”
And even if such messaging and actions do not make a dent in corporate profits, Gross says the viral message spread and attention gained is already a success.
“Reporters are looking for [another angle],” Gross says. “All the news is about Washington right now. And I know from my clients that they are doing stuff to respond. All the reporters are looking for what the response is. They need to cover another side of the story. And I’m getting calls.”
Cision Report Shows AI Capabilities Improving
What happened: Cision’s 2025 Comms Report explores communicators’ use of and interaction with technology, data, measurement, content and influencers.
Key findings from the Report include:
- Communications is more influential than ever: 84% of PR leaders say the C-suite is relying on their expertise more than in previous years.
- Employees are the new influencers: Internal advocates now have more influence on brand credibility than big-name celebrities or social media stars.
- Do more with less: 81% of communicators surveyed feel greater pressure to do more with fewer resources compared to last year.
But what might be most interesting is the data surrounding AI—which shows that use and productivity is progressing.
- AI is revolutionizing PR: Nearly 65% of comms leaders report that AI is significantly enhancing their data and analytics capabilities, while 90% say it plays a role in their overall strategy.
Communication takeaways: Sure, the industry has published numerous articles about how to use AI in PR and responsibility and impact, but the business seems to be reaching a new phase. While many are still exploring and testing, as there is always more to be learned, many organizations have reached a new level in education, ethics and an understanding of tool basics, and can now accelerate their use.
Alfredo Richard, EVP of Corporate Comms at NBCUniversal Telemundo Enterprises, explained the progression in the study.
“In 2024, everyone was trying different things, with agencies pushing the technology the furthest with hopes of creating tools to be commoditized for clients,” he says. “We experimented with a few agency tools, however it was a hard sell for agencies because in-house teams were still trying to figure out AI’s legal, cybersecurity and intellectual-property hurdles.”
Katie Tod, VP of Marketing for CisionOne, notes that for many practitioners, AI is not so much focused on PR tasks, but it is integrated into other areas of business than can impact strategy.
“Generative AI functionality is now underpinning many existing tools and dashboards that comms professionals are regularly utilizing,” Tod says. “We stand to see a spike in adoption within the PR and comms function starting this year, as usage becomes even more mainstream and more companies implement formal AI ethics policies and acceptance of the tools into their workflows.”
Sprout Social Launches Oscar Trends Portal
What happened: The pinnacle of Hollywood awards season arrives this weekend—The Academy Awards. Long gone are the days where people discuss the Oscars the day-of and day-after. Oscars talk begins slightly before nominations are announced in mid-January and continues throughout the weeks leading up to the big event, creating unique opportunities for content.
Sprout Social, a social media management and analytics platform, launched a dedicated Oscars landing page on Feb. 26. The dashboard provides real-time updates which includes social data and analysis on social media’s most-talked about films, most-anticipated attendees, award predictions and more through the event on March 2.
For example, the current most-talked about film in regards to the Oscars is “Wicked,” the second-most is “Conclave,” and the third-most is “Anora.” And social media users currently think Timothée Chalamet will win Best Actor in a Leading Role.
Communication takeaways: The tool is of course fun, especially for movie buffs and Academy Awards screening party planners, but it's also important for communicators and social media strategists.
Olivia Jepson, Senior Social Media Strategist at Sprout, says 93% of consumers believe it’s important for brands to keep up with culture—and that is driven by social.
“These Oscar trends were illuminated from social conversations, and it’s important for PR and marketing pros to keep up with online moments like these that their audiences are engaged with to build content and campaigns that are more engaging, relevant and fun,” Jepson notes.
Sprout’s real-time platform also underscores the value provided by social listening.
“Our largest cultural moments are discussed and derived on social,” she says. “Tapping into those conversations provides great insight for brands to build more culturally relevant, relatable content that is ultimately important for developing consumer trust and rapport.”
Nicole Schuman is Managing Editor at PRNEWS.