Story #1: Back-to-School: Parents Will Spend More Than Ever Online and on Mobile—And They’re Already in Full Swing
Summary
As we approach August, one thing is certain, back to school season is ramping up. “Rubicon Project’s second annual Back-to-School Consumer Pulse Survey” projects shoppers to spend more than $40 billion this season. In the article found on Bulldog Reporter, tech items are costing parents the most and many are turning to places like Amazon to buy these, instead of actual stores. According to the article, “nearly 30 percent of parents surveyed will do at least 25 percent of their back-to-school shopping on a mobile device” and this number is even higher for parents of incoming college freshmen. Another interesting finding in this study was that dads are beginning to be more involved in back-to-school shopping for technology-related items.
Importance
This study is very important to PR professionals working for any company selling back-to-school related items. It has always been a busy time of the year for these companies, but now more than ever; it is largely beneficial to play into the event that has become back-to-school shopping. Based off of this study, it would be important for PR professionals to push for an increased mobile presence for their companies.
Story #2: PR Segments: Millennial Fathers and LGBT Parents Are Misrepresented by Brands, New Report Asserts
Summary
A report from Cassandra, an Engine Group company found that “81% of Millennial parents believe fathers are not portrayed accurately in ads.” Many brands still portray dads as people that do not know how to care for their child, and Millennial dads feel that stereotype does not represent them. The study found that Millennial dads are just as active on social media as the moms. Millennial dads are “embracing the opportunity and putting their own twists on parenting,” says Melanie Shreffler, senior insight’s director at Cassandra. Other interesting findings included Millennial parents taking on more of a mentor role rather than a friend and being more relaxed about their child trying alcohol and marijuana. Millennial parents are also embracing technology and finding ways that it can be used to bring their family together.
Importance
This article is extremely important for PR professionals because Millennials make up a large portion of any company’s target audience. It is necessary to portray dads in ways that they can relate, and with Millennial dads, that begins with portraying them as active, knowledgeable and adequate caretakers. This is definitely something I would want to keep in mind when trying to come up with new campaign ideas.
Amy Weinfurter PR Writing 
Hi Amy,
Interesting post! With school coming up soon, it will be interesting to see how companies decide to advertise themselves, both in regular ads and online.
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PR professionals should learn from this immediately if they haven’t already. This post is important because it shows how the mobile world is progressing each year. This is understandable though because it is way easier to shop online. PR professionals running websites for businesses should publish certain deals just because it is school time.
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I agree Charles. Technology is all the buzz and if your student isn’t using it, then they are being left behind. That goes for the dads too. There is a growing market for the dads and companies need to include them.
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Hi Amy, I find it interesting that the survey on the back-to-school shopping is including dads and that there is an increase in their involvement because of the technology that’s being bought. Is this because their children are more adept with new tech and dads aren’t and they can learn from them while shopping? Whatever the case, it seems here is an opportunity for PR professionals and marketing professionals alike to target these dads for new tech as well.
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Hi Greg, thanks for your feedback! When I had read this article I thought that dads are more involved because technology is more fun to shop for than pencils and folders. I also thought it could be because of the cost is so much greater than regular school supplies, they want to see what the options are.
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Yea I suppose you are right about not wanting to shop for pencils and folders. This is a great marketing shift for companies that sell technology. Getting the dads involved is profitable, because lets face it guys love technology.
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First off, I love the stories you choose. They were extremely unique and it was nice reading something that wasn’t constantly addressed (shootings etc.) you wrote them very well and the importance behind it was also very on topic.
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Nice post! I know that people are already going completely crazy over school supplies (I work in retail). It surprises me a bit that people would buy more online though. I know the kids like to pick out a lot of there stuff and get the perfect decorations for their lockers in the stores. I could see it being much cheaper if you don’t let them roam around stores and find that stuff though.
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