PR News Analysis 3

Project Everyone Shares What They Really Really Want

With help from their partners Getty Images, and global cinema advertising association, SAWA; Project Everyone has revamped the 1996 Spice Girls hit "Wannabe" into a girl power anthem. According to CNN the video is part of a campaign to raise awareness about the U.N's Global Sustainability Goals. In the video, signs can be seen in the background with messages of the issues the organization wants to address. The four main topics included ending violence against girls, quality education for all girls, an end to child marriage, and equal pay for equal work. According to PR Week, the video remake features artists from Canada, India, Nigeria, South Africa, UK and the US. The campaign also created the hashtag #WhatIReallyReallyWant to encourage others to share what they want for girls and women around the globe. A compilation of these messages will be presented to the world leaders at the U.N. General Assembly this September. 

From a PR standpoint, this organization is being very strategic and making all the right moves to obtain as much success in their goal as possible. Beginning with their song choice, Project Everyone was very strategic in their decisions. First,the majority of women who are familiar with the Spice Girls are at least in their early 20's meaning they are targeting the millennial generation, and generation Z; both of which are known for making change. Not only is the song iconic and therefore easily recognizable, but the overall message of the original group was girl power which fits in perfectly with the theme of the new video. Second, the organization encourages people to get involved via social media. As social media dominates in today's society, this is a huge tactic to raise awareness for their cause. In doing this, the organization gains exposure and the general public feels their voice is being heard and that they are a part of something big. Finally, by showcasing artists from around the globe as one group, the organization sends a message of unity among girls and women; further highlighting the power of girl power.

Hostess Makes a Sweet Comeback

January 2012 was a difficult time for Hostess fans, as the company not only filed for bankruptcy but also halted the production of their products; including twinkies, as a result. Fortunately, these fans can fear no more because the company has a new majority owner known as Gores Group coming to the rescue. Under this deal, Hostess will undergo a complete re-branding as well as become public in the stock market. According to The New York Times, having a listing on the Nasdaq stock market will allow Hostess to raise capital to pay for acquisitions or work off debt. PR Daily states that Hostess sold majority stakes to Gores for $725 million, increasing their stock value to about $2.3 billion. In a statement made to CNN, the company explained "this transaction better enables Hostess to continue executing on its long-term growth plan by providing greater access to capital to fund future innovations and acquisitions."

This company now has three owners, a combined ownership between Apollo Global Management and Metropolous & Co. owning 42% of the business, as well as Gores Group owning 58%. As a PR professional, this has the potential to become a very sticky situation. Maintaining a happy, cohesive, and successful company is difficult enough with one owner, so it is going to be very important that there is an open flow of communication among all three owners. The new majority holder is making positive changes to the company however. Listing the brand on the stock market is a very strategic and effective way to boost IPO value and allow the community to become involved in the company/ product again.