While some used the opportunity to push forward their social messages, others just wanted to say, "Everything is awesome."
If companies alienate the country's largest minority group, their brands will suffer.
The inside story on Carvel's tweet about its new ice cream cake, The Tina.
You don't have to shield your eyes from social media during today's eclipse! Brands from DoubleTree by Hilton to Pizza Hut to Warby Parker have found creative ways to capitalize on the total solar eclipse.
What to watch today: an eclipse this afternoon, and President Trump addresses the nation this evening. Audi is denying it's working with a follower-buying website, and the Mooch has hired a publicist.
Royal Caribbean on booking Bonnie Tyler for eclipse: 'We knew if we didn't get her, somebody else would'
The inside story of how the Total Eclipse Cruise came about.
These are the football clubs scoring the best engagement rates across Twitter and Facebook, according to We Are Social.
Kelly Swanson has been the undefeated boxer's PR handler for a dozen, never-short-on-controversy years.
Procter & Gamble's Always has brought back its #LikeAGirl campaign with a new ad tackling girls' failure of confidence during puberty.
Ketchum has been appointed to a consolidated UK PR brief for electronics giant Samsung.
Consumers are so well-informed by their online research they no longer feel a need to visit car showrooms, which is a problem for Audi.
Huawei's consumer tech arm has appointed Red Consultancy to deliver its comms strategy across Western Europe, the UK and Ireland, despite Hill+Knowlton Strategies' attempt to hold onto the UK brief.
Both Fleishman and Build-A-Bear Workshop are based in St. Louis.
Chipotle PR director Chris Arnold is reporting to Schalow.
WE Communications' EMEA vice president Meredith Lynch is returning to her native US for a new role with the firm, as the agency promotes two London staffers for local practice head position.
"I never had my leg peed on by a dog at Bank of America in the office," he said of the industry change.
Emma Wilkinson has been recruited as the new director of comms for the Premier League, succeeding Dan Johnson.
Its responsibilities include marcomms for hardlines and consumable products sold by Amazon, services such as AmazonFresh, and voice shopping.
The agency will develop the company's digital presence.
Facebook announced its second-quarter earnings at the last month, in which it beat expectations.
Overwhelmed, but grateful: What really happens when a brand turns a random person into a social media celebrity
Tinder did it to Josh Avsec and Michelle Arendas. Wendy's did it to Carter Wilkerson. The three discuss their newfound fame, and how glamorous it has really been (or not).
The Pikachu-catching phenomenon popularized AR and made the technology much more accessible.
At the top of the messaging to-do list for midsize and local grocery chains: reconnecting with customers and emphasizing local roots.
News to know for PR pros on Thursday from the South of France, Silicon Valley, and Washington, DC.
Industry experts say Cannes Lions judges will reward PR campaigns that solve problems or have social justice themes.