UBER PR Campaign

TABLE OF CONTENTS
EXECUTIVE SUMMARY ..........................................................................PG. 2
COMPANY BACKGROUND .................................................................PGS. 3-7
Uber History Chart .............................................................................Pg. 4
Timeline of Uber ............................................................................Pgs. 5-7
THE INDUSTRY.......................................................................................PG. 8
THE PRODUCT, SERVICE, OR ISSUE ......................................................PG. 8
PROMOTIONS ..................................................................................PGS. 9-10
THE EXTERNAL ENVIRONMENT...................................................PGS. 10-11
MARKET SHARE...................................................................................PG. 11
COMPETITION...............................................................................PGS. 11-17
Direct Uber Competitors ...........................................................Pgs. 12-16
Indirect Uber Competitors.........................................................Pgs. 16-17
SWOT ANALYSIS .........................................................................PGS. 17-19
SITUATIONAL ANALYSIS......................................................................PG. 20
SCANDALS & CONTROVERSIES ....................................................PGS. 20-22
CORE PROBLEM STATEMENT..............................................................PG. 22
KEY PUBLICS ................................................................................PGS. 22-25
Millennials..................................................................................Pgs. 22-23
Consumers Living in High Traffic Cities..........................................Pg. 23
Uber Drivers ..............................................................................Pgs. 23-24
Eco-Conscious Consumers ........................................................Pgs. 24-25
PRIMARY & SECONDARY MESSAGES...........................................PGS. 25-28
Millennials..................................................................................Pgs. 25-26
Consumers Living in High Traffic Cities..........................................Pg. 26
Uber Drivers ..............................................................................Pgs. 26-27
Eco-Conscious Consumers ........................................................Pgs. 27-28

CAMPAIGN GOAL.................................................................................PG. 28
CAMPAIGN OBJECTIVES...............................................................PGS. 28-29
CAMPAIGN STRATEGIES......................................................................PG. 29
PUBLIC RELATIONS TACTICS..............................................................PG. 29
UBER PR CAMPAIGN CALENDAR........................................................PG. 30
UBER PR CAMPAIGN BUDGET.............................................................PG. 31
EVALUATION PLAN.......................................................................PGS. 32-33
FINAL PLAN SUMMARY ................................................................PGS. 33-34
REFERENCES.................................................................................PGS. 35-38

Executive Summary
When a consumer uses a ridesharing service, they are consciously or otherwise choosing
more than just a car to get them to a chosen destination. The goal for Uber should be creating
strong brand loyalty so that whenever consumers choose a ride sharing service, they
automatically choose Uber over a growing list of competitors. Every competitor brings its own
unique perks for the consumer so Uber will need to stand out in convenience, causes, price, and
ethics. Uber can also no longer take their drivers for granted. Drivers must become true partners
treated with respect to keep the face of the company strong through driver loyalty.
The following pages detail a comprehensive, strategic public relations campaign for
Uber. By successfully targeting four key publics, Uber can increase and expand social media
interaction, total number of drivers, overall total revenues, partnerships, and Uber app
downloads. Through a mix of traditional and digital promotional strategies, Uber can reach their
four key publics and have more exposure overall to all age groups and demographics.
Uber is at a turning point within the company; they have had a scandalous history
hanging over the brand name that could have easily destroyed other companies. However, Uber
has continued to rise from the ashes and with new company heads as well as new initiatives,
there is no better time than now to leverage Uber’s dark past for a hopeful future!
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Company Background
“What if you could request a ride from your phone?” This question launched one of the
most well-known ride-share service providers, Uber. Have you ever tried to hail a taxi to little or
no avail? This is frustrating enough on a day with nice weather, but what happens when you are
already late to that important interview, left to wait on the sidewalk during a thunderstorm? The
idea for Uber was born in 2008 when Travis Kalanick and Garrett Camp could not get a taxi on a
cold, winter evening in Paris. To avoid being dependent on taxi availability, the two
entrepreneurs developed a smartphone app allowing people to ensure a ride at the push of a
button. Uber officially launched in San Francisco in 2009, with the first ever trip occurring in
2010. Uber came full circle in 2011 when the app officially launched in Paris, the same city
where the idea was born three years earlier. Since those early years, Uber has launched many
different campaigns and expanded into new markets.
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2012
• Bringing Sweets to the Streets
2013
• UberKITTENS is the Purrrfect Partnership
2014
• A Year to Give Back
2015
• A Year of Ground-Breaking Firsts
2016
• Self-Driving Pilot Program launches
2017
• A Year of Change & Milestones
2018
• A Year for Community
2019
• The Journey Continues
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 2012
o Uber made history by giving riders the ability to request on-demand ice cream
delivery in seven cities across the United States.
 2013
o Uber again offered a unique experience in 2013 by partnering with animal shelters
to allow riders 15 minutes of snuggle time with adoptable cats. All proceeds from
UberKITTENS benefited local animal shelters.
 2014
o April – Uber connects riders in 100 cities.
o May - #UberSpringCleaning provided on-demand donation pickups and resulted
in more than 5,000 pounds of clothes to be donated to Goodwill.
o June - Uber honored the one-year anniversary of marriage equality passing in
California by giving eight couples the opportunity to say “I do” through
UberWEDDING. Every ceremony was spontaneous and a way for Uber to show
support and pride for the LGBTQ+ community.
o August - UberPool launched in San Francisco to allow riders going in the same
direction to share the costs of one ride. This initiative helps streets become less
congested and reduces pollution in major cities.
o September - Uber partnered with Former Secretary of Defense Dr. Robert Gates
to create UberMILITARY. In just eighteen months, more than 50,000 military
personnel and their family members were earning money as drivers.
o December - No Kid Hungry partnered with Uber, as well as their drivers and
riders, to donate #5MillionMeals to kids in need around the country.
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 2015
o January - Uber created a partnership with MADD (Mothers Against Drunk
Driving) to reduce drunk-driving incidents throughout the United States.
o March – Uber reached a unique milestone when a baby was born en route to the
hospital in New York City.
o April – Uber Eats is debuted in Chicago, LA, and New York City to offer people
on-demand deliciousness for food delivery. Uber Eats is still in place today and
has expanded to most cities throughout the United States.
o May – Opportunities for deaf and hard-of-hearing drivers is expanded, offering
financial independence for many.
o December – For the first time in history, women in Saudi Arabia were given the
right to vote which provided the option for them to request Uber rides to the polls
for free! Soon after this historic event, women were exploring new opportunities
in the driver’s seat.
o December – Uber reaches one billion rides.
 2016
o September – A self-driving pilot program is launched in Pittsburgh. For the first
time, riders can request self-driving vehicles to reach their destinations.
o December – Uber is available in 500 cities.
 2017
o May – Uber Freight is launched to allow carriers to make hassle-free bookings. It
works by connecting trucking companies and their drivers directly to shippers.
o May – Uber reaches five billion rides at the exact time that 156 more rides were
being booked in more than twenty-four countries.
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o June – A six-month initiative began to incorporate new features that drivers had
requested, such as tipping.
o November – Free rides were provided to volunteers who brought food to seniors
and a direct donation was made to the Meals on Wheels America organization.
o December – Within 100 days of initial launch, self-driving vehicles drove 2
million miles and averaged 80,000 miles per week.
 2018
o March – Uber committed to help remove barriers to care by launching Uber
Health; this technology provided healthcare partners a way to schedule rides for
patients, caregivers, and staff so that no one had to miss doctor appointments due
to a lack of reliable transportation.
o June – To celebrate Pride Month, a larger-than-life rainbow flag traveled from
city to city to connect their community across continents.
o June – Uber reached 10 billion trips at the same time that 173 rides were being
booked in more than 21 countries across five continents.
o September – “The Fund for Sustainable Mobility contributes to ideas and
campaigns for policies that are future-focused, like congestion pricing,
infrastructure for e-bikes, and better data for better design.” ("About Our Story -
Vision for Our Future," n.d.)
o October – Uber partners with When We All Vote to provide drivers and riders
with registration tools for voting and offers free rides to the polls.
o November – Wheelchair-accessible vehicles (WAVs) are brought into the Uber
app meaning that riders in wheelchairs no longer have to wait more than
approximately 15 minutes for riders in six major United States and Canada cities.
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The Industry
The ride-sharing industry has been expanding in popularity at a rapid pace throughout
recent years. Arguably two of the biggest ride-share service providers, Uber and Lyft, accounted
for approximately 30 million vehicle miles
traveled in the United States during 2013. By
2016, the two companies had reached 500
million vehicle miles traveled in the United
States – this amounts to an annual growth
rate of more than 150 percent, resulting in over $10 billion in revenues for 2016. ("Cracks in the
ridesharing market--and how to fill them," n.d.) The future of ridesharing is bright as well, as the
global market is projected to reach $11.94 billion by 2025. (Grand View Research, Inc., 2019)
The Product, Service, or Issue
Uber believes that “good things happen when people can move, whether across town or
towards their dreams.” ("About Our Story - Vision for Our Future," n.d.) Uber has expanded
from simply allowing riders to press a button for a ride to providing billions of moments of
human connection around the world. Not only can riders easily get to their destinations, but Uber
is working to achieve self-driving technology and urban air transport. This technology would
help people order food quickly and affordably, break down barriers to healthcare, provide new
freight-booking solutions, and help companies provide seamless employee travel experiences. At
the heart of Uber is safety for both drivers and riders. There are safety features built into the app
to allow riders to tap a button for emergency assistance, insurance on every trip, and background
checks on every driver thus allowing riders to worry less about safety and focus more on
experience.
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Promotions
Uber mainly relies on word of mouth advertising through social media to draw attention
to their services and gain riders. Each time that a rider posts about their positive experience using
the app and receiving a ride, Uber gains publicity and
potential business. Uber also advertises through
commercials and print ads, most recently in 2018 their
“Doors Are Always Opening” Campaign. This
campaign was Uber’s largest to date with only one
goal: strike a more uplifting tone in the minds of consumers. It first aired during the Sunday
night football game of the New York Giants vs the Dallas Cowboys game. “One ad shows
people taking Ubers to a range of activities,
including major life events, like to the hospital
to give birth. One scene shows a gay couple
taking an Uber to meet one of the partner's
parents. Another shot shows an older couple heading to a dance club. It is backed by a message
that borders on a motivational speech: "Whatever your ambition, whatever your drive, whatever
you are chasing, opportunity is everywhere…All you have to do to find it is get out here."
(Schultz, 2018)
Uber also offers various promotions to entice both new drivers and riders. Specifically for
new drivers, Uber offers a cash bonus upon signing up for anyone who meets their requirements
(such as being 21 years of age or older, clean driving record, passing a background check,
meeting insurance policy regulations, etc). Uber also initiated the Hourly Guarantee in 2016 to
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offer a per hour wage to offset the effect of cutting fare prices. Drivers can also earn a cash
bonus for recruiting new drivers through their own unique referral code.
For first time riders, Uber offers a variety of promotion codes to lessen the cost of rides.
These codes can only be used on a first trip, are only available in the United States, and they do
expire. For current riders, Uber offers free credits for referring friends through a unique referral
code.
The External Environment
The ride-share industry has seen rapid growth in the past decade mainly due to
convenience for riders, ease of app use, and reasonable costs. However, with popularity and
expansion comes scandal and negative publicity. Uber is one of the fastest growing and well-
known app ride-sharing companies, yet they are no stranger to scandals and controversy. At the
start of the company, there were no clear regulations specifically regarding minimum wage and
insurance liability. It was difficult to understand who was liable in the event of an accident – the
individual driver or Uber as a company. Uber has also faced scrutiny worldwide; “France filed
charges based on advertising, the Netherlands ruled against Uber for their drivers not having taxi
licenses, cease and desist orders from Portland, with additional ban considerations in Asian
countries.” ("PESTLE Analysis of Uber," 2017) Uber has to be extremely careful to ensure they
are consistently following “technical usage laws, copyright laws, and labor and employee safety
laws.” ("PESTLE Analysis of Uber," 2017)
There is also controversy that surrounds whether Uber’s sharing economy provides new
career opportunities or strips existing positions from traditional taxi drivers. Countries around the
world have banned or restricted Uber’s services due to the belief that they have an unfair
competition against traditional taxis.
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One of Uber’s biggest appeals for consumers is the ease of use through their app. Riders
sharing positive experiences with the app through social media has been a major component of
success for Uber. However, with success and more demand comes the potential for higher prices.
Uber also has to constantly ensure that their app is running properly and quickly at all times
since this is how all communication is done between drivers and riders. If their app goes down at
any point, their business model is ruined.
Market Share
Uber is one of the biggest ride-sharing companies with perhaps its biggest competition
being Lyft, while also competing with some other international companies and local taxis and
transportation methods. Uber constantly has to fight for its share of the market against other
competitors by proving their services are worth it to consumers. The ridesharing market as a
whole was valued at approximately 51.3 billion dollars in 2017 with a growth rate projection of
20% between 2018-2025. ("Global Ride Sharing Market 2019, By Type, Expanse, Ownership,
Business Model, Demographic and Growth Opportunities to 2025," n.d.) According to new data
from Second Measure, as of October 2018, Uber and Lyft combined owned nearly 98% of the
United States consumer ridesharing market. Of that nearly 98%, Uber held 69.2% of the market
share while Lyft controlled 28.4%. (Molla, 2018) While Uber is undoubtedly the giant of this
industry, they will have to continue to repair their brand image after recent scandals to maintain
their high market share amongst fast-growing competition.
Competition
The ride sharing market in the United States has seen rapid growth and popularity in the past
decade. The ride sharing market “consists of companies which utilize recent technological
advances to match drivers with passengers at short notice for one-off shared rides.” ("Topic:
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Ridesharing services in the U.S," 2019) Ride-sharing companies also do not have to adhere to the
regulatory and licensing requirements that traditional taxi companies do, giving them a price
advantage. Approximately 36% of the United States population currently use, or have used, a
ride-sharing app. ("Topic: Ridesharing services in the U.S," 2019) While Uber has high brand
recognition, they also have a business model that is easily copied, opening a doorway for
competitors. Directly and indirectly, both domestically and internationally, there are seven
competitors that Uber should watch closely.
 Direct Uber Competitors
I. Lyft is considered to be Uber’s biggest competitor. Their model is very close to
Uber’s in that customers have to request rides through an app. Riders then receive
confirmation of the trip, along with the name and photo of their driver,
photo and description of the car, and the option of adding a tip once the
ride has been completed. Lyft also has strong brand recognition; many
drivers advertise both Uber and Lyft. Lyft is based in California and
provides more than 18.5 billion rides a month throughout the United
States. In 2017, it valued at around 7.5 billion dollars. ("Top 7 Uber
Competitors," 2019) There’s also approximately 32 million monthly Lyft users in
the United States, compared to 95 million monthly users of Uber worldwide.
In terms of PR efforts, Lyft “seized the opportunity to recruit disillusioned drivers
so it could be more responsive to passengers searching for a ride-hailing
alternative to Uber. It upgraded its smartphone app, stepped up marketing efforts
to attract more riders and expanded its U.S.-only service into 160 more cities for a
total of about 350. The aggressive tactics cast the much smaller Lyft in a new
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light. After five years of being content in its role as the fun-loving, pink-
mustached underdog of ride hailing, Lyft is proving to be a wily opportunist and a
more imposing threat to Uber.” ("As Uber drove into PR pot hole, Lyft stepped on
the gas," 2017)
II. Curb is based in San Jose, California but operates the majority of green and
yellow taxis in New York. Curb has a goal of providing services to all major cities
in the United States. By the end of 2016, there were around 14,000
green and yellow cabs directly competing with Uber. “The Curb App as
developed by Creative Mobile Technologies (CMT) requires one to pay
a fee of around $1.95 every time it is used to book a cab. It also
provides driver ratings and notifies drivers of possible trips.” ("Top 7
Uber Competitors," 2019)
Curb focuses most of it’s PR efforts on staying active in the media. They have
been included in articles in Forbes, Crain’s New York Business, The Wall Street
Journal, Metro New York, the New York Post, the New York Times, and CNN
Money, just to name a few! However, it could be doing more in terms of social
media advertising to reach a larger audience.
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III. DidiChuxing is one of the dominant ride-sharing companies in China. Its services
include “DiDi Chauffeur, Didi test drive, taxi-hailing, DiDi Minibus, and DiDi
private car-hailing to over 400 million people by the use of smartphones
across 400 of China’s cities.” ("Top 7 Uber Competitors," 2019)
DidiChuxing has completed over 1.4 billion rides, is valued at over 28
billion dollars, and has acquired Uber’s unit of China. The company has
plans to extend services globally and started development of an English
version of their app in 2017.
DiDiChuxing is comparably China’s Uber in terms of PR efforts and scandals.
Public outrage has centered around passenger safety, especially for women.
According to news reports, at least a dozen sexual assaults and three murders of
women has occurred using DiDi’s services in the last four years. The company
has only released two statements regarding addressing public concerns in the
wake of horrible tragedies however, where the company went wrong is never
taking ownership of tragedies and subsequently taken effective steps to stop them.
If DiDi doesn’t take steps to increase safety, apologize, and take ownership of
these tragedies, they will likely not pose as much of a threat to Uber.
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IV. Grab is a ride-sharing service based out of Singapore with a business model
similar to Uber’s except for a new messaging service. Grab introduced a new
service in 2016 to allow direct communication between riders and
drivers. They also have a language translation enabled through
their messaging service to break down any communication
barriers. Grab has over one million drivers and its app has been
downloaded and installed in over 45 million devices in Asia. They are currently
available in 30 cities in 6 different countries.
Grab does public relations right and this fact was proven by the company
receiving the “bronze award in Media Relations at the Southeast Asian PR
Awards 2018 hosted by Advertising+Marketing in Singapore for the campaign
“Better 365 and the Outer Cities.”’ (Tan, n.d.) Grab received this award by
centering their efforts around strong media relations, personal meet and greet
sessions nationwide, and local initiatives like the availability of the Grab app in
Mandarin in Kota Kinabalu to appeal to growing tourist demand. Their PR efforts
have “1) demonstrated Grab’s willingness to commit time, resources, and senior
personnel to all parts of Malyasia, 2) showcased localization of the brand to meet
needs of driver partners and consumers alike, 3) discussed safety of consumers,
expansion of the brand, and driver welfare in real terms, and 4) reminded
everyone that Grab is a deeply Malaysian company here to serve the country.”
(Tan, n.d.)
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V. Ola Cabs is an Indian transport company with an estimated revenue of 150
million dollars. “The company has now expanded to over 600,000 vehicle
networks in more than 110 cities. With around 150,000 bookings a
day, Ola has a majority market share in India of over 60% and is
currently investing in Artificial Intelligence (A.I.) technology.”
("Top 7 Uber Competitors," 2019)
Ola Cabs has focused PR efforts in staying relevant in the media through press
releases and news articles. Much like Curb, Ola Cabs could benefit from
expanding into social media advertising.
 Indirect Uber Competitors
VI. Local taxis are still a major competitor of Uber because they line up to wait in
specific areas for passengers. If riders are in a hurry, or need
an unexpected ride, it may be more convenient to hail a taxi
versus pulling out their phone to book an Uber. Local taxis
can compete directly with Uber by negotiating transport
costs with riders and being available when needed.
In terms of PR efforts, local taxis don’t have as much to
show because they are always visible and available when needed. Unlike Uber
and other ridesharing companies, local taxis do not have to be booked through an
app and therefore are already highly known by the public.
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VII. Public transportation is also an indirect competitor because it tends to be a
cheaper way to provide mass or shared transportation to various destinations. This
can consist of buses, trains, subways, metros, and ferries,
among others.
Public transportation PR efforts can greatly be overlooked in
comparison to the budgets of private-owned companies.
However, it is important that public transportation systems not forget about
branding, marketing, and advertising by using smart, creative, and cost-efficient
campaigns. “Transit agencies must focus their efforts on how to attract new users
that currently use private transport, retain existing public transport users who
might feel compelled to buy a private vehicle, and secure political and financial
support from government officials.” ("Increasing Public Transport Use with
Smart Campaigns," 2019)
SWOT Analysis
 Strengths – Uber offers a user friendly & cost-effective mode of transportation
through a well-recognized brand. A high standard of service with verified drivers and
cars is offered, which can be safer than taxis. There is also an unlimited number of
vehicles since regular taxi service regulations do not apply. Operational cost remains low
due to relying on customer-to-driver interaction, there is no dispatcher needed.
Everything is handled through one app (booking, driver information, trip information,
and receipts) making it very convenient for users. A dual rating system for both drivers
and riders boosts trust and safety in the system. The service is also convenient for drivers
as they can work flexible hours, choose to be part-time or full-time, and reject unwanted
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clients. Prices are comparably lower than traditional taxi operators and there is no waiting
for a driver to appear, customers book directly from their phones and can even schedule
rides for a later time. Uber’s website, social media accounts, and app are all very strong.
All are easy to navigate and the information is relevant, up-to-date, and clear.
 Weaknesses – Uber has an easily imitated product meaning there’s no way to
prevent competition from using the same model. The loyalty between Uber and its drivers
is quite low because it lacks any real connection and is ethically questionable. The loyalty
between Uber and its customers can also be quite low because they have no bonding and
there is no incentive for customers to remain with Uber versus competitors. Drivers have
to maintain the costs of operating their vehicles with little earnings which can lead to
discontentment within the company. Uber has an unpredictable business model. There are
privacy concerns since Uber records where riders are picked up and where they are
dropped off. Internal communications within Uber should be a lot stronger than they are.
Uber has launched a print publication called Momentum, to keep employees up-to-date.
The issue with this is that they are only printing it quarterly and releasing in five markets.
For a company whose entire business model centers around an app, they could use
special features on the app as well as email, live videos, and/or text notifications to
communicate with all employees in all markets.
 Opportunities – Consumers are often dissatisfied with traditional cab companies
because of high prices and long waiting times, opening a door for Uber to fulfill a need
for its customers. There is no guarantee of getting traditional taxis like there is through
Uber’s booking model. There is room for new market growth overseas, specifically in
countries like India where taxi services are inconvenient and expensive. There is also
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room to tap growing markets in suburban areas where taxi services are not available. A
continuous rise in the number of Uber drivers will reduce the estimated time of arrival,
increasing customer satisfaction. There is also a rising interest in electric cars; these can
be cheaper to operate which will increase the driver’s profit margin. Uber has already
branched out into food delivery services, but additional services could also be offered
such as transporting older patients to the hospital, transporting children to school, and
transporting pets to the vet. Another opportunity for Uber would be partnerships with
competitors. If they could partner with companies such as Grab, Curb, Ola Cabs, or DiDi
they could possibly move into overseas markets much quicker and combine multiple
powerhouse names in the ride-sharing industry for a bigger market share and high
publicity.
 Threats – Uber has faced numerous controversies and scandals in the recent past,
damaging brand image. Drivers aren’t happy with their low-profit margins, leading to bad
publicity and discouraging new drivers from joining Uber. Some countries, such as
Germany, have new legal regulations to ban Uber from operating; this will limit growth
opportunities. Problems with local authorities can lead to fines which will also lead to
bad PR. Increasing competition will ultimately decrease prices; this will discourage
drivers from joining in new markets and could result in a loss of customers and
ultimately, a decline in revenues. The introduction of self-driving cars by Google Cars is
eliminating the need for ride-sharing services.
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Situational Analysis
Uber is still a titan of the ridesharing industry however, with recent scandals and
controversy they are on shaky foundation to stay on top. “Adjusted losses came to $1.8 billion in
2018; including sales of Russian and Asian businesses to Yandex and Grab respectively, Uber
2018 GAAP losses come to $370 million.” (“Uber Revenue and Usage Statistics (2019),” 2019)
It is unclear as to whether or not this loss is a direct result of recent controversies and scandals,
but it cannot be overlooked. Uber’s competitors are growing at a rapid rate, with far less negative
publicity in the press, so without consistent brand repair Uber’s competitors will soon surpass
them. Uber’s brand itself speaks about their commitment to safety yet, as has been seen in the
media, many safety concerns and violations have been prevalent. In this regard, Uber has failed
its public by failing to withhold their own safety commitments. The brand needs to work hard to
regain the public’s trust through consistent actions and positive change.
Scandals & Controversies
Uber went public in May of 2019 with high hopes for the future. Before this, Uber’s past
had been clouded with controversy and scandal ranging from unethical business practices to
sexual assault allegations. Uber saw major backlash when it forced consumers to pay three-to-six
times the normal amount for a ride on New Year’s Eve 2012, and again price gouging during
Hurricane Sandy when rides were most needed. In September of 2013, a D.C. resident tweeted
that “a driver grabbed her out of the car by her throat because she was kissing her white
husband.” (Kate Taylor, Benjamin Goggin, 2019) The driver stated that the rider was extremely
intoxicated and aggressive, leading to a fight between them. Following this incident, CEO Travis
Kalanick included in an email to the company’s press team that the media was to blame for
thinking that Uber is “somehow liable for these incidents that aren’t even real in the first place.”
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(Kate Taylor, Benjamin Goggin, 2019) The mishandling of this event led to significant negative
publicity. That same month, 350,000 current and former drivers sued Uber over being treated as
employees instead of contract workers. The drivers demanded minimum wage pay and health
insurance. In January of 2014, it was discovered that an Uber driver accused of assault, had a
criminal record and a felony conviction. This caused safety concerns and drew attention to
background checks for drivers. Also in 2014, comments from the CEO are demeaning to women
and draw attention to the company’s culture; these comments also led to a France promotion to
pair Uber riders with “hot chick” drivers. In February of 2016, Uber agreed to pay $28.5 million
to 25 million riders in a settlement regarding the misleading of safety practices to customers. As
a result of the settlement, “Uber must refrain from using certain superlatives like “industry-
leading” or “best in class” when describing its background checks.” (Kate Taylor, Benjamin
Goggin, 2019) In February of 2017, a former female engineer at Uber publishes a blog post
regarding sexual harassment and gender inequality within the company, leading to even more
concerns about the company’s culture. In March of 2018, an Uber self-driving car killed a
pedestrian becoming the first recorded pedestrian death involving an autonomous vehicle. In
April of 2018, it’s revealed that over 100 United States Uber drivers had been accused of sexual
assault/abuse by passengers. In April of 2019, a University of South Carolina student was
murdered after getting into a car she mistook as her Uber. “Following the incident,
Uber announced that it would hold campus awareness events about safety, send notifications
reminding riders to verify their drivers, and run ads reminding users about steps they can take to
verify that they are getting into the right car.” (Kate Taylor, Benjamin Goggin, 2019) Despite
these new safety initiatives, many concerns were still raised and customers became uneasy about
the rideshare service.
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These are not all of the scandals Uber has faced in the past and there will undoubtedly be
more in the future. It will be important for Uber to learn from the past mishandling of
controversies and crises to properly address concerns in the future. The biggest hurdles for the
company will be overcoming their previous bad practices and re-establishing trust with their
consumers.
Core Problem Statement
Due to constant scandals and controversies (including strikes, discrimination, and
murder) and the mishandling of these crises as they occur, Uber has positioned themselves on
very shaky ground for the future.
Key Publics
Uber’s key publics consist of four main groups; millennials, consumers living in high-
traffic cities, Uber drivers, and eco-conscious consumers. While the convenience and ease of
Uber can appeal to any age group or demographic, focusing on these four publics will help Uber
to reach its campaign goal.
Millennials
Millennials include both men and women who were born between 1981-1996, ages 22-37.
Millennials are using ridesharing services at a higher rate than any other age group for a variety
of reasons including that they are good for the environment, cheaper than other transportation
methods, and convenient, among others. Millennials are also looking to be loyal to a brand who
supports causes they believe in. Uber can capitalize on this quality in millennials to bring causes
such as sustainability to the forefront and create lifelong supporters.
Self-Interests: Prioritize experience and convenience in their day.
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Relationship: Informed that Uber has had negative publicity but may be unaware of what all
has happened in the past and they may also be unaware of the positive steps Uber has taken to
rebuild their brand image.
Opinion Leaders: Peers, family, and social influencers.
Channels: High-traffic cities, sporting events, concerts, airports, social media targeted ads, and
word of mouth advertising.
Consumers Living in High-Traffic Cities
Consumers living in high-traffic cities include both men and women who live in or near
cities with a high volume of traffic and where traditional public transportation methods can be
quite expensive.
Self-Interests: Conscious about finances while prioritizing convenience in their day wherever
they can find it.
Relationship: Informed of various rideshare services available while also using at least two
different services.
Opinion Leaders: Peers, family, and friends.
Channels: Airports, any event that draws a crowd, rush-hour traffic, restaurants, billboards,
social media targeted ads, and word of mouth advertising.
Uber Drivers
Drivers could prove to be the largest public for Uber, consisting of all current and
potential drivers. “Research has shown that employees who feel empowered and embraced by
their organization work harder and with greater commitment than those who do not.” (West
Virginia University, 2019) Uber has had a tumultuous relationship with their drivers in the past,
23

leading to negative publicity and discouraging new drivers to sign up. In order for Uber to truly
repair its brand image, it has to repair its relationship with drivers first. Drivers can quickly
determine the success of failure of a brand and contribute heavily to word-of-mouth advertising.
Also, since riders do not interact with Uber directly, their first impressions of the brand as a
whole come from the drivers.
Self-Interests: Working for a brand they believe in and support while bettering the lives of
themselves and their families.
Relationship: Informed of, and directly affected by, the scandals of Uber. However, they are
willing to remain with the company if positive actions are taken toward change.
Opinion Leaders: Riders, peers, other drivers, and friends.
Channels: Word of mouth advertising, social media posts, and opinion leaders.
Eco-Conscious Consumers
Eco-conscious consumers consist of men and women who are concerned about the
environment, which directly fits into Uber’s new commitment to sustainability through the use of
shared rides. “Our goal is to make every journey a shared one. When we help more people move
with fewer, fuller, and more efficient cars, we may help save fuel, improve the air quality, and
increase a transportation system’s efficiency with each trip. Just what our cities need.”
(Sustainability,” n.d.) By providing shared rides, Uber is helping to cut down traffic on the
streets which in turn is cutting down emissions.
Self-Interests: Concerned about the welfare of the environment and sustainability.
Relationship: Pays close attention to environmental issues and cares deeply about helping the
environment in any way they can.
24

Opinion Leaders: Social media influencers, peers, coworkers, and respected local public
officials.
Channels: Mass media, social media, opinion leaders, word of mouth advertising, and company
website.
Primary & Secondary Messages
Public: Millennials
Primary Message 1:
You can maximize experiences by utilizing ride-sharing services, such as Uber.
Secondary Message 1:
Uber saves you money by getting you where you need to go at a reasonable price and without the
parking costs.
Primary Message 2:
Despite the negative press Uber has received, let us show you what we’ve done to rebuild our
brand.
Uber has several new staff members with new commitment and new vision to rebuild brand
image.
Primary Message 3:
Uber proves that transportation doesn’t need to be expensive, download the app today to see for
yourself!
25

Your safety is our top priority; from background checks of drivers, guaranteed auto-insurance,
emergency help available, and safety features built into the app, your safety is what drives us.
Public: Consumers Living in High-Traffic Cities
Primary Message 1:
Let Uber show you how to have an easier commute.
Uber provides an easier commute by allowing you to book drivers instantly through your
smartphone.
Primary Message 2:
Download the Uber app for a cheaper, stress-free commute!
Uber can be much cheaper than traditional transportation methods and ride sharing is good for
the environment because it frees up the streets, lowering emissions.
Primary Message 3:
Uber understands that your life is busy and time is a luxury, let us add convenience to your day
so you can live life to the fullest.
Uber is convenient because everything you need is at your fingertips.
Public: Uber Drivers
Primary Message 1:
Partnering with Uber gives you the freedom to be your own boss while bettering your family.
26

Uber is committed to rebuilding its relationship with drivers.
Primary Message 2:
Despite a rocky past, Uber is committed to partnering with drivers to maximize business
potential.
Uber will work with drivers in order to increase retention.
Primary Message 3:
Ride-sharing services provide freedom, flexibility, and stability for anyone wanting a long-term
career or just a way to make additional income.
Drivers will be given fair wages and benefits so they love the job they do while affording to
support themselves.
Public: Eco-Conscious Consumers
Primary Message 1:
Uber is committed to sustainability.
Shared rides save fuel, improve air quality in our cities, and increase efficiency in travel.
Primary Message 2:
By providing shared rides, Uber helps to remove traffic from the streets to reduce emissions.
Cutting down the amount of emissions leads to a more sustainable future.
Primary Message 3:
27

Shared rides are convenient for both drivers and riders.
Uber’s commitment to sustainability will benefit future generations to come.
Campaign Goal
By January 2021, the goal is to
repair the damage done to brand
image and regain consumer trust,
leading to a 15% increase in total
drivers and a 20% increase in
revenue.
The key to repairing brand image and regaining trust is consistent actions toward change.
One campaign is not going to show consumers that the company is truly committed to change.
Uber also needs to be more seen and work to develop meaningful relationships with both its
drivers and riders. This can be enhanced through social media to promote company values and
show specific ways the company is fostering positive change.
Campaign Objectives
 By March 31st
, 2020, increase positive public perception by 25%.
 By June 30th
, 2020, increase social media interaction by 30%.
 By January 31st
, 2021, increase the total number of drivers by 15%.
 By January 31st
, 2021, increase total revenues by 20%.
 By December 31st
, 2023, have a minimum of 3 new partnerships. These partnerships
could include hospitals, universities, airports, or competing companies.
28

 By January 1st
, 2025, increase Uber app downloads by 50,000,000.
Campaign Strategies
 Making the target age group of millennials aware of the ways Uber can support the
causes of employment (job creation) and climate change. Of the millennials who were
surveyed, the causes they stated they cared most about included employment (job
creation) and climate change.
 Advertise the Uber app to show how easy it is to use and showcase how it can save time
and money in high-traffic cities.
 Educate current Uber drivers on what is being done to better their careers and take
accountability for hardships in the past.
 Highlight the ways that Uber is concerned about sustainability and educate the general
public on the benefits of ridesharing for the environment.
Public Relations Tactics
 Use social media to show the links between increased ridesharing and decreased negative
effects of climate change.
 Utilize social influencers and bloggers to highlight what they love about Uber and
showcase positive changes.
 Introduce text alerts for Uber drivers where they can sign up for weekly updates on the
company and provide for immediate feedback on what drivers want to change.
 Organize a live feed for Uber drivers with the heads of the company to apologize and
take accountability for what has happened in the past and educate drivers on new
programs and initiatives.
 Use social media to promote how Uber is creating employment opportunities.
29

Month Oct-19 Nov-19 Dec-19 Jan-20 Feb-20 Mar-20 Apr-20 May-20 Jun-20 Jul-20 Aug-20 Sep-20
Week 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4 1 2 3 4
Key Public: Millennials
Tactics: X X
X X
X X
X
Key Public: Consumers in High-Traffic Cities
Tactics: X X
X X
X X
X X
Key Public: Uber Drivers
Tactics: X X X X X X
X X
X
Key Public: Eco-Conscious Consumers
Tactics: X X
X X
X X
X
X X X X X X
Strategy:
Strategy:
UBER PR Campaign Calendar
Social media campaign
Flyers/bulletin boards in popular, public places
Billboards
Emails to past and current riders
Social influencers
Raise awareness of the ways Uber can support the causes of employment (job
creation) and climate change
Advertise the Uber app to show how easy it is to use & showcase how it can
save time and money in high-traffic cities
Strategy:
Strategy:
Educate current Uber drivers on what is being done to better their careers and
take accountability for hardships in the past
Flyers/bulletin boards in popular, public places
Bloggers
Billboards
Text alerts for drivers
Intranet for drivers
Live feed from the heads of the company to drivers
Social media campaign
Bloggers
Social influencers
Highlight the ways that Uber is concerned about sustainability and educate the
general public on the benefits of ridesharing
30

Per Item Total Sponsored Actual
Cost Projected Credit Projected
Key Public: Millennials
Tactics: Social media campaign Content Uber creates to connect millennial-supported causes with their mission $6,000.00 $6,000.00 $1,500.00 $4,500.00
Flyers/bulletin boards in public places (schools, restaurants, airports, bars, etc) Created content by Uber drivers/riders through contest 2,000 $0.74 $1,480.00 $0.00 $1,480.00
Billboards Content created by Uber 10 $8,000.00 $80,000.00 $0.00 $80,000.00
Emails to past and current riders Emails - Uber information $0.00 $0.00 $0.00 $0.00
Public Subtotal: $87,480.00 $1,500.00 $85,980.00
Key Public: Consumers in High-Traffic Cities
Tactics: Social influencers Opinions and pictures 25 $1,000 $25,000.00 $0.00 $25,000.00
Flyers/bulletin boards in public places (schools, restaurants, airports, bars, etc) Created content by Uber drivers/riders through contest 2,000 $0.74 $1,480.00 $0.00 $1,480.00
Bloggers Opinions and pictures 15 $75.00 $1,125.00 $0.00 $1,125.00
Public Subtotal: $27,605.00 $0.00 $27,605.00
Key Public: Uber Drivers
Tactics: Text alerts for drivers Uber company updates $0.00 $0.00 $0.00 $0.00
Intranet for drivers Company created content for drivers 1 $45,000.00 $45,000.00 $5,000.00 $40,000.00
Live feed from the heads of the company to drivers Will use the free app, Go To Webinar $0.00 $0.00 $0.00 $0.00
Public Subtotal: $45,000.00 $5,000.00 $40,000.00
Key Public: Eco-Conscious Consumers
Tactics: Social media campaign Content Uber creates to highlight the company's sustainability efforts $6,000.00 $6,000.00 $1,500.00 $4,500.00
Bloggers Opinions and pictures 15 $75.00 $1,125.00 $0.00 $1,125.00
Social influencers Opinions and pictures 25 $1,000.00 $25,000.00 $0.00 $25,000.00
Billboards Content created by Uber 10 $8,000 $80,000.00 $0.00 $80,000.00
Public Subtotal: $112,125.00 $1,500.00 $110,625.00
Campaign Total $272,210.00 $8,000.00 $264,210.00
Strategy:
Highlight the ways that Uber is concerned about sustainability and educate the general
public on the benefits of ridesharing
UBER PR Campaign Budget
QuantityDetail
Strategy:
Raise awareness of the ways Uber can support the causes of employment (job creation)
and climate change
Strategy:
Advertise the Uber app to show how easy it is to use & showcase how it can save time
and money in high-traffic cities
Strategy:
Educate current Uber drivers on what is being done to better their careers and take
accountability for hardships in the past
31

Evaluation Plan
Uber’s campaign revolves around their ongoing reputation with the public. In 2019, Uber
went public amid a cloud of controversy and scandal ranging from unethical business practices to
sexual assault allegations. For campaign purposes, Uber will focus on the most recent scandals
and address the underlying causes of each instead of reopening every controversy and scandal
throughout their history.
Some of the more troublesome scandals that Uber needs to address include a myriad of
sexual misconduct and assault allegations as well as driver lawsuits and general discontentment.
All of these scandals and controversies lead back to a toxic work culture and, until this is
addressed, Uber will continue to have similar problems in the future.
In order to measure and evaluate the success of Uber’s objectives and tactics for this
campaign, I will use a mixture of media content analysis, social media analysis, and attitude and
preference measurements.
Media Content Analysis (also known as Media Measurement and/or Publicity Tracking
Research) will help Uber better understand their consumer base and the way the content we
produce is perceived. One way to complete this is to use consumer interviews for better
understanding. I am proposing that Uber add a short, easy-to-use survey that automatically
comes up on rider’s phones while they are completing their purchase. This will be different from
just a satisfaction survey because it will focus on things such as simplicity of the booking
process, driver interaction, and whether or not they would choose Uber in the future. Media
content analysis can also help analyze press conferences for the campaign and the amount and
topics of the buzz it generates.
32

A large part of Uber’s success or failure in this campaign involves consumer perception and
word-of-mouth advertising. For this, we will measure using social media analysis. “Social media
analysis determines how an organization is portrayed online in terms of image, reputation and
positioning through chatter and discussion.” (West Virginia University, 2019) This is important
because Uber needs to understand how their company, new initiatives, and past scandals are all
being perceived by the public. I suggest Uber begin to use social influencers and re-post
consumer testimonials and reviews to generate more buzz and highlight successes. We can also
use Google Analytics as a tool to gauge social media. By studying the chatter on social media, it
will give Uber an inside look at public perception.
Attitude and preferences measurements can help Uber understand their public because this
type of measurement doesn’t stop at what people say, but instead “measures what people say as
well as what they know and think, what they feel and how they’re inclined to act.” (West
Virginia University, 2019) Attitude and preferences measurements can work side by side along
with social media analysis to provide detailed insight into what the public thinks of the company
which Uber can then use to act on what their consumers want most. With the target audience of
millennials, we could start by sending out a survey to find out the most popular contact method.
Then, using that method, send out surveys and interviews to find out how consumers are feeling
and what they are thinking. This will allow Uber to directly tailor their initiatives, programs, and
campaigns to their consumers wants and needs, driving loyal customers.
Final Plan Summary
Uber is practically a household name with strong brand recognition and a large portion of
market share in the ridesharing industry. There is almost no limit to the services Uber can
provide to its client base however, a clouded history could bring that to a halt if Uber doesn’t
33

take changes toward change. Uber needs to acknowledge its troubled past and take ownership of
what has gone wrong in order to regain consumer trust. If Uber cannot gain the loyalty and trust
of it’s public as well it’s drivers, none of the services it offers will be enough to withstand
competitors.
This PR campaign outlines how Uber can target four key publics to increase and expand
their social media interaction, the total number of drivers, overall total revenues, partnerships,
and Uber app downloads. This will be done through a mix of traditional and digital promotional
strategies and will ensure Uber doesn’t lose it’s footing amongst top competitors.
34

References:
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Connecting the Dots Between Psychology and Public Relations. (2015, August 5). Retrieved
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and-public-relations/
Cracks in the ridesharing market--and how to fill them. (n.d.). Retrieved from
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the-ridesharing-market-and-how-to-fill-them
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Global Ride Sharing Market 2019, By Type, Expanse, Ownership, Business Model,
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Grand View Research, Inc. (2019, March 7). Ride Sharing Market Size Worth $11.94 Billion by
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Huang, E. (2018, August 28). China's Uber is courting a PR disaster. Retrieved from
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Kate Taylor, Benjamin Goggin. (2019, May 10). 49 of the biggest scandals in Uber's history.
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controversies-2017-11#september-2013-a-passenger-accuses-an-uber-driver-of-choking-
her-4
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ubers-asian-ride-share-rival
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36

Retrieved from https://apps.apple.com/us/app/lyft/id529379082
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mode-heres-what-it-will-cost
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37

Tan, J. (n.d.). Grab does ride sharing right by sharing the love with drivers. Retrieved from
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chuck-gose/
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What Is Uber and How Do You Use it? (n.d.). Retrieved from
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