The document discusses Uber's negative public image and its response under new CEO Dara Khosrowshahi. It summarizes Uber's "Moving Forward" PR campaign, which aimed to fix Uber's negative narrative with a heartfelt message. However, the document recommends that future campaigns emphasize how Uber benefits consumers more than the company itself. It suggests partnering with influential social media personalities to generate positive coverage for Uber as it works to improve its brand reputation.

1. Uber:
The Journey to a New
Narrative
Emily Edwards Van Muijen
EV&M Communications

2. Introduction
Uber in the news
Uber's Response
The Solution

3. Uber in the News

4. Moving Forward:
Uber's Response

5. Since joining the ride-hailing giant in
August, Dara Khosrowshahi has been just
as bold as he has been businesslike,
imposing sweeping changes that would be
considered dramatic in any corporate
environment.
P E T E R H O L L E Y , T H E W A S H I N G T O N P O S T

6. what we found
"Moving Forward" was a well-thought out
campaign with heart and soul, striving to fix
a negative external narrative.

7. what consumers need
A campaign with a similar look and feel, but
more "them" and less "us".

8. #rideSHARE

9. Positive Earned Media
Coverage

10. And A Social
Media Feed
to Match

11. An Influencer Approach
R Y L A N D A D A M S
YouTuber
Mentions Uber frequently, has a large
following (1.1 million people). Works
with companies he believes in (trusted
influencer).
I B R A H I M B A S H A
Public Figure
Saudi Arabian influencer known for his
clothing line and car collections. Uber is
growing quickly in his country and could
benefit from this influencer.
E M M A C H A M B E R L A I N
Lifestyle Vlogger
18 years old, does not drive and
mentions Uber in tweets on a bi-weekly
basis. A million followers in her
community.

12. Thank you, Uber.

13. Index https://www.washingtonpost.com/news/innovations/wp/2018/04/19/for-his-latest-
magic-trick-ubers-new-ceo-will-turn-critics-into-customers/?utm_term=.156e6dabf867
https://www.nytimes.com/2017/06/21/technology/uber-ceo-travis-kalanick.html
https://www.washingtonpost.com/news/the-switch/wp/2017/04/18/from-
deleteuber-to-hell-a-short-history-of-ubers-recent-struggles/?utm_term=.19823fba2103
https://www.theatlantic.com/technology/archive/2017/04/ubers-pr-nightmare-a-field-
guide/523269/
https://www.theguardian.com/technology/2017/jun/18/uber-travis-kalanick-scandal-
pr-disaster-timeline
"Made to Stick" by Chip Heath and Dan Heath