Uber_ClientPlanFINAL

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UBER TECHNOLOGIES, INC.
Melanie Ramirez
The following public relations plan provides Uber’s situation analysis and suggestion for
communication strategy and response.
This plan was crate solely for the purpose of JMS 481. I attest that it was made in accordance to
the SDSU honor code.
_____________________________
Melanie Ramirez

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A. Situational Analysis
Problem Statement
Uber, one of the largest taxicab service companies in the U.S., will release self-driving cars with
safety drivers in Pittsburgh beginning 2017. Its customers will be some of the first passengers to
test the new cars before expanding to its 502 servicing cities around the world. On May 4, Tesla
reported one fatal self-driving car crash. This causes those who oppose implementing self-
driving vehicles to fear the heavy technological reliability, car safety and lack of laws that would
protect millions of Uber customers from potential catastrophes.
Current State of Events and History
In 2010, founder Travis Kalanick and Garrett Camp launched UberCab in San Francisco.
What started as a premium black car cab service that users could request with a text-message,
turned into a multi-billion dollar company that relies on its app. The demand for employment and
taxicab high surges created the opportunity for any civilian to become a driver and for users to
pay low fares. (see appendix A1)
Uber’s biggest project at hand is operating safe self-driving cars around the world.
Currently, the company is using Pittsburgh as the pilot city to test their safety and efficiency.
Although companies like Google and Tesla are testing self-driving cars, Uber will be the first of
its kind to deliver self-driving cars as a taxicab service. (see appendix A1)
Internal Factors
Uber recruited 40 employees from Carnegie Mellon University to design pilot self-
driving cars. These cars are being tested in Pittsburg and San Francisco with the company’s most
frequent users and have yet to report any accidents or fatalities. In San Francisco, the self-driving
cars are being specifically tested for internal research and gathering data--not driving users.

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The government recently released regulations that outlined safety expectations and a 15-point
safety assessment. This assessment covers how to react if any technological issues occur, how to
share data collected by vehicles, recall authority to the Department of Transportation if the
vehicles are unsafe and many more. Uber is specifically working with Ford in designing these
models and complying with regulations to ensure safety and efficiency. (see appendix A2)
Uber has maintained an open system model of communication as the self-driving process
is being developed. The company reached out to their most frequent users in Pittsburgh to be
used for the trail runs and continue to take their feedback as changes are being made to the
models. This form of two-way symmetric communication causes changes in both sides of the
organization--for the public and Uber.
External Factors
Uber’s stakeholders are the main individuals affected with the implementation of self-driving
vehicles. In the U.S., 54 percent of users are male, 40 percent range from 24 to 34 years old, 56
percent live in an urban area and 50 percent have a mid-50 income. Stakeholders also include
Uber drivers that may be left without a job, investors and competitors.
SWOT Analysis
Internal Strengths
1. Expansion
UberEATS is a food pick-up and delivery service. UberRUSH is a packaging delivery
service for small businesses or can be used as an enterprise. The company goes beyond the
taxicab realm to generate more services for its customers.
2. Active two-way communication

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Uber encourages users to report any issues with rides, payments and experiences ensuring
via the Uber app or by submitting an online form. Negative experiences may result in
reimbursement and all communication is done online with a response in 24 hours or less. The
self-driving car trial in Pittsburgh relies on its users for feedback to make improvements.
Internal Weaknesses
1. Cannot operate in all countries or cities
Barcelona is one of several cities that do not allow Uber to operate. Because users prefer
to use cheaper options, it is leaving other taxicab drivers out of business and causing protests.
Protests in France, Germany and Belgium caused Uber to be partially banned in certain areas.
Restrictions hinder Uber’s capabilities around the world and create a negative emotion around
the brand. (see appendix A4)
2. Distrust in drivers
The public questions the safety of drivers and the overall experiences. Although drivers
must complete a background check and meet requirements, there are still underlying concerns.
Reports of negative experiences cause concerns for potential users.
External Opportunities
1. UberBUS
Uber only operates on cars and bikes. Having bus routes to big cities at low fares would
create another channel of transportation and be useful for those traveling to big cities. Busses in
Europe take people from city to city at a low cost--the U.S. yet has to have a staple bus service
that transports people at costs.
2. Sponsorships

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Although Uber has partnerships with big companies, it does not sponsor any “big
names.” Because the company is worth over $66 billion, it has the potential to sponsor sports
team that would wear the name of the brand and recruit fans to use the service. (see appendix
A5).
External Threats
1. Competitors
In the U.S., Lyft is Uber’s biggest competitor that is used as an alternative option if
Lyft’s fares are more affordable. Uber has a bigger net worth and generates more revenue, but
certain users fluctuate between services. In China, Uber struggles to compete with Didi Chuxing-
-also a taxicab service. All competitors are threats to Uber and achieving their maximum
potential. (see appendix A6)
2. Opposition from established taxicab services
In 2015, taxicab drivers created violent protests in France that blocked roads and attacked
drivers affiliated with Uber. Although Uber offers lower fares than traditional taxicab services, it
also means it leaves those unaffiliated with Uber with less business. Protests have erupted in
other countries that have caused Uber exit. (see appendix A7)
Content Analysis
During the months of September and October, much of what was written about Uber had to do
with the release of self-driving cars. The analysis showed that Kalanick and President Obama
were associated with Uber. A majority of newspaper, web and opinion wrote about self-driving
cars, their safety and regulations associated with them. There were little negative opinions
associated with Uber—many reporters placed a positive or “neither” opinion in their reporting.
Although there were about four stories that focused on protests in New York City, several stories

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about the organization are written in a positive or optimistic light. Please see appendix A8 for a
detailed analysis.
Goals and Objectives
Goal #1: To increase overall support, amount of users and awareness of Uber’s self-driving cars
1. To increase positive support of Uber self-driving cars, specifically from Uber users, by
10 percent within six months of car launch.
2. To increase awareness of self-driving car safety to the public by 15 percent within 10
months official car launch.
3. To increase the amount of users using self-driving cars by 8 percent within the first eight
months of car launch.
Goal #2: To generate positive media coverage--including print and digital.
4. To increase positive media coverage by 12 percent by March 2017.
B. Planning
Target Audience
Proactive communication is essential to success. Uber has millions of users and just completed
its 2 billionth drive just six months after completing its 1 billionth. Users take advantage of credit
codes to get discounts on their drives and loyal customers take advantage of special offers just
for them. Although Uber has more users now than ever before, toying with self-driving cars is a
concept many people will have a difficult time warming up to. Ultimately, the plan is to move
the needle and turn the latent and aware publics into active publics. These audiences will be
informed about the implementation of self-driving cars and the steps Uber is taking to ensure
safety. (see appendix B1)

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Latent Publics
Latent Publics are those who are not aware about Uber and/or the pilot tests for self-
driving cars in Pittsburgh. Uber’s largest demographics are 54 percent male, 40 percent range
from 24 to 34 years old, 56 percent live in an urban area and 50 percent have a mid 50 income.
However, these demographics only account for current users and would be the target audience
for those unaware of the self-driving car. It is imperative for the latent publics to be properly
informed of what measures Uber is taking with Ford to create the safest and most efficient car
possible.
Aware Publics
Aware publics are those who know about Uber and the pilot tests for self-driving cars and
include users and nonusers that will be negligent of using self-driving cars. They are either
hesitant about using the vehicles or unaware that they exist.
Active Publics
Active publics include those who are Uber users, currently a part of the pilot tests and
those who will use the self-driving cars when they are available to the public. The goal is to
“move the needle” and get as many users as possible to use the vehicles. Because users are
encouraged to provide feedback, Uber will have the necessary tools to improve the negative and
highlight the positive.
Internal Audience
It is imperative that all of Uber’s staff, nationally and internationally, understand the following:
• Federal and state regulation concerning self-driving cars
• Protocol to take from all departments if crashes or fatalities occur
• The most basic information about the self-driving cars

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By having an informed internal audience, Uber will be more efficient in carrying out their
messages and mission statement.
C. Strategy
1. Demonstrating Uber’s success with self-driving cars.
2. Redesigning the way people think about self-driving cars.
Agenda setting theory of mass communication
According to Executive Public Relations, agenda setting refers to the media impact of
distinguishing between what we think about and what we think. The bigger picture shows that
although the media does not tell you what to think, they me be able to tell you what to think
about. EPR states that media coverage can elevate the public standing of, in this case, an
organization and create a “concern” that encourages people to learn more. (see appendix C1)
Second-level agenda setting theory
The extension of this theory takes the agenda-setting theory and measures how the public
perceives it. Now that we already have the desired message crafted for the media, it is now up to
the public to perceive it and drive them to action.
By contacting journalists and sharing the messages Uber wants to get across, the media will then
create positive media coverage for the organization, encourage people to learn more about self-
driving cars and persuade them to try Uber. (see appendix C1)
Two-step flow theory
This theory illustrates how a the mass media releases an information and then the
“leader” of certain group relays that information depending on how it is interpreted--according to
the Mass Communication, Psychology, Behavioral and Social Sciences. For this theory, it is
especially imperative to those who initially receive the message. This can relate to those active

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publics that use Uber and share their experiences with those around them; however, this also
relates to latent publics who are not fully informed about Uber and have the potential to share
messages that may be positive or negative.
Messages
Ensuring safety and efficiency
• Get there, safer
Maintain and elevate customer satisfaction
• A satisfied you is a happy us
Holding Statement
Good afternoon everyone--I’m Melanie Ramirez, the head of public relations for Uber.
The concept of Uber when it was created was simple: find an easier way of getting
someone from point a to point b with a touch of a button. No one could have ever calculated the
fast success of this company and all of the growth that has come of it in so little time. Our users
and drivers are the foundation of this company and continues encourages us to improve Uber and
its capabilities each and every day.
Today marks the beginning of a new chapter for Uber. Thanks to our friends at Ford, we have
designed a self-driving vehicle that will hit the streets of Pittsburgh for a trial run. We are
working closely with some of our most loyal Uber users in Pittsburgh that will be telling us their
experiences. Because these are trial runs, each car will have a safety driver to ensure the safest
ride possible.
The National Safety Council reports that every year, car accidents cause over 40,000 fatalities in
the United States each year. Our team of engineers at Otto and ATL are working closely with

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Ford to design the safest cars yet that can withstand rough roads, rough weather and correctly
react to any possible contact.
We are eager to impress users with our newly developed technology and ready to change the
future of transportation. Please visit Uber Newsroom for more updates as we provide more
information for the public. Thank you.
Response to Query
1. Can the safety drivers still control the car if it is in self-driving mode?
[Answered by a senior automotive systems engineer] Absolutely. If the driver feels like he/she
needs to be in control of the car for any reason--like rough weather conditions--then the driver is
able to grab the wheel and take control with no issues. Our designers created this car with the
condition that a human is able to take over at my point. At times, the car will even ask the user to
take over. We want to make sure users have the safest driving experience possible.
2. What will the protocol be if an autonomous car causes a fatality?
[Answered by head of public relations] As mentioned, our goal is to provide the safest
experience possible and getting the person to their final destination safe and sound. [Answered
by Engineer] Our engineers are working to design a system where authorities will be called
automatically if any collision occurs to make sure passengers get the help they need if an
incident were to occur.
3. Will fares decrease because users will not have to pay for a driver?
[Answered by a member of business development] Our users testing the pilot do not have to pay
for the rides--they are free. As of now, Uber has not calculated the costs of the fares because they
will depend on the city, surcharge fees and other factors that go into the costs. Keep in mind that

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as we test these cars out for the next few years, there will still be a safety driver present in the
vehicle. However, when those calculations become available, we will release it to the public.
4. How are these cars different from Google or Tesla?
[Answered by CEO, Travis Kalanick] These cars are the first of their kind. Neither Google nor
Tesla are offering taxicab services for users to access with a click of a button and we are proud to
pioneer this part of technological history.
5. Does Uber plan on releasing these cars internationally? If so, when?
[Answered by head of public relations] We are taking this entire process one step at a time. Our
primary focus is ensuring that our pilot tests are successful in Pittsburgh and then, we will look
into expanding across to other cities. Uber is in over 540 cities worldwide and when the
opportunity comes, we will revisit the idea of expanding globally.
6. People are going to want to prefer to pay a lower fare if a driver isn’t present. How will
these cars affect the thousands of drivers that rely on Uber for a job?
[Answered by a member of business development] We are always going to rely on drivers. Uber
understands that not everyone will be open to requesting a self-driving car and we respect that.
As Travis said, self-driving cars will require maintenance and other needs that leaves the window
open for more employment opportunities. Again, we are still heavily relying on drivers.
7. How does this technology compare with the cars Lyft is currently testing after partnering
with GM earlier this year?
[Answered by head of public relations] We cannot speak on behalf of Lyft and the projects they
have underworks with self-driving cars. Any questions concerning Lyft and their technologies
should be handed to them.

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8. There are rumors out there that Uber has lost $1.2 billion this year in different projects.
Can you comment?
[Answered by a member of business development] We do not have current revenue and
expenditure data with us at this time. What I can say is that all of our big projects require big
investments—it is how we create opportunities to expand and improve Uber. This company is
always looking to expand and improve at times, it may means we lose money.
9. How will you be working with the users involved in the pilot tests?
[Answered by road and track test engineer] Users participating in our pilot tests will have a
safety driver and a person taking notes about the experience. The person taking notes will also
record any feedback--both negative and positive. (see appendix C3)
10. Why pick only a few users instead of leaving it open for anyone who has the Uber app?
[Answered by CEO, Travis Kalanick] We wanted to start small and involve our most frequent
users--users that are really familiar with our brand and who we are. We felt like it was time to
pay it back to our most loyal customers by providing free rides in exchange for their experience.
Tactic #1: Press release for Press Conference (see appendix C4)
Tactic #2: Commercial Video (see appendix for storyboard
Tactic #3 Internal email to Uber Staff (see appendix C5)
Tactic #4 Conduct monthly reports for our internal staff
Tactic #5 Educate and deliver Uber’s message and vision to current users via email
Tactic #6 Post bimonthly posts on Uber Newsroom concerning updates, changes and news in
regards to Uber self-driving cars
Tactic #7 Pre and post survey conducted before and after strategies are implemented (see
appendix C6)

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D. Implementation
Uber’s success as a startup company is unlike any other. In order to continue the company’s
success is imperative that Uber use the right strategies and information subsidies to carry the new
message forward: get there, safer. It is important to not underestimate the importance of this pilot
test in Pittsburgh, even though it is not the launch of a complete autonomous vehicle. With the
following proposals, Uber will create a strong foundation for the forthcoming of self-driving cars
and will improve future strategies.
Press Conference
On the day the Ford Fusion and Volvo cars begin their pilot tests in Pittsburgh, Uber will have a
press conference at the Advanced Technologies Center in Pittsburgh. The company created Uber
Advanced Technologies Center to house engineers that design the cars being launched around
the city and will be used to host the conference in front of journalists, broadcast channels and
bloggers. It is right in front of the Allegheny River, providing a perfect landscape to showcase
the new cars and the streets they will drive. The conference will be held on Sept. 7 at 1 p.m. By
having the conference a week earlier, it generates suspense--a model Apple shows to be
successful.
The press conference will have a panel of speakers that each play a crucial part creating and
carrying out the car. They include:
• Chief executive officer- Travis Kalanick
• Senior automotive systems engineer- understands the technology of the vehicle
• Business development manager- understands business impacts
• Road and track test engineer- understands how the car will operate around the city and
how Uber will consider feedback

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• Head of public relations- ensures all questions get answers, trains members of the panel
to get the right message across and
CEO will begin conference with a holding statement and all speakers will bridge and deliver the
new message: get there, safer.
In appendix [] is a list of some local and national newspapers, magazines, bloggers and news
television crews that will be invited to the press conference.
At the end of the conference, a list of all media attendees will be compiled to email the press
release or to set up interviews.
Video Commercial
This commercial is strictly to be aired in Pittsburgh and surrounding cities within a 40-
mile radius. It is critical that residents around Pittsburgh are informed, aware and comfortable
with self-driving cars around the city. The video is also aimed at moving the needle by
converting latent publics that are not aware into active publics. For those unaware of Uber, the
video will inform the viewer of the self-driving vehicle present in the city and introduce the
viewer to the brand.
The video will take the viewer around Pittsburgh for a little and drive by popular
locations. As the safety driver is turning around a corner, a biker using an UberRUSH bike will
fly by the car, causing the car to stop abruptly. The driver, passenger and biker will be nervous at
first, but be relieved because the car prevented an accident. Because the pilot tests still have
safety drivers, the commercial will only show the drivers looking at the road and letting the car
take control. The last four seconds will read “get there, safer.” The 25-second video will air on
Sept. 14--the same day the car launches in the city.
E. Evaluation

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After the implementation strategies are completed, it is critical to measure the objectives to see if
there are any changes in knowledge, attitude and behavior.
1. Objective #1: OUTCOME TO BE DETERMINED
To increase positive support of Uber self-driving cars, specifically from Uber users, by 10
percent within six months of car launch.
This objective will be measured by conducting a survey and focus group from users and
nonusers. It will be met if positive media coverage dominates the conversation about Uber and if
audiences view the commercial. By comparing the results from the initial survey, we will be able
to see if we met the objective.
To increase positive media coverage by 12 percent by March 2017.
This objective will be measured by conducting a media analysis and environmental scan before,
during and after the implementation process. It will be met if the public relations team and panel
effectively deliver the message to the media. By keeping track of what is being said about Uber
by media organizations and the public, then we can measure if we have met the objective.
To increase awareness of self-driving car safety to the public by 15 percent within 10
months official car launch.
This objective will be measured conducting a focus group and survey of 12 people from users
and nonusers. It will be met if positive media coverage dominates the conversation about Uber
and if audiences view the commercial. By comparing the results from the initial survey, we will
be able to see if we met the objective.

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To increase the amount of users using self-driving cars by 8 percent within the first eight
months of car launch.
This number will be measured by using data provided by Uber analysts that will be charted and
seen for comparison. It will be met if positive media coverage dominates the conversation about
Uber and if audiences view the commercial. By comparing the results from the initial amount of
users that used the self-driving cars to the amount eight months later, we will be able to see if we
met the objective.
F. Budget
Press Conference
Expense Cost
Chairs (20 pack) $1,462.80
Stage rental $1,770.00
Microphones (8) $412.98
Power expenses $3,000.00
Water (10 cases) $60.00
Branding materials (table cover, backdrop, pens, notebook) $588.16
Total $7,293.94
Commercial
Expense Cost
Director $4,000.00
Actors $2,500.00
Production crew, equipment editing and graphics $25,000
Food and beverage $200.00
Miscellaneous $800.00
Television Airtime on (local and national channels) $1,500,000.00
Total $1,532,500.00
Surveys and Focus Groups
Researchers $1,000.00
Analytics & SPSS $500.00

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Appendix
A1: startup-in-the-world-2015-9/#june-2015-the-california-labor-commission-rules-that-an-uber-
driver-is-an-employee-not-a-contractor-this-calls-ubers-underlying-business-model-into-
question-the-decision-comes-after-a-san-francisco-driver-barbara-ann-berwick-files-a-claim-
against-uber-25
https://www.uber.com/driver-jobs/
https://newsroom.uber.com/pittsburgh-self-driving-uber
A1.1:
Top circulated media bolded
Media Channel Organization
Newspapers Pittsburgh Business Times
Pittsburgh Post-Gazette
Pittsburgh Tribune Review
The Pitt News- University of Pittsburgh
The Tartan- Carnegie Mellon University
The New York Times
The New York Post
The Wall Street Journal
The Washington Post
Broadcast KDKA-TV (CBS) Pittsburgh
WTAE (ABC) Pittsburgh
WPXI (NBC) Pittsburgh
CNN
MSNBC
FOX
Magazines/Journals/Blogs Pittsburgh Magazine
Pittsburgh Quarterly
Pittsburgh Journal of Technology Law and Policy
Mashable
Gizmodo
Gigaom
ZdNet

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TIME
A2: BROOM, G. (1994). Cutlip & center's effective public relations. , 978-970.
http://www.nytimes.com/2016/09/20/technology/self-driving-cars-guidelines.html?_r=0
A3:(http://www.businessinsider.com/how-uber-rush-works-2014-4)
A4: (http://www.businessinsider.com/heres-everywhere-uber-is-banned-around-the-world-2015-
4)
A5: (http://www.cnbc.com/2016/06/08/ubers-66-billion-valuation-may-ride-on-shaky-
foundation.html)
A6: (http://www.nasdaq.com/article/who-are-ubers-biggest-competitors-cm671829)
A7: (http://www.businessinsider.com/ubers-history/#june-2015-violent-protests-erupt-up-across-
france-as-taxi-drivers-and-their-supporters-block-roads-burn-tires-and-attack-suspected-uber-
drivers-24)
A8: Here is the direct link to the coding and environmental analysis:
https://docs.google.com/spreadsheets/d/1kLL1Si9HP3-
zlrw2BCcJYboo6HZ9paD_s04L4C82vcc/edit?usp=sharing
B1: (http://www.businessinsider.com/ubers-history/#june-2015-violent-protests-erupt-up-across-
france-as-taxi-drivers-and-their-supporters-block-roads-burn-tires-and-attack-suspected-uber-
drivers-24)
C1: https://masscommtheory.com/theory-overviews/agenda-setting-theory/
C2: (http://communicationtheory.org/two-step-flow-theory-2/)
C3: (http://www.businessinsider.com/uber-driverless-car-in-pittsburgh-review-photos-2016-
9/#but-that-speaks-to-just-how-good-these-cars-are-at-handling-city-roads-pittsburgh-terrain-
isnt-easy-to-tackle-with-steep-hills-and-several-bridges-but-the-cars-rolled-through-just-fine-its-
truly-incredible-watching-a-car-do-everything-from-handling-left-turns-at-intersections-to-
climbing-up-hills-with-ease-without-any-input-from-the-driver-12)

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C4: Tactic
For Immediate Release Sept. 14, 2016
Release# 1-2016
Contact: Melanie Ramirez
mramirez@uber.com
Five facts you did not know about Uber’s self-driving cars
PITTSBURGH— Months after the creation of the Advanced Technologies Center in Pittsburgh,
Uber finally makes their dream of a self-driving car a reality. Uber held a press conference at
ATC that announced and showcased the new model that will be hitting the streets.
First-- Uber invited their most loyal customers to experience the self-driving cars and be
apart of this pilot test. The company will be working closely with these users to obtain feedback
about their experiences and use it to resolve underlying problems.
Second-- Ford Fusion cars are the only models designed thus far for this pilot test.
However, Uber recently purchased 100 Volvo cars that are being designed to self-drive and may
be launching in a big city next year.
Third-- Safety drivers will still be required to sit in the car while a transition is made.
Although the goal is to have self-driving vehicles that require no human assistance, Uber wants
to ensure all kinks are sorted out in the next few years after the launch.

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(SLUG/2-2-2)
Fourth-- Uber has been working on this project since early 2015. Pittsburgh became ideal
hot spot because of its variety of road types, weather conditions and research facilities--putting
these cars to the ultimate test.
Fifth-- Driver-less vehicles are not meant to reduce thousands of Uber drivers have.
Instead, it will create more employment opportunities for communities.
“ATMs cut the cost of running a local bank so more branches opened, employing more people,”
said Travis Kalanick. “Self-Driving Ubers will be on the road 24 hours a day, which means they
will need a lot more human maintenance than cars today.
For those curious to know any updates concerning Uber and the self-driving cars should
visit Uber Newsroom online for more updates.
###
C5: Tactic
Sent July 31
Uber family,
Whether you have been a part of Uber since the get-go six years ago or started recently,
we send a common message to our users--get there. In the coming weeks, we are tweaking our
message a little bit--get there, safer.
For months, our team of engineers at Advanced Technologies Center in Pittsburgh
worked tirelessly to design a self-driving vehicle that will change our future of how we get our
users there. The National Safety Council reports that every year, car accidents cause over 40,000
fatalities in the United States each year. On Sept.14, we will be launching our pilot trial run in

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Pittsburgh where our most loyal customers will have the opportunity to be the first users to
experience autonomous vehicles. These rides will be on us.
As a family, it is imperative that we are all aware about the progress we make within the
coming months in Pittsburgh. Please keep an eye out for monthly reports that we will send to
ensure everyone is informed about news, our progress and any future changes.
Here in San Francisco, we will have some vehicles driving around the city for testing and
research-- not for driving our users.
Without the contribution of our Uber staff, our success wouldn’t have been able to reach
the success it has. Our new job? Get them there, safer.
Let’s get started,
Travis Kalanick

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Post-Survey (same survey as above with the following changes made)

Uber_ClientPlanFINAL

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