Public Relations Plan for Uber: Enhancing Image and Ensuring Safety

This PR plan suggests a two-way symmetrical model for Uber to enhance its image and ensure safety. The plan includes messages to the audience, strategies, tactics, evaluation, timeline, and budget. The plan aims to apologize to the assaulted riders and promise strict disciplinary measures on the various employees involved in the harassments. The messages sent to the audience include apologies to the assaulted persons. The company could also give messages to show that necessary action has taken place. The two-way symmetrical model of public relations will happen through connections with the public influencers such as the press and social media. The media strategy involves releasing information in various new sections such as the business part. Additionally, the company could also post safety messages on the Facebook and Instagram accounts. The plan lasts six months with various parties doing different tasks for certain durations. The company intends to spend 100,000$ on the public relations plan.

PRPA 1
Uber public relations
Name of the student
Name of institution
Name of instructor
Date

PRPA 2
Public relations issue
Uber faces the problem of negative publicity among the customers. The company has
faced allegations of sexual harassment and physical abuse on female passengers. The Los
Angeles police department has confirmed reports of rape by female passengers (Comcowich,
2017). Some of the Uber drivers conducting the harassment target the intoxicated female
passengers. The passengers also claim physical attacks by drivers with various charges of
battery reported to the police. The Uber Company has confirmed that the cases exist and that
some of the drivers fail to observe the company policy of passenger safety. Furthermore, the
Uber passengers have reported cases of theft conducted by the drivers where the persons lose
wallets and phones in the hands of the Uber drivers. The company faces the negative
publicity of insecurity to the passengers using the services. The female passengers fear sexual
harassment when using the Uber company services (Dwivedi, 2017).
Public relations goals
The Uber Company aims at developing a positive image with the public relations
strategy. Additionally, the company wishes to assure customers of safe rides to destinations at
any time of the day. The company also wishes to assure the safety of the passenger’s personal
properties such as phones and wallets (Comcowich, 2017). The company plans to achieve the
goal through laying off all the drivers connected to the sexual harassment cases and firing the
supervisors who do not respond to irresponsible behavior within the span of control.
Additionally, the company also plans to release press statements with apologetic messages to
the assaulted customers and to assure the public of strict measures to stop the bad habits
(Comcowich, 2017).
Organizational factors assessment

PRPA 3
The organizational factors include the internal and external environments affecting the
Uber operations. The SWOT analysis assists in assessing the organizational factors.
Strengths
Uber Company enjoys a strong brand that other taxi services cannot match. The brand
spreads in over 50 countries with a high percentage of customer loyalty (Bhasin, 2018).
Additionally, the company has penetrated the internet and other technologies in offering
services to the customers. The company forecasts a rapid growth over the years with more
investors and a stronger brand name (Bhasin, 2018).
Weaknesses
The company faces the weakness of depending on the drivers to market the services.
The customer satisfaction depends on how the driver offers the services. The company faces
the problem of standardizing the quality of services according to the set policies to ensure the
customers get satisfactory services (Bhasin, 2018). Additionally, the company only serves the
customers who use technology since the clients request taxis through an Uber application.
The application discriminates the customers who do not use current technology such as
laptops and smartphones (Bhasin, 2018).
Opportunities
The company has the opportunity of increasing the operations with the rise in the use
of internet usage. The use of smartphones and laptops allow more customers to download the
Uber application. Therefore, more customers could use the Uber services in the future
(Bhasin, 2018). Moreover, the company has also launched additional services to serve the
customers better. The company has launched the Uber chopper, which could cater to the
customers added needs (Bhasin, 2018).
Threats

PRPA 4
The Uber Company faces the challenge of unclear government stands on the legal
status of Uber. The company finds the regulators categorizing the servicers as information
technology instead of taxi services (Bhasin, 2018). Furthermore, the lack of organization in
the taxi market could result in the revolt against the company since the company seems to set
rules in the market, which the drivers would not like to follow (Bhasin, 2018).
The systems theory assessment
The Uber Company uses the systems theory by combining all the operation processes
in an application called the Uber app. The company has gathered all the steps required by
customers to call a taxi in the application where the customer places the cab order at any
geographical point (Kline, 2014). The application notifies the nearest driver of the location of
the customer and the point of destination. The company has put all the elements of service
delivery together to come up with a digital business platform where the customers and drivers
can interact efficiently. The company has the strategy of bringing together all the services in
one single application. Additionally, the customers can also get assistance through the
application such as raising complaints or canceling the trips when necessary (Mandviwalla,
2015).
The public relations model used
The Uber Company used the public information model. The model focussed on
maintaining and establishing a positive image by distributing proper information to the public
(Juneja, 2018). The company released information through the press and other media assuring
safe rides to customers. Additionally, the company apologized to the assaulted passengers
through the media and the social media platforms. The messages of better and safer services
only came from the Uber Company with zero participation by the public.
Alternative model and personal opinion

PRPA 5
The company should have used a better publicity method, which includes the two-
way symmetrical model. The model allows a two-way flow of information from the company
and the stakeholders. Furthermore, the stakeholders give feedback to the messages given by
the company. The method could have helped Uber in solving the misunderstandings in a
mutual method through discussions among by the parties. The free flow of information
allows the enhancement of the brand among the public (Juneja, 2018).
The public relations strategies
The company used the strategy of working closely with the influencers such as the
press, endorsements and verbal exchange of messages expressing the benefits of Uber taxis
(Brown, 2008). The company used newspapers such as the L.A times to pass apologetic
messages to the customers who faced sexual harassment (Dwivedi, 2017). Additionally, the
company marketed the safety services through the social media pages such as the Uber
Facebook, Twitter and Instagram pages (Maloney, 2015).
Analysis of the outcome and impact on the organization’s communication goals
The communication resulted in an enhanced image of the company services with
more confidence on the safety of customers (T.C. Melewar, 2016). The message of the
company firing the indisciplined drivers and other employees felt like an apology, and a
message of action to prevent further cases of sexual assault. The customers continued trusting
Uber as the best and safest taxi service due to the promised amendments. Additionally, the
company reduced the legal fees due to the customers dropping the legal procedures after the
apology. The aggravated customers accepted the apology messages from the company and
discontinued the legal proceedings against the company. Furthermore, the company faced a
more disciplined human resource. The cases of sexual harassment and theft dropped rapidly
among the company’s personnel (Comcowich, 2017).
Alternative ways to achieve the goals

PRPA 6
The company should focus on enhancing an image of goodwill among the clients. For
example, during the surge-pricing situation when the Sydney hostage crisis kicked in
resulting in high rates for rides, the company offered free rides to customers. The company
should follow up the act in the future and assure customers free rides in future crisis (Zhuo,
2015).
Furthermore, the company should allow the customers to control the data entered in
the Uber application. The research conducted on the customer information showed lack of
privacy since the executives in the company used the ‘God’s eye’ option to get more
information on a customer’s geographical position. The application should allow the
customers to delete information given on the application and only expose the necessary
information to the company (Zhuo, 2015).
Public relations outline
Background
The public relations chosen was the two-way symmetrical model. The model involves
an exchange of information between the company and stakeholders (Grunig, 2013). The Uber
Company could use the model to enhance the publicity by allowing an exchange of
information with customers, shareholders, and stakeholders. Additionally, the model allows
discussions with the public where solutions arise from the giving and take platforms with the
customers. Furthermore, the approach allows the company to communicate quickly with the
customers (Miranda, 2016).
Goals
The Uber Company aims at enhancing the image to the public and assuring the safety
of riders. The public relation plans focus on apologizing to the assaulted riders and promising
strict disciplinary measures on the various employees involved in the harassments.

PRPA 7
Additionally, the company intends to allow an exchange forum with the stakeholders
(Miranda, 2016).
Messages to the audience
The messages sent to the audience include apologies to the assaulted persons. The
apology messages such as, ‘the Uber Company deeply apologizes to the persons who faced
sexual harassment under the indisciplined drivers. The company has taken the necessary steps
to ensure that such behavior does not happen in the future.’ Additionally, the company could
also give messages to show that necessary action has taken place for example, ‘the company
has fired all the drivers involved in the sexual harassment incidents (Miranda, 2016).’
Strategy
The two-way symmetrical model of public relations will happen through connections
with the public influencers such as the press and social media. The messages company plans
to convey the messages through the newspapers and the social media handles for the
company (Miranda, 2016).
Tactics for the strategy
The media strategy involves releasing information in various new sections such as the
business part. Additionally, the company could also post safety messages on the Facebook
and Instagram accounts. Additionally, the company could also post safety clips on YouTube
and testimonials of clients who have experienced safe rides (Miranda, 2016).
Evaluation
The public relations strategy performance check happens through customer feedback.
The customers assist in telling whether the model works by giving opinions and views.
Additionally, the customers could rank the model’s performance in percentages or other
relevant scales (Miranda, 2016).
Timeline

PRPA 8
The plan lasts six months with various parties doing different tasks for certain
durations. The publicity team creates a comprehensive plan for two months, which includes
the publicity message. The executive management approves the plan, and the marketing team
organizes advertisements for the next five months. At the end of the sixth month, the
company evaluates the effectiveness of the publicity plan (Miranda, 2016).
Budget
The company intends to spend 100,000$ on the public relations plan. The company
will spend 20,000$ on paying outsourced publicity expertise. Additionally, the company
could spend 30,000$ on paying transport costs for the various persons involved in creating
the plan. Furthermore, the company could incur 50,000$ in paying allowances, salaries,
purchasing new computer software and paying the various media houses and social media
accounts to convey the messages (Miranda, 2016).

PRPA 9
References
Bhasin, H. (2018, February 9). Marketing91. Retrieved from Marketing91 Website:
www.marketing91.com
Brown, D. (2008, September 8). Web Analytics World. Retrieved from Web Analytics World Website:
www.webanalyticsworld.net
Comcowich, W. (2017). Uber PR Crisis. Retrieved from Glean Info: https://glean.info
Dwivedi, Y. K. (2017). Social Media Marketing and Advertising. Ingenta Connect, 15(3), 289-309.
Retrieved from L.A Times Website: www.ingentaconnect.com
Grunig, J. (2013, 9 27). Excellence Theory. Retrieved from Excellence Theory Website:
http://excellencetheory.wordpress.com
Juneja. (2018). Management Study Guide . Retrieved from Management Study Guide Website:
https://www.managementstudyguide.com
Kline, M. (2014, 10 23). Inc. Retrieved from Inc Website: http://www.inc.com
Maloney, J. (2015, July 20). Enterpreneur. Retrieved from Entrepreneur Website:
https://www.entrepreneur.com
Mandviwalla, M. (2015, March 19). Fox School of Buisness . Retrieved from Fox School of Buisness
Website: http://www.community.mis.temple.edu
Miranda, C. (2016, 1 14). Pulse. Retrieved from Pulse Website:
http://www.pulsemarketingagency.com
T.C. Melewar, P. F. (2016). Integrating Identity, Strategy and Communication for Trust, Loyalty and
Commitment. Emerald Insight, 51(3), 572-604. doi:10.1108/EJM-08-2015-0616
Zhuo, T. (2015). Fast Company. Retrieved from Fast Company Website:
https://www.fastcompany.com

PRPA
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