PR Campaign for Uber’s Roads for Relief

By: Joanna Alden

Director of Communications
 
 

 
 
 
 
 
 
 
 
 
Executive  Summary:  
 
This  brief  outlines  the  research,  objectives  and  strategies  behind  a  public  relations  
campaign  promoting  Uber’s  CSR  initiative:  Road’s  For  Relief.  Uber  will  hire  Edelman  to  
outsource  public  relations  and  public  affairs  services,  though  the  in-­‐house  team  will  work  
closely  with  the  agency.    
 
The  report  begins  by  giving  background  into  the  CSR  project.  In  September  2016,  Uber  will  
begin  its  work  for  Roads  for  Relief,  a  CSR  initiative  partnering  with  The  Red  Cross  to  build  
roads  in  the  Democratic  Republic  of  the  Congo,  easing  the  transportation  of  medical  
supplies  and  patients  to  hospitals.      
 
A  condensed  PESTLE  analysis  then  reveals  key  external  opportunities  and  challenges  Uber  
could  face  while  launching  this  PR  campaign.  The  issues  pertain  to  political  opposition  and  
current  consumer  views  on  the  concept  of  a  “shared-­‐economy.”  We  also  created  a  
condensed  brand  audit  exploring  the  current  Uber  brand  identity  in  the  U.K.  and  how  Uber  
can  reinforce  or  reposition  that  identity.    
 
After  conducting  a  great  deal  of  research,  the  primary  research  categories  are  deeply  
explored  and  broken  down  into  three  categories:  the  impact  of  CSR  on  brand  image;  Uber’s  
primary  demographic  in  the  U.K.;  and  the  political  issues  Uber  currently  faces  in  terms  of  
regulation.  The  brief  also  outlines  possible  future  research  methods  including  omnibus  
surveys  and  focus  groups.    
 
Given  this  research,  we’ve  selected  two  target  audiences  for  the  PR  campaign:  the  Mayor’s  
Office  of  London  and  Generation  Y  consumers.  These  audiences  are  broken  down  and  
discussed  in-­‐depth.    
 
The  core  strategic  plan  follows  by  first  stating  the  primary  objective:  to  reposition  Uber  as  
a  socially  responsible  brand  in  the  minds  of  U.K.  consumers  amidst  the  recent  political  
backlash  and  regulation  issues.  Exact  strategies  and  tactics  to  achieve  this  objective  are  
discussed  at  length.  Using  a  risk  register,  we  then  highlight  some  potential  risks  that  could  
threaten  the  success  of  this  public  relations  campaign.  We  also  discuss  our  proposed  
solutions  to  mitigate  these  risks.    
 
Afterwards,  we  lay  out  a  detailed  timeline  for  the  campaign,  which  lasts  about  six  months  
from  February  through  September,  when  Roads  for  Relief  actually  begins  work.  The  brief  
continues  on  to  list  the  various  costs  of  conducting  this  campaign.  These  costs  add  up  to  
£786,650  for  the  entire  campaign.    
 
Finally,  we  list  the  exact  measurements  we  will  track  and  measure  to  ensure  that  our  PR  
efforts  make  an  impact.  As  collateral,  a  sample  press  release  and  media  alert  can  be  found  
at  the  end  of  the  brief.    
   
 
Uber  &  Roads  for  Relief:  Overview  and  Analysis    
 
Overview  of  Roads  for  Relief  
 
Beginning  on  September  16  2016,  Uber  alongside  the  Red  Cross  will  begin  work  funding  
and  building  roads  throughout  the  Democratic  Republic  of  the  Congo  (DRC)  to  help  
improve  transportation  routes  in  the  world’s  most  impoverished  nation.  Only  20%  of  the  
population  in  the  DRC  has  access  to  healthcare  (The  Guardian).  This  is  primarily  due  to  the  
complete  lack  of  paved  roads  that  would  allow  quick  access  to  healthcare  facilities  during  
emergencies.  Instead,  families  attempt  homecare  with  herbal  treatments  instead  of  
professional  help,  typically  resulting  in  a  worsening  prognosis  or  death.    
 
To  help  provide  relief  to  this  struggling  nation,  Uber  has  joined  forces  with  Red  Cross  to  
build  well-­‐paved  roads  that  would  help  close  and  ease  distances  from  villages  to  hospitals.  
This  initiative  is  projected  to  last  the  next  ten  years.  From  this  partnership,  Uber  stands  to  
humanize  the  massive  company  with  a  major  CSR  campaign  while  The  Red  Cross  benefits  
by  using  an  extremely  wealthy  company  to  further  their  charitable  goals.    
 
The  official  mission  statement  for  the  campaign  is  as  follow:  
 
 
“Our  mission  is  to  extend  Uber’s  ability  to  bridge  distances  
between  harm  and  safety  for  citizens  of  the  Democratic  Republic  
of  Congo.  Working  alongside  the  Red  Cross,  we  are  building  roads  
that  will  significantly  improve  the  transportation  network  of  
health  supplies  within  the  country.”    
 
 
Roads  For  Relief:  Potential  CSR  Value  
 
It’s  essential  to  understand  the  environment  during  the  time  of  Roads  for  Relief’s  
announcement  and  launch.  These  external  factors  greatly  impact  and  influence  potential  
opportunities  and  threats  that  could  affect  a  successful  public  relations  campaign  around  
Uber’s  CSR  efforts.  After  conducting  a  PESTLE  analysis,  the  following  paragraph  
summarizes  thee  most  relevant  findings  from  the  research  with  emphasis  on  the  political  
and  economic  factors.    
 
 
PESTLE  Overview  for  Uber:  
 
The  relentless  battles  between  Uber  and  the  taxi  unions  in  the  U.K.  have  garnered  massive  
media  attention  and  put  Uber  in  an  unfavorable  light  as  the  black  cabs  continue  to  protest  
Uber’s  legality.  Despite  these  fierce  protests,  Uber  continues  to  scathe  by  the  legal  suits.  In  
October  2015,  the  U.K.  High  Court  struck  down  the  taxi  union’s  suit,  declaring  Uber’s  
 operations  in  the  U.K.  legal.  In  January  2016,  the  Mayor’s  office  in  London  dismissed  
Transport  for  London’s  suit  against  Uber  as  “nonsense”  (South  Atlantic  News  Agency).  With  
Uber’s  victories  in  these  suits,  they  can  continue  to  operate  in  a  deregulated  space  while  
growing  their  customer  base  and  revenue.  In  terms  of  economic  opportunities,  the  concept  
of  a  “Shared  Economy”  has  continuously  grown  more  and  more  accepted  by  consumers,  
validating  Uber’s  business  model.  Finally,  in  the  time  since  Uber’s  launch  in  the  U.K.,  
unemployment  rates  have  fallen  5.4%  since  2008  (Office  for  National  Statistics).    
 
 
 
Uber:  Our  Current  Brand  Value  Proposition  
 
To  best  understand  how  Roads  for  Relief  will  help  to  improve  Uber’s  brand  image  and  
value,  let’s  break  down  the  elements  that  make  up  our  identity.  Uber’s  brand  identity  can  
be  defined  by  its  company  slogan,  “Everyone’s  Personal  Driver.”  This  slogan,  though  short  
and  simple,  perfectly  exemplifies  the  company’s  brand  promise  of  luxury  and  convenience  
to  the  masses.    
 
Through  this  strong  brand  identity,  Uber  has  created  strong  brand  equity.  This  equity  can  
be  broken  down  into  five  segments:  brand  awareness,  perceived  quality,  brand  association  
and  brand  loyalty.    
  !
!
! Uber’s'Brand'Equity'
!
!
!
!
!
! Brand!Loyalty!
Brand!Awareness! !
Perceived!Quality! Brand!Association!
!
!
• Application!of!4!P’s! • Globally!recognized! • Cool! • Uber’s!brand!
of!marketing! as!reliable!&! • Trendy!! promises!are!true!
• Building!off!success! accountable! • Great!value! to!customer’s!
rates!in!other! • Inexpensive!yet! • Nighttime! experience!
countries! trustworthy!brand! transportation! • Over!1!million!
• Great!deal!of!media! • Safe!&!efficient!! • Elite!experience!! Londoners!use!
coverage!on!brand! ! Uber!
!
  !
 
In  short,  Uber  has  created  a  brand  promise  of  consistency  and  good  service  that  has  been  
both  accepted  and  supported  by  customers.  By  establishing  strong  brand  identity,  
awareness  and  equity,  Uber  has  positioned  themselves  as  market  leaders  in  their  car  
service  industry  within  the  UK.  This  is  reflected  in  their  mission  statement  which  states                  
“transportation  is  as  reliable  as  running  water,  everywhere  for  everyone.”  
CSR  Takeaway:  How  Does  Roads  for  Relief  Benefit  the  Uber  Brand?  
 
• The  ultimate  goal  with  the  public  relations  campaign  surrounding  the  launch  of  
Roads  for  Relief  is  to  reposition  Uber’s  brand  image  in  the  U.K.  as  a  socially  
responsible,  charitable  company.    
 
• Critics  claim  that  Uber  is  extremely  threatening  to  existing  industries  and  the  
product  of  a  lack  of  government  regulation  on  corporations.  However,  by  building  
roads  to  help  provide  better  healthcare  for  those  in  the  Congo,  Uber  can  combat  
these  negative  comments  by  showing  their  dedication  to  helping  those  in  need.  
 
• Through  a  great  deal  of  media  surrounding  the  launch  of  this  initiative,  Uber  directly  
links  itself  with  improving  conditions  in  the  Congo.  This  helps  to  improve  the  
company’s  image  amongst  government  regulators  who  are  already  doubtful  and  
suspicious  of  Uber.    
 
 
 
Research  Analysis  &  Plan:  Current  Research  
 
Before  delving  into  the  strategies  and  tactics,  we’ve  prepared  a  concise  summary  of  the  
research  and  analysis  tools  used  to  validate  knowledge  behind  our  campaign  plan.  We’ve  
also  listed  potential  options  for  further  research  that  would  give  an  even  clearer  picture  of  
Uber’s  current  brand  identity  in  the  U.K.    
 
 
Impact  CSR  has  on  Brand  Image:  
 
Current  studies  show  that  61%  of  people  are  more  likely  to  buy  from  companies  with  good  
reputations  (Econsultancy).  According  to  The  Carbon  Trust,  20%  of  sales  are  directly  
linked  to  corporate  reputation.  It’s  evident  that  while  leading  brands  are  adopting  CSR  
models,  promoting  their  charitable  projects  effectively  to  influence  consumers  involves  a  
public  relations  campaign.    
 
A  common  issue  with  CSR  campaigns  is  maintaining  customer  loyalty  over  a  sustained  
period  of  time  after  the  novelty  of  the  campaign’s  launch  has  worn  off  (Stanford  
University).  So,  while  brands  can  see  the  reasons  why  they  should  adopt  and  sustain  their  
CSR  strategies,  many  companies  struggle  to  determine  how  to  use  CSR  for  long  term  brand  
positioning.    
 
According  to  CSR  experts,  video  is  the  most  impactful  platform  for  companies  to  
communicate  and  publicize  their  charitable  projects.    As  Forrester  research  recently  
revealed,  a  minute  of  video  is  worth  1.8  million  words.  Also,  statistics  from  the  Nielson  
VideoCensus  report  that  26.9  million  people  in  the  U.K.  watched  streamed  video  content  
from  their  computers  in  2011  during  the  month  of  April  alone  (Market  Wired).  It’s  clear  
that  video  is  a  loud  platform  consumers  can’t  ignore.  
 
 
The  Demographic:  Who  are  Uber  Riders  in  the  U.K.?  
 
It’s  important  to  first  understand  the  audience  profile  of  the  primary  Uber  users  in  the  U.K.  
Then,  it’s  essential  to  analyze  if  this  demographic  aligns  with  the  type  of  consumer  who  
respect  or  appreciate  socially  responsible  companies.    
 
The  following  show  quick  facts  on  Uber  users  in  the  U.K.  (Global  Web  Index):    
• 3%  of  online  adults  are  using  Uber  at  least  once  a  month  
• Urbanities  are  the  biggest  users  of  Uber  with  just  5%  living  outside  of  an  urban  area  
• Over  25%  of  users  come  from  the  top  income  quartile    
 
In  addition,  the  16-­‐34  age  demographic,  Generation  Y,  has  been  identified  as  Uber’s  most  
enthusiastic  adopters.  These  are  consumers  born  with  the  years  1980-­‐2000.  The  following  
list  some  key  qualities  about  this  generation  determined  in  a  report  from  the  U.S.  Chamber  
of  Commerce  Foundation:  
• Gen  Yers  are:  
o Tech  savvy  
o Family  orientated    
o Ambitious    
o Communicators    
• So  far,  1  in  5  Millennials  are  college  graduates  
• 1  in  3  young  workers  cannot  pay  their  bills  
• Only  58%  of  Millennials  pay  their  monthly  bills  on  time    
• 41%  of  Millennials  only  use  a  cellphone    
• 64%  of  Millennials  want  their  employer  to  contribute  to  a  social  or  ethical  cause.  
About  half  of  older  Gen  Xers  and  Boomers  felt  the  same    
 
Essentially,  if  Uber  wants  to  make  a  serious  brand  reposition,  they  must  understand  their  
primary  users:  Gen  Y.  According  to  research,  Gen  Yers  demand  CSR  the  most  out  of  any  age  
group.  According  to  Andrew  Swinard  of  Abundant  Venture  Partners,  “Doing  business  
responsibly  is  the  millennials’  new  religion.  The  only  way  to  attract  and  retain  these  highly-­‐
strung  creatures  is  to  turn  your  offices  into  open-­‐plan  playpens  and  boost  the  CSR  budget”  
(Chicago  Business).    
 
 
Political  Approval  of  Uber  Amidst  Legal  Backlash    
 
As  previously  mentioned,  there  is  much  contention  between  Uber  versus  Taxicabs  in  the  
U.K.  The  taxi  unions  argue  that  Uber  is  slowly  but  surely  putting  them  out  of  business,  
enraging  the  blue-­‐collar  working  class  Brits  (The  Telegraph).  And  they  do  have  a  point.  The  
follow  shows  a  few  quick  stats  on  how  Uber’s  entrance  into  the  market  has  affected  black  
cabs  from  The  Telegraph:  
• There  are  now  over  20,000  Uber  drivers  in  the  London,  officially  surpassing  the  
number  of  black  cab  drivers  
• 1  in  every  10  cars  on  the  roads  in  London  is  an  Uber    
• Uber  saw  an  850%  surge  in  new  users  in  summer  2014  during  the  black  taxi  strike    
• Over  130,000  Londoners  signed  a  petition  in  October  to  ban  Uber  
 
Uber  had  a  huge  win,  however,  in  October  when  the  Mayor’s  office  dismissed  TfL’s  
proposed  compulsory  five-­‐minute  waits  before  Uber  drivers  could  pick  up  passengers,  
among  other  measures  (Sky  News).  After  dismissing  the  case,  Mayor  Johnson  said  at  the  
City  Lab  London  conference  that  the  suit  was  “absurd”  and  “Neanderthal”  and  that  London  
“needs  to  let  competition  rip”  (Business  Insider).  Clearly,  the  Mayor’s  office  under  Boris  
Johnson  supports  Uber  and  the  competition  they  bring  to  the  taxi  /  car  service  market.    
 
However,  on  the  dawn  of  an  election  for  a  new  mayor,  Uber’s  seemingly  safe  place  within  
London  could  potentially  be  threatened.  If  Conservative  frontrunner  Zac  Goldsmith  were  to  
win,  Uber  could  likely  expect  to  continue  enjoying  their  freedom  to  expand  in  London.  As  a  
member  of  the  conservative  party,  Goldsmith  promotes  the  belief  that  businesses  should  be  
able  to  operate  without  government  interference  (The  Guardian).  This  works  well  in  Uber’s  
favor.  However,  Goldsmith  also  holds  Green  party  views,  meaning  that’s  he’s  extremely  
environmentally  conscious.  He  could  potentially  view  Uber  as  further  clogging  London’s  
roads  with  air-­‐polluting  vehicles,  leading  to  regulations  inhibiting  Uber’s  expansion.  
 
On  the  other  hand,  if  the  other  front-­‐runner,  Sadiq  Khan  of  the  Labour  party,  were  to  win,  
Uber  could  face  a  threat.  Though  Khan  has  promised  to  be  “the  friendliest  mayor  to  
business  London  has  ever  seen”  (The  Week  U.K.),  the  Labour  party  traditionally  believes  
that  the  government  should  actively  work  to  close  gaps  between  the  rich  and  poor.  This  
means  that  he  and  his  office  could  lean  towards  supporting  the  taxi  unions  in  future  suits  
and  proposed  regulations  against  Uber.    
 
If  the  future  mayor  of  London  were  to  come  forward  and  shed  negative  light  on  or  
condemn  Uber,  this  could  cause  further  distaste  and  distrust  amongst  Londoners  who  don’t  
support  Uber.  This  would  be  it  more  difficult  to  reposition  Uber  as  socially  responsible.  
 
 
Key  Takeaways  From  Research  &  Analysis  
 
• The  medium  used  to  communicate  CSR  content  matters.  Video  best  captures  
attention  
• Uber  needs  to  increase  its  CSR  to  keep  its  primary  demographic,  Gen  Y,  happy    
• Uber  is  currently  supported  by  the  mayor’s  office,  but  they  should  be  wary  of  the  
politics  and  opinions  of  the  next  London  mayor  
 
 
Research  Analysis  &  Plan:  Future  Research  
 
Given  the  obvious  difficulty  in  surveying  or  polling  political  members  or  government  
officials,  further  research  methods  should  be  conducted  to  see  how  Uber’s  demographic,  
specifically  Gen  Y,  feels  about  Uber’s  brand  value  currently  and  how  Roads  for  Relief  could  
impact  their  opinions.    
 
The  following  two  research  methods  should  be  conducted  in  the  future  for  more  research:  
 
• Omnibus  Survey  
o Uber  should  join  forces  with  the  Red  Cross  to  conduct  a  survey  showing  how  
Roads  for  Relief  can  benefit  both  respective  organizations    
o This  method  allows  for  a  wide  variety  of  subjects  to  be  collected  during  the  
same  interview  
o The  survey  can  be  used  to  reach  specific  demographics  in  terms  of  gender,  
age,  education,  income  groups  or  psychographics    
 
• Focus  Groups  
o Uber  should  hire  a  U.K.  –  based  research  company  to  conduct  focus  group  
interviews  
o Goal  of  these  interviews  is  to  get  a  more  detailed,  qualitative  understanding  
on  how  consumers  currently  view  the  Uber  brand  
o This  is  a  prime  opportunity  to  get  detailed  information  on  if  Roads  for  Rescue  
would  help  to  change  consumers’  attitudes  towards  Uber  
 
 
 
The  Campaign:  Target  Audiences  
 
After  conducting  the  various  situation  analyses  and  research,  we  have  selected  two  
primary  target  audiences,  one  legislative  one  consumer:  
 
1) The  Mayor’s  Office  in  London  
 
As  previously  explained,  the  Mayor’s  office  holds  a  lot  of  weight  in  determining  Uber’s  
ability  to  operate  and  expand  in  London.  It’s  essential  to  upkeep  a  positive  relationship  
with  the  Mayor’s  office  through  public  affairs,  considering  London  is  Uber’s  fifth  most  
profitable  city  and  most  profitable  city  within  Europe.  While  the  U.K.’s  High  Court  has  
the  ultimate  say  in  overall  regulations,  the  Mayor  controls  London  and  deals  directly  
with  the  taxi  unions.  The  mayor  also  holds  an  immense  amount  of  public  influence.    
 
• Opportunities:  
o With  a  new  mayor  entering  office,  Uber  has  the  chance  to  establish  an  
even  closer  friendship  with  the  new  mayor  that  could  protect  the  
brand  from  future  suits  or  threats    
 o Considering  his/her  constant  exposure  and  communication  with  the  
press,  if  the  Mayor  and  his  party  like  Uber,  then  they  could  give  
positive  comments  about  the  company  to  the  media  
 
• Challenges:    
o The  new  mayor  could  decide  to  favor  taxi  unions  in  regulation  battle  
o Future,  unforeseeable  issues  may  arise  that  threaten  the  currently  
positive  political  relationship  between  the  Mayor’s  office  and  Uber.  
 
2) Generation  Y  Consumers    
 
Finally,  it’s  vital  to  target  the  largest  demographic  of  Uber  users:  Generation  Y.  To  
create  an  overall  strong  brand  identity  for  Uber  as  a  socially  responsible  company,  Uber  
must  deliver  their  message  to  their  primary  customer  base,  which  also  happens  to  be  
the  largest  age  demographic.  
• Opportunities:  
o Gen  Y  consumers  value  companies  with  strong  CSR  
o Gen  Y  consumers  value  brand  loyalty,  so  once  Uber  captures  their  
loyalty  they’re  less  likely  to  sway  
o Growing  up  in  the  digital  age,  Gen  Y  consumers  view  technological  
invasion  as  an  inevitable,  therefore  they’re  less  likely  to  currently  
view  Uber  as  an  evil,  market-­‐destroying  company.  So,  a  CSR  
campaign  will  only  enhance  their  current  positive  views  on  Uber  
o Almost  all  of  Gen  Y  is  also  now  entering  the  workforce  and  coming  
into  purchasing  power,  therefore  it’s  essential  to  impress  this  demo    
 
• Challenges:    
o Because  Gen  Yers  are  constantly  on  the  internet  and  social  media,  
their  feeds  can  often  be  so  saturated  that  they  could  miss  Uber’s  PR  
efforts  all  together  
o Because  Gen  Yers  are  the  most  educated  on  Uber,  those  who  don’t  
support  Uber’s  ride-­‐sharing  economy  could  be  less  likely  to  change  
their  attitudes  on  the  company  despite  CSR  campaign  
 
 
 
 
Core  Strategic  Plan  
 
Objectives:  
 
The  primary  objective  for  a  public  relations  campaign  surrounding  the  launch  of  Roads  for  
Relief  is  to  reposition  Uber  as  a  socially  responsible  brand  in  the  minds  of  U.K.  consumers  
amidst  the  recent  political  backlash  and  regulation  issues.    
 
Other  objectives  include:  
• Create  overall  awareness  about  the  Roads  for  Relief  campaign  
• Maintain  positive  relationship  with  Mayor  of  London’s  office  
• Further  improve  legislators’  approval  of  Uber  
 
 
Strategies:    
 
The  following  include  a  list  of  strategies  that  will  be  implemented  to  achieve  the  previously  
stated  objectives:    
• Reposition  Uber  as  a  socially  responsible  company    
• Convince  U.K.  citizens  Uber  is  a  positive  edition  to  the  transportation  market  
• Update  Uber’s  brand  identity  to  include  “do  gooder”  image  to  retract  from  
negative  image  as  a  ruthless  corporation  destroying  taxi  market    
 
 
 
Tactics:  Consumer  Public  Relations  
 
To  carry  out  these  strategies,  we’ve  prepared  a  list  of  various  tactical  elements  that  will  
engage  directly  with  Gen  Y  consumers:  
 
• Utilize  Google  cardboard  VR  headsets  to  keep  in  every  Uber  car  driving  in  
London,  starting  in  London  then  spreading  to  all  five  cities    
o Headsets  display  view  of  the  current  situation  in  the  Congo  and  how  
Roads  for  Relief  will  help  improve  conditions    
o Application  necessary  to  see  VR  video  will  be  installed  in  the  regular  
Uber  app,  making  it  easy  for  riders  to  access  
o We  will  work  with  Eon  Reality  to  develop  and  launch  app  for  iOS  and  
Android.  
 
• Pitch  to  relevant  news  outlets  about  Roads  for  Relief  launch  
o i.e.  The  Guardian,  The  Times,  Business  Insider,  Financial  Times,  Wall  
Street  Journal,  CNET,  Huffington  Post,  Buzzfeed,  Time  Magazine    
 
• Press  conference  from  CEO  Travis  Kalanick  with  representative  from  Red  
Cross  outside  the  Uber  U.K.  headquarters  announcing  the  Roads  for  Relief  
project  
 
• Create  dedicated  social  media  pages  and  promote  through  Uber  and  Red  
Cross’  existing  channels  
o i.e.  Facebook,  Twitter,  Instagram  
o encourage  Uber  riders  to  share  their  VR  experience  looking  at  the  
Congo  on  social  media  with  #RoadsForRelief    
 
 • Create  separate  Roads  for  Relief  website  
o Website  contains:  interviews  with  Uber  executives  discussing  project,  
timeline  for  completion,  information  of  current  status  in  the  Congo,  
external  link  to  subscribe  to  The  Red  Cross    
o Website  will  be  continuously  updated  throughout  course  of  the  
campaign  
 
• Book  an  exclusive  interview  special  with  the  BBC  featuring  Uber  CEO  Travis  
Kalanick  
o Show  video  of  current  dire  health  situation  in  the  Congo    
o Personal  interview  allows  humanization  of  Uber  brand    
 
• Write  weekly  internal  blog  posts  about  Roads  for  Relief  leading  up  to  and  
after  the  campaign  launch  
 
 
Tactics:  Public  Affairs  
 
To  try  and  sustain  a  positive  relationship  with  the  London  Mayor’s  office,  we’ve  compiled  a  
few  key  public  affairs  tools  necessary  to  show  legislators  Uber’s  positive  impact.  These  
tools  are  essential  because  as  long  as  Uber  is  benefiting  London’s  population,  the  legislators  
will  support  their  growth.  
 
• Create  mayoral  briefing  to  target  current  Deputy  Mayor  of  Transport  Isabel  
During  and  the  future  mayor  deputy  
o Brief  explains  benefits  Uber  offers  to  Londoners    
o Also  explains  Uber’s  Roads  for  Relief  campaign  and  dedication  to  CSR  
o Request  a  meeting  with  Mayor  Boris  Johnson  to  discuss  brief  and  
sustain  positive  relationship  
 
• We  will  also  send  this  brief  to  the  major  candidates  who  could  become  the  
next  mayor  
o Request  a  meeting  with  major  candidates  to  discuss  brief  and  build  
positive  relationship  
 
 
 
Risk  Assessment  &  Risk  Management  Plan:  
 
While  developing  this  campaign,  we’ve  identified  a  few  key  potential  risks  that  could  pose  a  
threat  to  the  success  of  this  public  relations  campaign.  In  response,  we’ve  also  prepared  a  
list  of  solutions  that  would  help  to  mitigate  these  issues  if  the  problems  were  to  arise.    
 
Attached  is  a  complete  risk  register  outlining  the  specifics  on  the  risks,  level  of  impact  and  
proposed  solutions.  
  
To  summarize,  these  are  the  main  risks  and  solutions:  
 
 
Risk:  
• Possibility  of  counter  black  cab  counter  PR  campaign  
 
Solution:  
• Creating  fact  sheets  and  press  materials  demonstrating  the  immense  good  that  
Roads  for  Relief  under  Uber  will  do  for  the  Congo.  We  will  also  have  a  team  monitor  
their  activities  in  case  they  launch  such  a  campaign  
• Continue  producing  press  materials  while  also  updating  video  and  social  media  
content  explaining  not  only  the  planned  progress  in  the  DRC  but  also  Uber’s  growing  
influence  in  the  U.K.  
 
Risk:  
• Some  tend  to  see  CSR  purely  as  a  ploy  to  improve  company  image,  not  help  
humanity  
 
Solution:    
• Prepping  Uber  executives  for  interviews  to  explain  the  purpose  and  goals  behind  
Roads  for  Relief  to  be  shared  with  the  media  
• Leading  up  to  campaign,  continue  to  release  video  and  picture  content  of  the  dire  
circumstances  in  the  Congo  and  the  ways  in  which  Uber  is  already  helping  
 
 
Risk:  
• New  London  mayor  could  seek  to  pass  regulations  against  Uber    
 
Solution:  
• We  encourage  Uber’s  team  to  remain  politically  neutral  on  mayor’s  race  until  a  new  
mayor  is  elected.  Pitching  to  media  about  the  positive  impact  Uber  has  had  on  U.K.  
(i.e.  employing  drivers)  to  have  positive  news  about  Uber  in  media  by  the  time  of  
election  
• Once  a  new  mayor  is  in  office,  we  want  to  send  the  press  secretary  press  documents  
showing  the  good  Uber  will  do  in  the  Congo  and  the  positive  impacts  Uber  has  had  
in  the  U.K.  
 
 
Risk:  
• Investors  could  be  extremely  wary  of  the  financial  capability  to  fund  Roads  for  Relief  
 
Solution:  
• Openly  sharing  proposed  budgets,  timelines,  business  goals  and  projected  brand  
value  opportunities  with  investors  
 • Continue  this  transparency  to  investors  through  earning  reports,  blog  posts  and  
investor  meetings  specific  to  Roads  for  Relief,  etc.  
 
 
Risk:  
• Other  primetime  show  or  news  events  could  draw  viewers  away  from  BBC  special,  
minimizing  impact  
 
Solution:  
• While  we  cannot  predict  future  news  stories,  we  are  researching  the  other  programs  
scheduled  at  the  same  time  at  Uber’s  BBC  special  
• We  will  continue  this  research  and  conduct  a  predicted  analysis  of  number  of  
viewers  and  impact  special  will  have  on  campaign  and  CSR  awareness  
 
 
Risk:  
• People  could  steal  VR  headsets  out  of  Ubers  
 
Solution:  
• We’re  advising  Uber  to  have  a  surplus  of  the  headsets  available  to  regularly  
redistribute  out  to  drivers  when  headsets  are  inevitably  taken.  Also,  we  request  
Uber  drivers  to  tie  cardboard  headset  with  a  string  to  a  headrest  in  the  car,  making  
it  more  difficult  to  steal    
• There’s  not  much  we  can  do  to  prevent  theft,  however  we  will  continue  to  pitch  to  
media  about  the  VR  headsets  inside  Uber  vehicles  to  ensure  the  public  realizes  the  
purpose  of  having  the  headsets  in  Ubers  
 
 
 
 
Timeline  for  Publicity  Campaign:  The  Launch  
 
To  ensure  we  reach  all  of  our  campaign  goals  and  time  constraints,  we’ve  constructed  a  
timeline  to  keep  the  success  of  the  PR  initiative  on  track.  
 
                                                             
Date                    Event  
Roads  for  Relief  project  announced  
internally  to  Uber  corporate  
December  1,  2015   employees  
Meeting  with  Uber  CMO,  Uber  
public  relations  team  and  public  
affairs  team  to  discuss  goals  for  PR  
February  1,  2016   campaign  around  Roads  for  Relief  
 Meeting  with  Edelman  to  hire  them  
for  public  relations  &  public  affairs  
February  9,  2016   services  during  launch  
Meet  with  Eon  Reality  to  explain  
project  and  establish  plans  and  
February  15,  2016   goals  with  VR  app  
Meeting  with  Edelman  public  
relations  and  public  affairs  team  to  
ensure  congruent  campaign  
March  1,  2016   outlines  aligning  with  Uber's  goals  
Meeting  with  current  Mayor  
Johnson  to  discuss  Uber's  initiatives  
in  London  and  the  upcoming  Roads  
April  7,  2016   for  Relief  Project  
Trial  with  VR  app  Eon  Reality  has  
April  13,  2016   created.  Provide  notes  and  changes  
Edelman  begins  creating  Roads  for  
Relief  social  media  outlets  
(Facebook,  Twitter  and  Instagram)  
April  15,  2016   &  official  website  
Review  Edelman's  mayoral  brief  
that  will  be  sent  to  Deputy  Mayor  
April  15,  2016   of  Transport  Office  
Place  order  for  35,000  Google  
May  2,  2016   Cardboard  VR  headsets  
Deadline  to  finalize  PR  and  PA  
campaign  plans.  Meeting  with  CEO  
May  7,  2016   to  present  campaign  
Meeting  with  representatives  from  
The  Red  Cross  to  present  PR  &  PA  
May  14,  2016   campaign  
Work  with  Edelman  to  finalize  
completion  of  Road  for  Relief  social  
May  25,  2016   media  pages  &  website  
Work  with  Edelman  to  finalize  and  
send  out  mayoral  brief  to  Deputy  
Mayor's  office  and  frontrunners  in  
May  25,  2016   London  mayoral  race  
Request  meetings  with  
frontrunners  on  mayoral  campaign  
to  discuss  Uber  in  London  and  
June  8,  2016   Roads  for  Relief  
 Begin  talks  with  BBC  to  plan  an  
June  19,  2016   exclusive  special  on  Roads  for  Relief  
Deadline  for  final  completion  of  VR  
June  22,  2016   app  under  Eon  Reality  
Work  with  Edelman  to  send  out  
media  advisories  about  Uber's  press  
June  27,  2016   conference  
Press  conference  announcing  Roads  
June  30,  2016   for  Relief  Project  
Work  with  Edelman  to  begin  
pitching  to  relevant  news  outlets  
about  Roads  for  Relief  campaign:  
July  1,  2016   various  angles  
VR  app  officially  launched  for  iOS  
July  5,  2016   and  Android  
Google  cardboard  VR  headsets  sent  
July  10,  2016   to  every  Uber  car  in  the  U.K.  
Work  with  Edelman  to  pitch  to  
August  20,  2016   media  about  Uber's  special  on  BBC  
September  3,  2016   Uber  special  premieres  on  BBC  
Building  for  Roads  for  Relief  
September  16,  2016   officially  begins  

     
 
 
Outline  Budget  for  PR  Campaign:    
 
When  compiling  the  budget  to  run  this  PR  campaign,  the  primary  costs  derive  from  hiring  
agencies  to  create  content  and  the  price  for  the  VR  headsets.    
 
Firstly,  it’s  important  to  realize  that  one  Google  cardboard  headset  is  £3.19.  Given  the  very  
low  cost  of  this  device,  we  want  one  headset  in  every  Uber  car  in  London  County.  By  July  
2016,  Uber  projects  there  will  be  35,000  Uber  cars  in  London.  Therefore,  our  campaign  
requires  £111,650  to  be  dedicated  to  this  portion  of  the  campaign.    
 
Further,  we  need  to  hire  a  strategic  communications  agency  to  handle  the  creation  and  
execution  of  public  relations  and  public  affairs  campaign  tools.  We  are  hiring  Edelman  U.K.  
to  handle  the  PR  and  PA  aspects  due  to  their  prestigious  reputation,  particularly  within  the  
public  affairs  sector.  PR  Week  magazine  ranked  them  the  best  agency  for  public  affairs  in  
the  U.K.  and  the  fifth  best  for  consumer  public  relations  in  the  U.K.    The  Edelman  PR  and  PA  
teams  allotted  to  us  will  be  charged  with  creating  our  website,  social  media  platforms  and  
parliamentary  briefs  during  pre-­‐launch  for  Roads  for  Relief  (time  span  covered  in  the  
timeline).  From  that  point  on,  Uber’s  in-­‐house  communications  teams  will  continue  PR  and  
PA  efforts.  
 
Edelman  will  charge  us  £100,000  per  month  for  their  services.  Considering  we  will  need  
their  services  for  six  months,  this  totals  up  to  £600,000.    
 
 
Reason  for  Cost     Price  
Eon  Reality  app  
development   £75,000  
Google  Cardboard  Headsets   £111,650  
Edelman  Agency  work:  
Public  Relations  &  Public  
Affairs     £600,000  
Total  Cost     £786,650  
 
As  is  obvious  from  the  budget  breakdown,  the  PR  campaign  around  launching  Roads  for  
Relief  will  be  an  expensive  venture.  However,  the  research  we’ve  provided  and  will  
continue  to  monitor  show  that  these  initiatives  will  pay  off  in  terms  of  improving  brand  
image  within  the  minds  of  U.K.  citizens  and  legislators.    
 
 
 
Evaluation  Plan  
 
Within  the  first  few  weeks  of  Road  for  Relief’s  work  in  the  Congo,  we  will  be  able  to  
measure  the  effectiveness  of  the  publicity  campaign  during  the  time  period  prior  to  launch.  
This  will  also  serve  to  provide  indicators  if  public  opinion  on  Uber’s  brand  identity  is  
starting  to  change  or  has  changed  at  all  during  the  campaign.  To  best  understand  this,  we  
will  evaluate  the  following  criteria:    
 
Quantitative  Evaluation:  We  want  to  ensure  our  PR  efforts  are  making  a  noticeable  
impact.  The  following  show  the  ways  in  which  we  will  measure  our  efforts:  
o Increase  in  number  of  hits  on  the  Roads  for  Relief  website  from  before  
and  after  launch  
o Goal  of  1  million  viewers  for  BBC  special  
o Use  Hootsuite  to  track  social  media  hits,  retweets,  page  views,  etc.  
o Increase  in  amount  press  coverage  on  Roads  for  Relief  initiative  after  BBC  
special  by  14%  
o Goal  of  200,000  GBP  in  donations  made  to  cause  through  Red  Cross  
website  throughout  duration  of  PR  campaign  
o Bounce  rate  in  Google  with  SEO  
o Increase  in  number  of  regular  subscribers  for  The  Red  Cross  by  10%  
 
  
 
 
Long  Term  Evaluation:  More  generally,  we  plan  on  also  using  qualitative  data  such  
as  surveys  post-­‐PR  campaign  to  see  if  there  has  been  a  change  in  consumer  attitudes  
on  Uber  since  the  launch.  
 
o Survey  of  U.K.  consumers’  opinions  on  the  brand  after  the  publicity  
campaign  ends  to  see  tangible  results  on  attitude  change  
o Focus  group  post-­‐PR  campaign  to  get  in-­‐depth  look  at  consumer  
perceptions  on  the  Roads  for  Relief  campaign  and  Uber  in  general  
 
 
 

 
Example  Collateral    
 
To  show  samples  of  press  materials  we  would  use  to  launch  this  campaign,  we’ve  provided  
the  following  documents:  a  pitch  letter,  a  media  advisory  &  a  press  release    

 
 
 
 
 
 
 
 
 
 
 
 
 
Mr.  Sam  Knight  
Contributing  Writer  
The  Guardian    
London,  United  Kingdom  
SKnight@yahoo.co.uk  
 
 
Dear  Sam,    
 
On  September  16,  2016,  Uber  will  continue  its  “world  takeover”  in  an  unexpected  and  
economically  undesirable  market:  the  Democratic  Republic  of  Congo.    
 
Under  a  new  campaign  titled  Roads  for  Relief,  Uber  has  partnered  with  the  Red  Cross  to  
create  a  ten-­‐year  long  project  aimed  to  bridge  distances  throughout  the  massive  country  by  
constructing  roadways.  Given  the  Congo’s  hilly  terrain  and  economic  difficulties,  very  few  
roads  fit  for  cars  currently  exist,  making  it  extremely  difficult  to  transport  medical  supplies  
into  the  impoverished  nation.  Only  20%  of  the  population  in  the  DRC  currently  has  access  
to  healthcare  because  of  these  issues.  Uber  has  made  alleviating  this  problem  its  personal  
mission.  
 
Because  of  your  recent  in-­‐depth  exposé  “How  Uber  Conquered  London,”  I  thought  you  
could  be  interested  in  covering  Uber’s  Road  for  Relief  initiative.  By  the  time  the  project  
officially  begins  in  September,  there  will  be  over  35,000  Uber  cars  in  London  alone.  London  
is  currently  the  fifth  largest  market  for  Uber  and  first  largest  in  Europe.  Given  Mayor  
Johnson’s  favorable  stance  on  Uber’s  expansion  in  London,  the  company  expects  to  
continue  its  rapid  expansion  and  adoption.    
 
To  show  consumers  the  work  Uber  will  conduct  in  the  Congo,  Uber  has  partnered  with  Eon  
Reality  to  create  a  virtual  reality  application  available  for  iOS  and  Android.  This  app  will  
take  the  viewer  directly  inside  the  world  of  a  relief  worker  in  the  Congo,  exposing  the  rider  
to  the  dire  conditions  in  the  struggling  nation.  This  app  can  be  seen  with  a  Google  
Cardboard  Headset.  Uber  will  provide  one  headset  per  every  car  in  London  starting  July  10.    
 
 
Uber  has  also  organized  a  BBC  special  premiering  on  September  3  highlighting  Uber’s  
Roads  for  Relief  campaign.  The  special  features  a  personal  interview  with  Uber  executives  
including  CEO  Travis  Kalanick,  representatives  from  the  Red  Cross  as  well  as  humanitarian  
groups  currently  working  in  the  Congo.  
 
 
I’ll be in touch soon to discuss a possible interview. Look forward to speaking with you.

Sincerely,

Joanna Alden
Media Director
FOR IMMEDIATE RELEASE Contact: Joanna Alden
June 27, 2016 07413805525
jalden@uber.uk

UBER TO LAUNCH NEW CAMPAIGN “ROADS FOR RELIEF”

Uber will partner with the Red Cross to build roads in the Democratic Republic of Congo
 
 
LONDON   – Uber CEO Travis Kalanick along with select members from the Red Cross U.K.
will hold a press conference announcing Roads for Relief – an initiative to build  roads  
throughout  the  Democratic  Republic  of  the  Congo  (DRC)  to  help  improve  transportation  
routes  in  the  world’s  most  impoverished  nation,  Thursday,  June  30,  2016  at  11  a.m.  
outside  Uber’s  U.K.  office,  17  Grosvenor  Gardens,  London  SW1W  0BD.

Beginning  in  September  2016,  Uber  will  launch  a  ten-­‐year  long  project  aimed  to  bridge  
distances  throughout  the  DRC  by  constructing  roadways.  Given  the  Congo’s  hilly  terrain  
and  financial  limitations,  very  few  roads  fit  for  cars  currently  exist,  making  it  extremely  
difficult  to  transport  medical  supplies  into  the  country.  Uber  has  made  alleviating  this  
problem  its  personal  mission.  
 
 
WHO:
UBER
THE RED CROSS
UBER CEO TRAVIS KALANICK
UBER U.K. GENERAL MANAGER JOE BERTRAM
RED CROSS U.K. CHIEF EXECUTIVE MIKE ADAMSON
RED CROSS U.K. DIRECTOR OF COMMUNICATIONS ZOE ABRAMS
EON REALITY MANAGING DIRECTOR IN THE U.K. KEN SWAIN

WHAT:
ANNOUNCEMENT FOR ROADS FOR RELIEF, NEW CAMPAIGN FROM UBER AND
THE RED CROSS TO BUILD ROADS IN THE DRC

WHEN:
THURSDAY, JUNE 30, 2016

WHERE:
OUTSIDE UBER’S U.K. OFFICER
17 GROSVENOR GARDENS, LONDON SW1W 0BD

###
 
FOR IMMEDIATE RELEASE Contact: Joanna Alden
June 30, 2016 07413805525
jalden@uber.uk

UBER LAUNCHES NEW CAMPAIGN “ROADS FOR RELIEF”

Uber partners with the Red Cross to build roads in the Democratic Republic of Congo
 
 
LONDON   – Uber CEO Travis Kalanick along with select members from the British Red Cross
announced a new campaign titled Roads for Relief – an initiative to build  roads  throughout  the  
Democratic  Republic  of  the  Congo  (DRC)  to  help  improve  transportation  routes  in  the  
world’s  most  impoverished  nation.  

Beginning  in  September  2016,  Uber  will  launch  a  ten-­‐year  long  project  aimed  to  bridge  
distances  throughout  the  DRC  by  constructing  roadways.  Given  the  Congo’s  hilly  terrain  
and  financial  limitations,  very  few  roads  fit  for  cars  currently  exist,  making  it  extremely  
difficult  to  transport  medical  supplies  into  the  country.  Uber  has  made  alleviating  this  
problem  its  personal  mission.  
 
“At  Uber,  it’s  our  goal  to  bridge  the  gaps  between  locations  to  make  a  more  interconnected  
world,  and  now  we  must  focus  these  efforts  on  decreasing  the  distances  between  patients  
and  hospitals,”  Uber  CEO  Travis  Kalanick  said.  “We  want  to  help  the  people  of  the  Congo  in  
the  best  way  we  know  how:  improving  transportation.”  
 
Uber  has  pledged  to  get  individual  consumers  aware  and  inspired  about  the  current  plight  
in  the  DRC  by  allowing  Uber  riders  to  enter  the  world  of  the  Congo,  virtually.  Uber  has  
partnered  with  Eon  Reality  to  create  a  virtual  reality  application  available  for  iOS  and  
Android.  This  app  will  take  the  viewer  directly  inside  the  world  of  a  relief  worker  in  the  
DRC,  exposing  the  rider  to  the  dire  conditions  in  the  struggling  nation.  This  app  can  be  seen  
with  a  Google  Cardboard  Headset.  Uber  will  provide  one  headset  per  every  car  in  London  
starting  July  10.  
 
“We  wanted  to  develop  this  app  with  Eon  so  we  could  really  transport  our  customers  into  
the  world  people  in  the  DRC  live  in  so  they  could  personally  envision  the  terrible  
circumstances,”  Uber  U.K.  General  Manager  Joe  Bertram  said.  “It’s  one  thing  to  read  about  
statistics  in  the  news,  but  it’s  quite  another  to  feel  like  you’re  actually  experiencing  life  in  a  
dangerous  country.  We  believe  this  will  really  resonate  with  our  customers  and  ensure  
them  that  Roads  for  Relief  can  do  some  serious  good.”    
 
 
About  Uber  
 
Uber  Technologies  Inc.  is  an  American  multinational  online  transportation  network  
company  headquartered  in  San  Francisco,  California.  It  develops,  markets  and  operates  the  
Uber  mobile  app,  which  allows  consumers  with  smartphones  to  submit  a  trip  request  
which  is  then  routed  to  Uber  drivers  who  use  their  own  cars.  As  of  April  12,  2016,  the  
service  was  available  in  over  60  countries  and  404  cities  worldwide.  Uber  was  founded  as  
"UberCab"  by  Travis  Kalanick  and  Garrett  Camp  in  2009  and  the  app  was  released  the  
following  June.  Beginning  in  2012,  Uber  expanded  internationally.  In  2014,  it  experimented  
with  carpooling  features  and  made  other  updates.  By  late-­‐2015,  Uber  was  estimated  to  be  
worth  $62.5  billion.  
 
 
About  British  Red  Cross  

The British Red Cross helps millions of people in the UK and around the world to
prepare for, respond to, and recover from emergencies, disasters and conflicts. Our
volunteers and staff help people in crisis to live independently by providing support at
home, mobility aids and transport. We also teach first aid skills. We are part of the
global Red Cross and Red Crescent humanitarian network.  
 
 
About  EON  Reality  
 
EON  Reality  is  the  world  leader  in  Virtual  Reality  (VR)  and  Augmented  Reality  (AR)  based  
knowledge  transfer  for  industry,  education,  and  edutainment.  EON  Reality’s  success  is  tied  
to  its  belief  that  knowledge  is  a  human  right  and  should  be  available,  accessible,  and  
affordable  for  every  human  on  the  planet.  To  carry  this  out,  EON  Reality,  since  1999,  has  
developed  the  de-­‐facto  standard  for  Augmented  Reality  and  Virtual  Reality  based  
knowledge  transfer  software  that  supports  devices  from  mobile  phones  to  large  immersive  
domes.  EON  Reality’s  global  app  development  network,  with  twenty-­‐two  locations  
worldwide,  has  created  the  world’s  leading  AR/VR  library  for  knowledge  transfer  with  over  
7,000  applications.  Over  36  million  people  worldwide  have  downloaded  these  applications.  
For  further  information,  visit  www.eonreality.com.  
 
 
 
###