Communication and PR professionals at Uber are required to identify ways to support sexual harassment organization policies, while advancing organizational commitment and understanding. One tactic to achieve this would be by collaborating with influencers in the industry to communicate Uber’s implementation of safety initiatives, as well as the organization’s support for awareness about sexual harassment (Dozier et al., 2013). The use of influencers in the PR campaigns to endorse Uber’s safety initiatives, for example, will earn credibility for the organization’s strategy by having the influencer communicate with the public about why they appreciate Uber’s new anti-sexual harassment drive. Most importantly, the influencer’s audience, content style, and aesthetic must be aligned with Uber’s customer base in order to succeed as a PR tool for the company.
Secondly, the PR campaign should focus on the creation of content; rather take on the more traditional advertisement format (Dozier et al., 2013). In this case, using tools like native advertising and sponsored posts will enable Uber to create content that is rich and user-specific, thus telling a story relevant to the customer’s experiences with Uber rather than a sales or promotion pitch. The creation of content about Uber’s anti-sexual harassment strategies is essential because customers have a wider choice on the type of content they can engage, which will require Uber to understand the driving force behind the customer’s choice of content to engage with (Dozier et al., 2013).
Therefore, Uber will use interactive campaigns on social media and responsive videos with the aim of enhancing their customization and attracting the attention of customers online to their anti-sexual harassment policies. Finally, it is also important to give more exclusivity to traditional mass media in this PR campaign using broadcast show, dailies, and commuter papers which Uber travelers are likely to engage with. Offering the media outlet an exclusive angle on the sexual harassment policies will help Uber earn an editorial with these media platforms, which remain more trusted by the public (Dozier et al., 2013).
The most important metrics in this PR campaign will be those that help Uber understand whether their PR communications strategy aids in achieving the overall goal of enhancing the company’s image specifically in light of the sexual harassment allegations. The evaluation measures will help determine whether the communication strategy effectively connects with the audience, as well as whether the audience participates in the campaign, discover more from the campaign, and learn more from the offered content (Austin & Pinkleton, 2015). In addition, the evaluation strategy should also provide information on how the PR campaign strategy may be enhanced or improved. One of the most important metrics for evaluating the campaign’s effectiveness is activity metrics, which can aid the organization comprehend better the success of their communications strategy. These metrics aid the organization in assessing their content production and sharing process, as well as whether the target audience is interacting with the content, for example by tracking mentions on Twitter on Facebook (Austin & Pinkleton, 2015).
Reach metric can also be used to evaluate the size of the PR campaign’s audience, as well as determine the suitability of this audience for the message communicated by the PR campaign. More importantly, reach metrics will also help Uber appreciate the target audience that potentially interacts with their message and may include measuring the geographic location of customers who interact with the content (Austin & Pinkleton, 2015). Thirdly, Uber may also use engagement metrics to understand how effective the PR campaign’s message is, as well as the impact that the communications have on the target audience. In this case, Uber would measure how and when the target audience engages with the campaign’s content, as well as their interaction with the company’s message. Finally, evaluating impact metrics will aid Uber in assessing the shifting of attitudes and behaviors about the organization’s sexual harassment problem as a result of the PR campaign (Austin & Pinkleton, 2015).
- Austin, E. W., & Pinkleton, B. E. (2015). Strategic Public Relations Management: Planning and Managing Effective Communication Campaigns. London: Routledge
- Dozier, D. M., Grunig, L. A., & Grunig, J. E. (2013). Manager’s guide to excellence in public relations and communication management. London: Routledge