“Look, Ragan Communications,” some of our valued readers might tell us, “it’s not up to you to save foot-in-mouth organizations from their own PR catastrophes.
“Tin-eared chief executives and organizations with snake-bitten PR luck will always be with us,” these pros might insist. “Take Uber, for instance.”
Indisputably. Yet failing to step in would mean that calamitous communications and pinheaded public positioning would triumph. We care too much about the industry to allow that.
This is why, with the hiring of Expedia’s Dara Khosrowshahi Sunday to lead the crisis-plagued ride-hailing service, we’re offering Uber a communications overhaul.
Just as we did with former White House spokesman Anthony Scaramucci, we will provide Khosrowshahi or a staff professional of his choice top-notch PR training before he shoots himself in the foot, reloads and does it again.
Whether through a Ragan conference, Ragan Training membership , PR University webinar or Ragan Consulting Group session (choose one), we can help Uber master a wealth of essential tactics and strategies. We’d be happy to get Khosrowshahi up to speed in a few areas that evaded his predecessor, Uber founder Travis Kalanick:
- Think first. Uber/“boober” jokes just might fall flat. Can’t figure out why? Ask a female employee (and try to keep your gaze above her neck).
- Go figure. Executive visits to karaoke/escort bars might lead to human resources complaints.
- Yes, you’re the CEO, but being caught on camera railing at one of your drivers (“Some people don't like to take responsibility for their own s---”) might not boost your career or engender warm feelings among employees or the public at large.
- The long arm of the law. Investigators frown upon organizations allegedly using their computing power to deceive inspectors.
- Sure, in an ideal world, you wouldn’t pay the saps at all. But in this life, underpaying your drivers could lead to lawsuits costing you tens of millions of dollars.
- Some mentions don’t count. Sexual harassment and discrimination charges generate the wrong kind of news media pickup—especially if your crisis reaches the point where you have to hire a former U.S. attorney general to investigate your own organization.
- Innovators don’t steal ideas. We’re not saying you did, just reporting The Guardian’s suggestion that such allegations from Google owner Alphabet’s self-driving car company Waymo “could be a fatal setback for Uber’s autonomous vehicle ambitions.” (It also doesn’t help to be accused of destroying evidence to cover your tracks.)
- Monikers matter. If you (allegedly) want to spy on a rival, we’ll help you think of a better name for your program than “Hell.” We’re thinking “Dummkopf,” in keeping with the theme of your German corporate name.
We at Ragan Communications are convinced that if Uber joins us in putting a shoulder to the fender, together we can push this PR wreck out of the ditch and get the PR engine puttering again.
Just in the nick of time
There’s not a moment to lose. The Guardian notes that the announcement of Khosrowshahi’s hiring “comes as the ride-hailing service fights allegations of sexism and racism that led to the ousting of its founder, Travis Kalanick.”
As the new chief settles in and takes a few whirls in his swivel chair, our trained experts would be happy to offer education that will keep the board, executives and former friends from mutinying.
After all, Khosrowshahi surely doesn’t want to share the fate of his predecessor. The New York Times reported in June that, “One by one, executives, board members, investors and even [Kalanick’s] close friends slowly fell away as Uber became embroiled in a seemingly ceaseless series of legal and ethical scandals …
“But Uber’s future became murkier this year when the company was pummeled by scandal after scandal, including sexual harassment accusations in the workplace, a Department of Justice criminal investigation into some of its methods, and an intellectual property dispute with a self-driving car rival. While Uber’s business continued to grow, Mr. Kalanick’s management style faced scrutiny and investors mutinied against him.”
The Guardian notes that Khosrowshahi must “reform the company’s workplace culture following accusations of sexual discrimination and harassment, recruit new executives including a chief financial officer and chief operating officer, and deal with numerous legal wrangles.”
Help for the clueless—as well as the clued-in
How better to start than by attending our Employee Communications, PR and Social Media Summit at Microsoft Oct. 4-6? It’s not just for high performers. Clueless organizations such as Uber will also gain from both its internal and external tracks.
Alternatively, our 2017 Leadership and Executive Communications Conference Sept. 18-19 would be an ideal place to brush up on leadership skills, such as not berating drivers and not belting out hits from “Grease” in seedy karaoke joints.
We’ll be holding the Brand Storytelling and Content Marketing Conference Sept. 27-29 at Coca-Cola’s headquarters in Atlanta. Also, might there be a good photo op with Goofy at our Social Media #Mashup at Disneyland Oct. 23-25?
Think about it: Khosrowshahi is probably itching to try out Uber services in another city.
Chat with the driver. Talk up the big pay settlement. Just remember: No boober jokes. You might be on camera.
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