Right now, Uber’s PR team should be celebrating having secured feature pieces in both the FT and Vanity Fair, the latter of which could have successfully repositioned the brand from its helter-skelter course.
Rather than enjoying a few strong pats on the back however, that team is probably going to have to put on its firefighting gear, whilst wondering where the next blaze is going to start.
The fact is, it doesn’t matter how strong your PR team is if the company culture is wrong.
As such, Uber works as the perfect case study for anyone evaluating how not to operate during a global crisis. It’s hubristic leadership appears to lack the maturity or the composure to properly deal with the level of attack being levied against the brand. However, as one Bloomberg writer points out,
it is ultimately the investors who are accountable, and will decide the company’s fate. So give the poor Uber PR team a break and fix corporate culture before it eats itself.