Presentation Title

Navigating the Crisis Environment: An Analysis of Uber’s Communication Strategies

Start Date

November 2016

End Date

November 2016

Location

HUB 302-164

Type of Presentation

Poster

Abstract

With the rise of the sharing economy, startup companies are revolutionizing how corporate communication messages are implemented. Organizations are now expected to take corporate social responsibility seriously by creating policies and programs that demonstrate their concern to stakeholders. This study provides an analysis of Uber’s communication messages from their Newsroom articles and official press releases to discover how this company navigates various crisis situations. Additionally, it examines how Uber’s innovative culture impacts their responses. A total of 203 Uber Newsroom articles and 9 official press releases issued between October 2014 and October 2016 were analyzed to explore the types of communication messages and responses the company displayed and whether a pattern of communication existed. First, I created a timeline of Uber’s potential crises and organized the events by crisis type. Then, I categorized all of the company’s Newsroom articles and press releases. Some of the popular categories included lifestyle, partnerships, and new beginnings. Subsequently, I compared Uber’s crisis situations with communication messages they released before and after the crisis to better understand the company’s response strategies. This study provides insight on how Uber breaks the rules of standard corporate communication by responding to crises in unconventional ways. More specifically, Uber responds to crises indirectly by describing current partnerships and lifestyle activities they implement in hopes of fostering relationships and improving their reputation with stakeholders.

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Navigating the Crisis Environment: An Analysis of Uber’s Communication Strategies

HUB 302-164

With the rise of the sharing economy, startup companies are revolutionizing how corporate communication messages are implemented. Organizations are now expected to take corporate social responsibility seriously by creating policies and programs that demonstrate their concern to stakeholders. This study provides an analysis of Uber’s communication messages from their Newsroom articles and official press releases to discover how this company navigates various crisis situations. Additionally, it examines how Uber’s innovative culture impacts their responses. A total of 203 Uber Newsroom articles and 9 official press releases issued between October 2014 and October 2016 were analyzed to explore the types of communication messages and responses the company displayed and whether a pattern of communication existed. First, I created a timeline of Uber’s potential crises and organized the events by crisis type. Then, I categorized all of the company’s Newsroom articles and press releases. Some of the popular categories included lifestyle, partnerships, and new beginnings. Subsequently, I compared Uber’s crisis situations with communication messages they released before and after the crisis to better understand the company’s response strategies. This study provides insight on how Uber breaks the rules of standard corporate communication by responding to crises in unconventional ways. More specifically, Uber responds to crises indirectly by describing current partnerships and lifestyle activities they implement in hopes of fostering relationships and improving their reputation with stakeholders.