Select One Of The Following Case Studies To Read And 935424

Select one of the following case studies to read and do research on from The Practice of Public Relations

Select one of the following case studies to read and do research on from The Practice of Public Relations : Race Relations with that Soy Latte? (page 59) Uber Success Brings PR Problems (page 102) Ethical Hammer Falls on Daddy Huxtable (page 124) Up Your Bucket for a Wonderful Cause (page 287) The Rise and Fall of Queen Martha (page 371) Write a 700- to 1,050-word paper and respond to the questions at the end of your selected case study to form the basis for your response. What went well regarding the PR response to the situation? What might you have recommended to improve the response? Cite PR concepts from your text, ERRs, or other sources to support the points you are making. Include two references with your paper. Format your paper consistent with APA guidelines.

Paper For Above instruction

The selected case study for this analysis is "Uber Success Brings PR Problems" (page 102) from The Practice of Public Relations. This case offers a compelling exploration of the challenges that rapid growth and success can bring to the public relations (PR) landscape of a burgeoning company. Uber, as a disruptive innovator in the transportation industry, exemplifies how success can attract both opportunities and crises, emphasizing the importance of strategic PR responses to manage reputation and stakeholder trust effectively.

In examining Uber's PR response, several aspects were executed well. Notably, Uber’s proactive communication efforts to address crises, such as responding to legal challenges, regulatory issues, and allegations of misconduct, demonstrated an understanding of the need for transparency and stakeholder engagement. For example, Uber’s use of direct communication channels, including press releases and social media, aimed to clarify the company's position and control the narrative. This aligns with the PR concept of issue management, which emphasizes early and transparent communication to build trust and mitigate damage (Lattimore et al., 2016).

Furthermore, Uber invested significantly in corporate social responsibility (CSR) initiatives aimed at improving its public image, including safety features, driver support programs, and community engagement. These efforts reflect strategic reputation management, which is critical in handling crises and maintaining stakeholder confidence. Uber’s approach to managing multiple crises involved appointing dedicated spokespeople and crisis teams, emphasizing the importance of coordinated efforts in PR response, as discussed by Coombs (2019).

However, despite these strengths, there were notable areas for improvement. One critical element was Uber’s initial delayed response to some controversies, which allowed negative perceptions to become entrenched. Research suggests that delayed responses can exacerbate crises, as stakeholders may fill information gaps with rumors or misinformation (Liu & McGuire, 2018). A more immediate and empathetic response could have mitigated some of the reputational damage.

Additionally, Uber's messaging sometimes appeared defensive rather than empathetic, which may have alienated key stakeholders. Empathy-driven communication, which demonstrates understanding and concern for stakeholder concerns, is a recommended PR best practice (Coombs & Holladay, 2012). An improved approach might have included public apologies where appropriate and more involvement of community voices to demonstrate genuine commitment to resolving issues.

From an ethical perspective, Uber’s PR responses also needed to uphold the core principles of truthfulness, transparency, fairness, and accountability. Incorporating authentic dialogue and acknowledging faults openly would align with the ethical standards outlined in public relations codes of conduct (PRSA, 2019). An emphasis on ethical communication could have further strengthened Uber’s credibility and stakeholder trust during tumultuous times.

In conclusion, Uber’s PR response had several admirable aspects, including transparency in some communications and investment in CSR initiatives. Nevertheless, improvements such as faster responses, more empathetic messaging, and stronger ethical accountability could have enhanced its reputation management efforts. Applying PR concepts like issue management, crisis communication, empathy, and ethical conduct can guide organizations in navigating high-pressure situations more effectively. Overall, Uber’s case exemplifies the importance of strategic and ethical PR practices in managing the complex realities of rapid growth and success in today's dynamic environment.

References

• Coombs, W. T. (2019). Ongoing crisis communication: Planning, managing, and responding. SAGE Publications.
• Lattimore, D., Baskin, O., Heiman, S., & Toth, E. (2016). Public relations: The profession and the practice (5th ed.). McGraw-Hill Education.
• Liu, B. F., & McGuire, T. (2018). Crisis communication and its effect on organizational reputation. Journal of Public Relations Research, 30(1-2), 47-66.
• PRSA. (2019). Code of Ethics. Public Relations Society of America. https://prsa.org/ethics/code-of-ethics