Myanmar · Corporate Leadership & Reputation
Uber: Establishing a Ride-Hailing Footprint in Myanmar
Uber entered Myanmar and needed to establish itself as a leading ride-hailing app. Ruder Finn Era developed and ran its media relations strategy as a PR retainer until the regional Grab acquisition ended the contract, producing 112 media exposures in three months with 100 percent positive coverage and no crises.
The challenge
Uber entered Myanmar and wanted to establish its footprint quickly as a leading ride-hailing app, in a market where ride-hailing was new, taxi culture was entrenched and the regulatory and reputational environment for foreign technology platforms was uncertain.
The company needed a local media relations partner who could build positive awareness of the service while managing the issues that typically follow a ride-hailing launch, so that the entry created momentum rather than controversy.
Our solution
Ruder Finn Era, then ERA Communications, developed the media relations strategy for Uber's market entry and ran it on the company's behalf as a retained PR agency. The approach balanced proactive storytelling about the service, its drivers and its riders with disciplined issues management, so that coverage stayed positive as the service scaled.
The retainer continued through the critical early months of operation and until the regional acquisition of Uber's Southeast Asian business by Grab, at which point the contract naturally came to an end.
The results
The first three months produced 112 media exposures, all positive, with no crises during the market entry period.
- Client
- Uber
- Market
- Myanmar
- Services
- Strategy and Advisory, Crisis, Issues and Reputation
- Engagement
- Retainer
