+

Nattaporn (JASMINE) Pornpithayalert PR334: Management of Public Issues

+Agenda

n  Overview

n  Environmental Scanning

n  Stakeholders Plan

n  Media Plan

n  Reputation Management

n  Crisis Plan

n  Sustaining the Resolution

+LYFT OVERVIEW

+Environmental Scanning

n  Online news articles

n  3 months : May – July 2014

n  Keywords: Lyft, Rideshare, Ridesharing, Uber, Sidecar, (rideshare) regulations, (rideshare) cease and desist, Rideshare news

n  Issues: (i) cease and desist orders

(ii) clashing with the taxi industry

(iii) disagreement with airports

(iv) safety concerns

+

(i) Cease and desist orders

n  May 14, 2014 – Ann Arbor City

n  June 5, 2014 – Virginia

n  July 2, 1014 – Pittsburgh

n  July 8, 2014 – New York City*

n  July 10, 2014 – Memphis

Environmental Scanning

“We’ve reviewed state transportation codes and believe we are following the applicable rules. We’ll continue normal operations as

we work to make policy progress.” !

+

(ii) Clashing with the taxi industry

Environmental Scanning

n  Protests

n  “Who’s driving you?”

n  Assembly Bill 2068 - Adrian Nazarian (D-Los Angeles)

+

(iii) Disagreement with airports

n  California airports: San Jose, Los Angeles International, San Francisco International, Oakland, and San Diego

Environmental Scanning

+

(iv) Safety concerns

n  Safety and security: background checks, vehicle inspections, insurance gap/coverage, driver interview/mentor session

n  Most media do not cover a story about these!!

Environmental Scanning

+

n  Great brand image

n  Being able to expand its business

n  Maintain good relationship with stakeholders

Objectives

+ Stakeholders Plan

+Stakeholders

n  Direct: Ridesharing companies – FRENEMY!

n  Indirect: Taxi industry (hostile)

Competitors

+Stakeholders

n  Senates, Mayors, Transportation Department, Public Utilities Commissions, Lawmakers

n  Supporters: Ed Lee’s San Francisco + Bill Peduto’s Pittsburgh

n  Susan Bonilla (D-Concord) – Assembly Bill 2293

n  Drivers carry $1M insurance “primary,” all the time that the app is on

n  California Insurance Commission & California Public Utilities Commission – support AB 2293

Government-related (mixed)

+Stakeholders

n  Accident = complicated

n  More money if drivers get “commercial” insurance

n  Lyft partnered with MetLife

n  Supporters of AB 2293 - Allstate, American Insurance Association, Association of California Insurance Companies (ACIC/PCI), Independent Insurance Agents and Brokers of California (IIABCal), National Association of Mutual Insurance Companies, Pacific Association of Domestic Insurance Companies, Personal Insurance Federation of California, and State Farm

Insurance Companies (mixed)

+Stakeholders

n  John Martin, SFO Director, declared ridesharing companies were operating illegally

n  Airports Permit

Airports (hostile)

+Stakeholders

n  Keep good relationship with reporters

n  Be ready and available

n  Respond within a half-day

n  Information material should be well-designed, clear number and figure (if used), and easy to understand

n  Contact information

n  Press (mixed)

n  Lyft for Good program

n  Partnership

n  Peers

n  Freelancer Union

n  RAW

n  Moovit

n  Interests (friendly)

+Media Plan

n  Newspaper

n  SF Chronicle

n  SF Gate

n  SF Examiner

n  Television

n  KRON4

n  CBS

n  ABC

n  NBC

n  Tech sites

n  Tech Crunch

n  Geek Wire

n  PC Mag

n  Wired

n  Business Insider

n  Lyft’s social media

n  Facebook

n  Instagram

n  Twitter

Traditional Media New Media

+Key Messages

n  We value community, safety, and security.

n  Lyft is a peer-to-peer transportation system, with safety front of mind. We have high-quality standards in our community. Drivers are screened thoroughly. We protect drivers, passengers, as well as people who share the street with us. We do rigorous background checks on drivers and the cars. We provide $1M liability in case when accident happens.

n  Lyft is not a taxicab.

n  Lyft abides by rules, laws, and regulations. We respect legality.

+

n  Inspiring and enlightening messages to the public

n  Taxi drivers have tuned to be the rideshare drivers

Reputation Management Recommendations

+

n  Lyft has helped people in the community to get a better life

Reputation Management Recommendations

“ Lyft, thanks for all the opportunities you have provided! I am able to make my own hours allowing me to spend time with my sons. I am able to make enough money to put food on the table and pay my bills. I have met and continue to meet awesome people that have became my friends! Thank you! ”

+Reputation Management Recommendations

+

n  “Your neighbor is driving you!” campaign

n  Behind the wheels are your friends

n  #LyftLove

Reputation Management Recommendations

+Crisis Plan

n  A physical fight between a taxi driver and Lyft’s driver

n  A fatal accident causing by a Lyft’s driver

n  Lyft’s customer wrecks a driver’s car – puking, eating and leaving a mess, passenger’s dog poop, etc.

Situations samples:

+Crisis Plan Recommendations

n  Driver’s discipline book

n  Passenger’s guidance pamphlet

+Crisis Plan

n  Complaints on the Internet that go viral and get media attention

Situations samples:

+Crisis Plan Recommendations

n  Respond

n  Reach out

n  Ask for more details

n  Get contact information

n  Press Release

n  Press conference

+

THANK YOU ! Questions ?