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Case Study
Uber Technologies
The Challenge
Local agencies have continued to struggle with how to integrate new transportation technologies into existing transportation infrastructure and balance their benefits against environmental sustainability goals.
Our Strategy

The Madaffer Enterprises team has represented Uber in its relationships with San Diego International Airport and the City of San Diego since early 2017. At San Diego International Airport, Madaffer Enterprises worked to help Uber understand the airport’s policy goals while working to help airport staff understand the impacts of proposed policies aimed at incentivizing the use of low-emissions vehicles.
The Result

The outcome was a win-win that helped the airport achieve its greenhouse gas reduction goals while giving Uber flexible options for meeting those goas. More recently Madaffer Enterprises has worked with the City of San Diego on behalf of Uber to ensure that dockless scooter policies minimize conflicts between cars, pedestrians and scooters, while maximizing opportunities for residents and visitors to get around using alternatives to cars.

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Frequently Asked Questions
What is Public Affairs?

Public Affairs is about building trust and often includes creating a strong brand and great reputation to allow you to build relationships with the public. For your company, those relationships might be with the general public; consumers – potential customers and clients; investors; employees; government officials, agencies and regulators; and the media. Great PR creates mutually beneficial relationships and incites change. Great PR can help you change behaviors and opinions in your favor.

What is Media Relations?
Media relations is such an important and well-known component of public relations that people often mistakenly believe that PR is media relations. Our media relations professionals work with members of the media to publicize companies and their products through what we call "earned media coverage." Earned media coverage happens when the news features your company, brand product, service or spokesperson. Unlike advertising, which sponsors the news, public relations uses earned media coverage to integrate you into the news content, not leave you a separate entity from that content. Earned media coverage appears in print, broadcast and online media. Madaffer Enterprises can show you how to maximize your media relations efforts.
Why should I use PR instead of advertising?
No one tunes into the news to see who's advertising; people switch to news channels and visit news websites because that's how they ensure they're informed, educated and entertained. Do you regularly turn to any website, TV show, newspaper or magazine for the advertisements?

Studies show that people are far more likely to believe a news story than an advertisement, and the ROI on public relations leaves advertising's ROI in the dust. People have trained themselves to ignore advertising. For less cost than advertising, PR creates a more credible message.

Will I be buying articles, advertising or space?
No. We will be working to acquire earned media placement of stories about your company. With earned media, unlike advertising, companies do not pay for placement of news stories. One of the key advantages of public relations over other marketing channels is that earned media helps establish credibility for a company and its products or services. PR is not instant or overnight, but it is a very powerful way to build your company's brand and reputation.
Why choose Madaffer Enterprises?
Because our clients love us. According to a survey, nine out of 10 Madaffer Enterprises clients are either “highly likely” or “extremely likely” to refer us to their colleagues and friends.

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