A tip for Uber: Sometimes the best PR strategy is to do something that isn’t rational

Definitely agree with this. Follow the “Don’t be an A*****e” Rule!


What the car-hailing service Uber likes to call “surge pricing” makes a lot of sense as a way of managing the supply of cars: during periods of high demand, the company boosts the price of a ride booked through its app, as a way of encouraging more drivers to respond. When disaster strikes, however, that kind of rational explanation doesn’t fly for a lot of users — instead, they like to call it “price gouging.” It happened during Hurricane Sandy, and it happened again during the massive floods in Toronto on Monday, and the result was a great lesson in how not to do PR for your startup.

Toronto, where Uber has been operating since last year, was hit by a record-setting storm on Monday: the Canadian city of 2.6 million people got as much rain in two hours as it usually gets in an entire month — an…

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