New Uber PR campaign to sway city hall could backfire, expert warns

Ahead of a city hall decision that would regulate ride-sharing industries, Uber launched a PR campaign Tuesday to sway Toronto city councillors by encouraging the public to share positive stories of using the service. But one expert warns the effort may backfire.

“With the vocal support of Torontonians, we’re hopeful that city council with vote for a better Toronto in May,” said Ian Black, general manager for Uber Canada.

Using the Uber-created hashtag #TO4UBER, people on Twitter urged councillors to vote in favour of the company, which has been operating outside taxi bylaws for four years. An online petition was also created.

But inviting public feedback like this could be a risky move, according to social media expert Tom Vassos.

He added that this type of social media campaign is more advisable for companies that aren’t embroiled in controversy, as the Silicon Valley startup is with its UberX service.

READ MORE: Toronto taxi drivers defy mayor as anti-Uber protest rages on

Within hours there were several posts that co-opted the hashtag to voice opposition to Uber’s entrance into the city’s transportation ecosystem.

At issue in the past has been the company’s use of “surge pricing” during peak times.

At its morning press conference the company introduced three people the company says embodies the positive contributions ride-sharing makes to the city.

Claudia Bohorquez is a single mother and Uber driver who says the service afforded her more financial freedom and flexiblilty.

“I’ve met seniors, women, and young people who do this. Every story you hear is someone who’s been given an opportunity.”

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Another, accessibility consultant Tracy Schmitt who’s helped guide the company’s accessibility approach, said it’s her only real option compared to taxis.

“I fly, and when I’m waiting in airports I’m sometimes waiting three, four hours for an accessible taxi,” she said. “As a four-way amputee, if I need a ride I know with Uber they are going to be there in three minutes.”

The company says their service reduces congestion, improves community safety and stimulates the local economy through ancillary services like UberEats.

WATCH: Uber Canada general manager says ride-sharing regulation must be different than taxi regulations

1:49 Uber Canada GM says ride-sharing regulation must be different than taxi regulations

But Ryerson University professor Gabor Forgacs says no studies have yet substantiated those claims. “Are they plausible? We can’t say they are not. However, their true impact should come from reliable data,” he said.

Uber has published its own study touting the benefits of their service in Chicago, where a similar publicity campaign was launched.

Black stopped short of saying whether the company would pull out of Toronto if forthcoming regulations to be voted on in May are too onerous. It did just that when Calgary passed rules that included an annual licensing and inspection fee, along with criminal record checks for drivers.

Those added “red tape” that imposed too high a cost for part-time drivers, who make up the bulk of Uber operators, Black said.