Question
How do you build trust and a strong position in a social and political debate that is constantly evolving?
Uber wanted to strengthen its relationship with the media and other key stakeholders and more clearly communicate what the company stands for, at a time when issues such as platform work, entrepreneurship, and mobility were at the forefront of public and political attention.
Approach
Castro has been supporting Uber with strategic communications and media relations since 2021. We refine messaging and positioning, identify relevant moments in the public debate, and translate those into an active media strategy.
In doing so, we consciously invest in lasting relationships with journalists and newsrooms—not only when there is news to report, but especially outside of those moments. Through background briefings, proactive pitches, media training, and interview coaching, we build understanding of Uber, the market in which it operates, and the issues at play.
Communication and stakeholder management reinforce each other in this process: we incorporate current political and social issues into our communication strategy, and vice versa.
Result
Uber has established a firm foothold in the Dutch media landscape. The company and its spokespeople are featured in national media outlets such as *De Telegraaf*, *de Volkskrant*, and *EW Magazine*, as well as in relevant trade publications. This allows Uber not only to respond to the debate but also, increasingly, to set the agenda itself by raising specific topics and perspectives.
