Express Taxi Crisis Management – 2014
The Challenge:
In 2014, a series of robberies on the passengers of ‘white taxis’ took place in Jakarta. News and allegations immediately surfaced that these were specifically ‘Express’ cabs, since some of the victims believed that they were riding express cabs. Imogen PR was engaged by the Express Group to mitigate and defuse the crisis and restore public trust to the Express taxi brand.
The Approach:
Working closely with the Group, police investigators, influencers, and our media network, Imogen PR countered the allegations leveled at Express cabs on the media and social media by releasing investigation facts, explanations, known facts. Imogen PR organized several press conferences and releases that disseminated and amplified the facts of the robberies, including those that show that none of the robberies actually took place in Express taxis. We also engaged key senior stakeholders and influencers to help us amplify the messages.
The Results:
The massive publications arranged by Imogen PR managed to not only mitigate the issues in the media, but also switched the media narrative. The media switched from saying that the robberies took place in ‘Express taxis’ to ‘unknown white taxis.’ Engaged influencers on social media, as well as organic support, also managed to switch the conversation to generally supportive of Express Taxi.
