<h4>Background Reading</h4>
<ul>
 	<li><strong>Article: </strong>(2017, June 21). Travis Kalanick resigns as CEO of Uber. <em>CBC News</em>. Retrieved from: <a href="http://www.cbc.ca/news/business/travis-kalanick-resigns-as-ceo-of-uber-1.4170614" target="_blank" rel="noopener noreferrer">http://www.cbc.ca/news/business/travis-kalanick-resigns-as-ceo-of-uber-1.4170614</a>.</li>
</ul>
<h4>Instructions</h4>
It’s June 21, 2017 and you just started in the Communications Department at Uber. Today, the company announced its Chief Executive Officer Travis Kalanick is resigning. Please read the background article for information as to why this is happening.

Your boss, the Vice President of Communications, has asked you to contact the following groups of people and update them on the situation:
<blockquote>
<ul>
 	<li>Uber drivers</li>
 	<li>Investors in the company</li>
 	<li>Customers</li>
</ul>
</blockquote>
There is a lot of new information and not all of it may be relevant for each audience. Here is a high-level summary of what is going on at the company both currently (as of June 2017) and earlier this year. It is based off of <a href="https://www.vox.com/new-money/2017/6/21/15845052/uber-travis-kalanick-resigns" target="_blank" rel="noopener noreferrer">this article</a>:
<blockquote>
<ol>
 	<li>Last week the attorney general of the United States published a report about Uber saying the company faced systemic problems with sexism in the workplace. Uber fired one of its top executives after this report came out and Kalanick said he was taking a leave of absence from the company.</li>
 	<li>Several of the top positions at Uber are currently not filled.</li>
 	<li>Investors sent Kalanick a letter demanding his resignation as CEO. He still remains a major shareholder in the company and on the board of directors.</li>
 	<li>Uber is under a federal criminal investigation because of software it designed which allegedly misleads local regulators seeking to impose municipal tax law regulations on the company.</li>
 	<li>Uber paid $20 million to settle Federal Trade Commission allegations that it had overstated driver earnings. The company admitted to miscalculating driver pay in the New York area.</li>
 	<li>A video of Kalanick lecturing a driver surfaced online and the then CEO had to publicly apologize for his words.</li>
 	<li>In 2016 Uber lost $2.8 billion and in the first three months of 2017 it has lost $708 million.</li>
</ol>
</blockquote>
<strong>Download <a href="https://courses.edx.org/assets/courseware/v1/be584a538628a2d32a85b280666ca73e/asset-v1:UBCx+COMM220x+2T2020+type@asset+block/M1-Final_Assessment_1-Worksheet.doc" target="_blank" rel="noopener noreferrer">this worksheet</a>, and use it to answer the following questions based on the information above for each group of people (Uber drivers, investors in the company, and customers). </strong>
<blockquote>
<ol>
 	<li><strong>Describe the audience. What characteristics do they have relevant to the communication?</strong></li>
 	<li><strong>What is the purpose of communicating with this audience?</strong></li>
 	<li><strong>What pieces of information (based on the 7 above) are the most important to this audience and why? (You can use the numbers to make describing the new information easier).</strong></li>
 	<li><strong>What form of communication or channel is the most appropriate in this circumstance? Explain your answer.</strong></li>
</ol>
</blockquote>
<strong>Please write in full sentences and proofread your work. Aim for 50 - 100 words per question. No independent research is required and citing your sources is not necessary for this particular assignment. When you have completed the worksheet, save it as a PDF file and upload it into the submission area below.</strong>

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