Step 1. Dance.
Step 2. Don’t mention Uber’s awfulness (everyone else is doing it for you).
Step 3. Increase marketing spend by 2x.
Step 4. And finally, don’t do anything evil. Seriously.

Note: For tMa’s tips for Uber’s PR team (far before the phrase “investigating journalists” ever crossed Emil Michael’s tongue) see our previous post from CEO Vanessa Camones.