In 2012 July, there is a horrible Typhoon “Vicente” attracted Hong Kong. More than 100 passengers were affected by the “MTR’s stranded passengers issue” and most of them remained stuck in trains or along platforms or in halls at several MTR stations for the entire night because of the MTR Corporation Limited base on the safety consideration ,they needed to stop the operation of the east rail line. Beside the stranded passengers the MTR’s staffs and the MTR stockholders were also affected by this trouble issue.
Stakeholders: Most of the people may think that those travel passengers were the most harmless affected In this case, however this may be only one side of the coin. In fact, most of the people may not discover the harmless effect is force in the MTR’s staff while the public opinion is only focus on the harmful effect of the passengers. The MTR’s staff did all their best in order to rush repair all the damages under the extremely poor weather but no one care about their effort and the most of the citizen only care about why the MTR would have this horrible problem solving and the compensation for their own.
Thus the MTR staff at least should be received a compensation of the overtime work and some respect. Beside the MTR staff the next victim is the MTR passengers who had come across this horrible case. Those people were directly affected by this case as they lost out their valuable time in this case. They may think that this problem leaded by the chief of operating of MTR. In fact most of the criticisms are also focus on how he due with this sudden accident. Last but not least, there are still many people are related to this case and here is another example, The MTR stockholder.
Stockholders are usually being affected by the poor performance of the firm or the unanticipated financial report. In this case, as most of the criticisms and the public opinions are accusing for MTR’s poor communication and post-incident arrangements, the stock price had been drop down immediately. Thus the MTR stockholders have to face a big lost on the shares. PR activities (concept part): Before setting the PR activities we should identify what is the problem of this case and set up an objective. In this case the problem is the people always think that MTR’s communication and the post-incident arrangements are ery poor no matter is the passengers or the staffs. In order to maintain the MTR’s reputation in a good situation the aims of the PR activities should improve the organization’s reputation within the eyes of the public. First we should do is using the communication tactics in order to draw the public’s awareness The useful way is though the interpersonal communications as it is the way that offers face-to-face opportunities for communicate. It may be a good chance for the people who were resentful at this ‘MTR’s stranded passengers issue” to ask for the compensation or other things like an apologize letter.
Especially it is the only chances for the people complain the MTR organization directly to the top manager or the chief of the operating of MTR. To another side of the coin, this may be also a good chance for the PR group to find the best way to persuasive those people who are the noisy minority to change their mind. If the noisy minorities have changed their mind, it will be a good opportunity to rebuild the reputation to the public and a chance to enclose the silent minority to become our supporter. Increase positive recognition and enthusiasm may be another effect of having a good PR plan.
As during the communication process it would have some noise to influence you to encode out the messages or influence the receiver to decode the massages. That’s why face-to-face communication is the most effective way to send out the important message or a good way to persuade or motivate your target group. PR activities (action plan): In this case I think the MTR staff would be the most important stakeholder as you know that the staff would be the valuable assets in the organization or a firm. They would form as a human capital or intangible assets in the firm.
Sometimes the staff would be more valuable than the customer thus the target group of public that I choose would be the staff. The first one would be the campaign for the MTR staff. During the campaign we would like to build up a message,” MTR is another home of yours”, to our staffs and make them feel “I should belongs to this MTR company, I am proud of being a member of MTR. Thus we would like to invite those staff and the staff’s family to our campaign. Beside the staff we also invite the top manager to attend this campaign and this would make the staff think that they have been respect.
It also would be a face-to-face time for the first-line staff and the top manager communicate together. As during the campaign the staff can come closely with the top managers and it may be a golden chance for them to strive for their own gain or some compensation of their heavy workload. On the other hands, it also would be a good chance for the top manager to trigger or build up awareness to the workers. It would be also a scarce opportunity for the top managers to listening the first line workers’ opinions and base on the opinions to reform the post-incident arrangements or base on the opinions to improve the services provided.
In the campaign the staff would receive some gift like the MTR’s ticket which provides free travel in Hong Kong for the staff and their family or giving some souvenir which are useful but with a lower cost like some octopus cover or some smart phone ornament and which have the MTR’s symbols. Besides giving the souvenir to the attendant we would also want to glorify those staffs that have an outstanding performance in this case. Beside the campaign, the MTR Company should rebuild the reputation though having the advertisement to show about what MTR did to protect the public especially the passenger and the workers.
An advertisement about what the staff did and lead to the public know the staff have already done their best and know more how the staff facing the unanticipated problem. This would trigger the public and make the public feel comfortable and trustful of the MTR services. It would be a chance to shift the public’s awareness to the right and positive track and show how we respecting our staffs. These all are the method that can minimize the cost but with a huge effect to the public including the passengers and staffs.
Referencing: Fan Feifei], [Chinadaily newspaper], [MTR is blasted after hundreds got stranded] [July 26, 2012 from http://www. chinadaily. com. cn/hkedition/2012-07/25/content_15614483. htm] [Virginia Yue, Fanling], [South China Moring post], [Most passengers stranded on MTR by typhoon have only themselves to blame], [July 26, 2012 from http://www. scmp. com/article/1008033/most-passengers-stranded-mtr-typhoon-have-only-themselves-blame] [MTR Limited Company], [Serving you], [no date] [from http://www. mtr. com. hk/eng/serve_you/index. html]