Public RelationsIndividual assignment 1

Tsang yin ki 10586682

Introduction

The Kowloon motor bus company (1993) limited (KMB) North district (ND) bus reorganization in the North on major bus reorganization plan is Hong Kong's first "regional model" bus route rationalization plan. Reorganization of bus routes and the general is difference, In the "regional model", the optimization of the region through short feeder routes, reducing overlapping routes, etc., in order to be more efficient will be connected to the local bus stop passengers, allowing passengers to ride outside the district long-distance services. The restructuring plan implemented in three parts. The first phase of restructuring include, adjusting rural North line frequency, line frequency part of the North region and enhance access services.To strengthen the North and from the South Kowloon districts route services additional overnight services and the creation of new routes to West Kowloon districts. The second phase of restructuring include adjust North District Line 70K as a major feeder routes, adjust the North district from the East Kowloon, Tai Po, Sha Tin, Yuen Long districts route service. And the last phase of restructuring is about strengthening the service line on the North district from Hong Kong Island. This reorganization plan affected different groups in the society. Also they have different viewpoint and concerns on this issue. We call those different groups who related to the issue-stakeholders. Following part will identify three stakeholders related to this issue and illustrate their stakes in this issue respectively.

Stakeholder of reorganizationTo identify three stakeholder, its can be group of publics related to this issue. And I choose this three group, its because the plan will affect them a lots and my company need to know how is their opinion to keep the firm benefit. So that, the first stakeholder is my company Kowloon Motor Bus Company (1993) limited. They implement this plan is strengthen regional bus lines services to facilitate passengers to Sheung Shui and Wai Ming two transfer stations, and to strengthen the outer region of the fast lane connecting services for residents of the northern provide faster, more direct, more comprehensive coverage of bus service. Therefore, when the service improve and higher efficiency, we will get more customer to take bus to be their first choice of public transportation. Thus, we will get more profit after the plan success. Passenger is the second stakeholder. They basically depend on the transportation price, efficiency and how many passengers take it to consider take what transportation. In the early stages of plan implementation, the bus line may not totally complete and cover the whole district, it will bring some inconvenience to passengers because the passengers cant find the bus which can arrive their destination and may be need to take one bus to the other station change bus to go to it which mean they cant go to destination directly. So that, the passengers consider this point which make the efficient lower and the price higher because need to change bus line, its make passenger lost many time and give two time price. Therefore, passengers may take other transportation to replace bus. The last stakeholder is government. The government support the issue because on the government side the new arrangement will benefit local residents better - by eliminating overlapping routes, by redirecting some of the routes so as to serve more people and by eliminating under-utilised routes - and use the spare resources for either installation of new routes or increasing the frequency of service level of existing routes. We would like to present a more holistic picture. The advantage of rationalisation is not just to improve service to the public or local traffic; it will also help to eliminate unnecessary roadside pollution, which is the subject of a recent Director of Audit's Report. all the district leaders have expressed support to this direction. They have also reminded the Government that we should make sure that we would improve passenger transfer arrangements and facilities and this is something that we would certainly pursue because this is the second component of our new strategy.To sum up, the KMB and government want to through bus route rationalization improve problem of transport services and road congestion, and even how to improve bus operating efficiency, it also has environmental implications. Because the road to reduce inefficient bus service, may also have to reduce emissions and the situation. In the other hand, the passengers not exactly like this plan because they need a period to adopt it.Public relations (PR) activitiesPublic relations activities include helping the public to understand the company and its products. Often, public relations are conducted through the media, that is, newspapers, television, magazines, etc. Public relations is often considered as one of the primary activities included in promotions. Then, I will decide two PR activities for passengers because they dont know a lots detail of the reorganization plan so I am planning to use press release and advertorials to let them know more detail of the plan and persuade them to support the plan.First of all, a press release is a news story written by an organization to promote a product, organization, or person. Consider how much better a story or a product recommendation is likely to be perceived when the receiver thinks the content is from an objective third party rather than an organization writing about itself. Public relations personnel frequently prepare press releases in hopes that the news media will pick them up and disseminate the information to the public. So that, I will give all the information to reporter, let them release to public, for example, more specific information like different bus line shuttle service, bus line adjustment, bus frequency, etc. thus, the passengers can find more details and check which bus line is appropriate to themselves.Secondly, Advertorials are advertisements in the form of news stories or reviews in newspapers. Advertorials allow you to associate your advertising with the credibility of the newspaper. Many businesses employ advertising or marketing professionals to help them develop TV advertorials - which are commonly used as a form of advertising and product placement. I planning to use this because its a easy way to promote our plan to the passengers and its a one way communication we can just put all the good staff in the advertisement, give them a good image of the plan. Basically, the advertisement is talk about bus change is not that complicated and its easy to change and promote the Interchange concessions. So that, its can break down their concept and turn it to positive.To conclude, passengers is the one who not really support our plan, therefore, the two PR activities is against them to decide. The target is let them understand the details of the plan.

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References 1. 1.0 1.1 North KMB bus route rationalization, KMB website2. Wireless News: " KMB said that it would be necessary for us to monitor passenger route adjustments ", 2013 -08-193. "Chief Executive's 2013 Policy Address " on page 1394. The Hong Kong Government Press Release: " lc ii Q12: Bus route rationalization ", 2013 -05-295. Oriental Daily: "15 " regional " bus route ", 2013 -01-186. Oriental Daily: " North rationalization of bus lines proposed interchange ", 2013 -01-307. " North District Council through the rationalization of bus routes," Commercial Radio News, July 8, 20138. " North bus route rationalization August 17 onwards in three phases," KMB release, 2013 -08-159. " North bus route rationalization Saturday to implement the second stage," KMB release, 2013 -08-2010. " North bus route rationalization Saturday implementation of the third stage," KMB release, 2013 -09-0411. " North bus route restructuring will be implemented over the sea was fought to postpone the fast lane opened, " Ta Kung Pao ,2013 -08-2112. " Qiu Zi Hui : public transport as an anti-poverty policies - On the North bus route restructuring plan ," Ming Pao ,2013 -08-07 ( Sina News )13. " North bus interchange reorganization elderly to pay more, " Ming Pao, 2013 -08-21 (Sina News)14. Scoop (2013-08-21), TVB15. KMB press release: "The government response to the implementation of the North route rationalization to " the elderly and people with disabilities qualified CPTF Scheme " eligible persons interchange concessions new arrangement ", 2013 -08-2416. TVB news programme "On the record", regarding bus route rationalization, 2013-06-09