Strategic PR Planning

AMRC PROJECT

Team Members:Manisha TripathiNeha ShettyKshitij ShrimaliSaumya SinghNishant Dalwadi

Details of AMRC ProjectAhmedabad Metro Rail Project is being

handled by MEGA.

Ahmedabad Metro Rail Route

Formation of MEGACONSTITUTION

On 4th February 2010, a Special Purpose Vehicle (SPV) namely, Metro-Link Express for Gandhinagar & Ahmedabad (MEGA) Company Ltd. was incorporated by the Government of Gujarat to implement Metro Rail Project under the Companies Act, 1956.

Vision and Mission of MEGA “To provide safe, fast and eco-friendly rail based mass transit services to the

public at affordable rates while simultaneously catalysing dense and orderly urban growth”

Ahmedabad - Gandhinagar Metro rail project is being promoted with the objective of providing safe, fast and eco-friendly transportation services to the public at affordable rates while simultaneously reducing the congestion on the roads. The metro rail project will promote integration with AMTS, BRTS, Railways and other modes of public transit system.

The project aims to be a model project not only for the state of Gujarat, but also for the entire nation. This project holds the advantage of

Very responsive State Government and progressive leadership Relatively flat terrain Use of state of the art technology Minimum land acquisition Majority elevated track

MEGA is committed to deliver World Class state-of-art technology most cost efficient metro within the shortest time span possible in the country. The proposed metro will have majorly elevated structure, ballast-less tracks, air-conditioned coaches, GPS based rail tracking system, train destination indicators & stations with support infrastructure like automated fare collection, parking facilities, etc.

Aim of the projectMEGA aims to create a landmark metro rail

project not only for the state of Gujarat but also for the whole country. MEGA is committed to deliver most cost efficient metro within the shortest time span possible in the country. Seamless connectivity, minimum land acquisition, world class State- of- art infrastructure, fastest implementation, least construction cost are some of the key features of the project. 

Alignment DetailsThe total length of the route is 35.2km (approx) which

include 28.2 km elevated and 7.0 km underground section having 32 stations along this route. This will be phase 1 of the project. There will be two corridors in phase-1, viz. (i) North South Corridor starting from Motera stadium to APMC via Sabarmati, AEC, Sabarmati Railway Station, Ranip, Vadaj, Usmanpura, Ashram Road, Nava Gandhidham, Madalpur, Paldi, Anjali, and Vasna and (ii) East West Corridor starting from Thaltej Gam to Vastral Gam via Thaltej, Doordarshan Kendra, Gurukul Road, Commerce Six Road, Stadium, Ashram Road, Shahpur, Gheekanta, Kalupur Railway Station, Kankaria East, Apparel Park, Amraiwadi, Rabari Colony and Nirat Cross Road. 

Strategic PR planning for AMRCStrategic Comm.

Phase One:Formative Research

Analyzing the Situation

Analyzing the Organization

Analyzing the Public

Phase Two:Strategy

Establishing goals and objectives

Formulating action and response

Using effective communication

Phase Three:Tactics

Choosing communication

tactics

Implementing strategic

Phase Four:Evaluating Strategic Plan

Evaluating planned research issues cause crisis etc.

Formative ResearchAnalyzing the Situation:The AMRC project is being undertaken with theobjective of providing people with fast, cheap and eco-friendly transport. This is what needs to be promotedthe most. In comparison to other modes of transport,Ahmedabad Metro Rail is much efficient as it will helpavoiding traffic jams and reduce congestion of roads.

Formative Research• Analyzing the Organisation:Internal Environment: MEGA is an initiative taken by the

Gujarat Govt. MEGA claims to build world class state-of-art metro rail service with minimum land acquisition, air-condition coaches, GPS tracking system, spacious parking facilities, automatic fare collection system, elevated structure, etc. It claims to do so in the shortest span.

Public Perception: People know about the upcoming project but have vague ideas about it. Various news papers have covered some details about the project and shared its estimated rail –routes.

External Environment: It’s a public sector project carried out by Gujarat Govt. Tenders are being accepted.

Formative ResearchAnalyzing the Publics:The project aims at providing relief to the

general publicfrom the hassles of commuting and traffic jams.

It iskeeping in mind the need for speed. easy

access, costeffectiveness and dire need for traffic

regulation, all thatis required by the general public.

StrategyEstablishing Goals and Objectives:The goal of MEGA is to provide cheaper, faster,

andeasily accessible mode of transport for people.

Thisproject communicates to people that not only

will thismetro rail bring comfort to the people, but also

avoidcongestion of roads. It is assuring people that

theirjourney time will be reduced and world class

serviceswill be availed.

StrategyFormulating Action and Response

Strategies:The organization needs to take into account the

kind of response the public gives to the project and make sure to get constant feedback for the same. There may be some who may have problems of commuting till the time the construction is underway. They may oppose to such hassles. That is why, the organization needs to take all these inconvenience by the public into consideration and strategize a plan for the same.

StrategyUsing Effective Communication:The organization needs to choose an effective

medium to communicate their goals and objectives. They need to find such a medium which can spread information to mass audiences without any barriers or distortion.

TacticsChoosing communication tactics:Press conference held will give the chance for face-

to-face interaction between the organization and the media/public.We can make use of controlled media through newspaper articles and columns. We can send newsletters and annual reports to stakeholders, shareholders and internal publics. This can bring in trust in the organization.

We can make use of social media to promote the upcoming metro rail project and any other latest developments by creating forums and facebook pages so that regular feedbacks are availed by the general population.

We can promote TVC on youtube as well as in national and international seminars.

TacticsImplementing the strategic plan:From the making of the budgets to the step-

wise plans, every aspect of the project with its underlying objectives as well as strategies should be communicated. This will provide transparency to the entire workings of the project and help in building a goodwill in the eyes of the media as well as the public.

Evaluating ResearchEvery plan needs proper evaluation. In order

to do that, questionnaires need to be sent out to the general public. Mediums like Facebook and Twitter can be used to collect response. A programme can be formulated especially to know the views and opinions of the public.

Thank You