Hong Kong Mtr

SPD4457 Strategic Public Relations

Individual Assignment

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Student name: Lam Kei Kwan, Delson

Student number: 15002390s

Group: A01D

Lecturer: Dr. Sophia Tso

The background of the issue

The case was started in the mid of September 2015. The staffs of the MTR Corporation refused to allow a schoolgirl carrying the guzheng, which is one of the traditional Chinese musical instruments onto a train. The staffs even asked the schoolgirl to use another transport (Ejinsight, 2015). And the photo, which the staffs surrounded the schoolgirl, was taken by the other citizens and uploaded in the Internet. After this case, it still happened lots of similar case that the staff refused the passenger with oversized musical instruments onto the train.

However, lots of people blasted the staff of MTR Corp. for imposing double standards and accused them of enforcing regulations selectivity, in an obvious reference to parallel traders and mainland tourists, who are often seen carrying oversized goods on the train (Ejinsight, 2015).

As a result, the local flagship orchestras and the musicians joined the protest at Tai Wai MTR station to against the ‘selective’ enforcement by MTR bylaws.’

After the issue, MTR started a four-month trial of a scheme for carriage of oversized musical instruments and sports equipment and the people in need have to apply the permit.

The obstacles and opportunities

For the MTR, the obstacles would be the public complained the MTR’s double standard enforcement. And the local musicians are dissatisfied with the MTR’s “blind eye” and they started a protest to have the boycott to MTR.

And the other obstacle is the damage of corporate image of company. Since the negative and dissatisfied voices were spread on the social media platform, MTR could not control the public’s comments easily.

The key public

1. The most important of key public are passengers. Since MTR Corp is a publicly listed company; the public is their main customers. For MTR’s mission, they will focus on enhancing customers’ quality of life and anticipate their needs (MTR, 2016). Therefore, the need of passengers is the things that they most concern.

2. The second important of key publics are musicians. When they brought the issue, they were the limiters of the company. Since the local musicians who want to bring the oversized musical instrument and started the issue, the MTR should also listen about their need.

3. The third one is the employee. For the employee, they concern more about their career. The employees is the input of the organization, they may follow the rule and regulation by the company. From the mission of MTR, they are also focus on the employee’s development opportunities to support their future growth (MTR, 2016). Moreover, employees are the one of internal stakeholder, so they can be the word of mouth to promote their company to their friends or family if their company can provide a good career environment and chance.