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| Type | Commercial Circular |
|---|---|
| Topic | advertising |
The Public Relations department uses the Public
European Journal of Molecular & Clinical Medicine
ISSN 2515-8260 Volume 07, Issue 03, 2020
4589
Service With Commitment Progress With
Pride: Role And Challenges Facing By The
Public Relations Of Southern Railway‟s
Towards The Image Building Process
Dr. T. K. Saravana Kumar1, Mr. R. Srinivasan2, Dr. S. Nelsonmandela
1Assistant Professor, Department of Visual Communication, Faculty of Science and
Humanities, SRM Intitute of Science and Technology, Kattankulathur, Tamilnadu – 603 203
2Research Scholar, Dept. of Journalism & Mass Communication, Madurai Kamaraj
University, Madurai,
3Assistant Professor, Department of Visual Communication, Faculty of Science and
Humanities, SRM Intitute of Science and Technology, Kattankulathur, Tamilnadu – 603 203
Email: [email removed], [email removed],
[email removed]
ABSTRACT
Southern Railways a massive multifaceted setup with an enormous taskforce for
passengers and cargo trains. Southern Railways has been rendering eomanser vices for
over fived ecadesin the field of passenger transportation. In such a corpus transportation
network, always a disruption between the organization and the public. So, there's a
possibility for tarnishing out the image of the Southern Railway. This is often where the
crucial role of PR comes into play. When a deleterious incident occurs in the railway,
then the sole responsibility comes to PR to maintain the image and also facing the various
challenges from others and also reach the pubic with facts through promulgation in mass
media and also in social media. After the advent of ICT tools in image build, the PR
department making full use of ICT and make it easier to reach out to the public to conveys
the very fact without any delay and the Southern Railway image build are greater than
before. Looking towards the event of the Southern Railway to serve the people during this
way the image building activity of the general Public Relations department involves the
fore. Carrying over 1.5 million passengers per day, the passenger traffic
indexofSouthernRailwaysissteadilyontherise. So the role and challengesfaced by the PR
department of Southern Railway is to protect the corporate image of Southern Railway.
Keywords: Southern Railways, Public Relations, Image Building,Digital Public Relations.
1. INTRODUCTION
Indian Railways (IR) is the largest railway network under single management in the world.
IR is often called the „lifeline of India‟ because it provides a source of livelihood to s large
number of people. It brought long-distance travel within the reach of an average Indian. IR
is also the largest employer in the world, directly employing about 2 million people (as in
2006). In addition to this, it is estimated that it provides indirect employment to over seven
million people. One survey in the early – 2005s revealed that one every ten Indians
depended on Indian Railways for his/her livelihood, directly or indirectly. IR carries, on an
average, 16 million people across the country every day. Indian Railways also has the
European Journal of Molecular & Clinical Medicine
ISSN 2515-8260 Volume 07, Issue 03, 2020
4590
distinction of housing the Public Relations department for the first time, in the history of
India.
Southern Railways was inaugurated on 14th April 1951. it serves the southern portion of the
Indian peninsula consisting of Tamil Nadu, Kerala, the major portion of Karnataka, a small
part of Andhra Pradesh, and the union territory on Pondicherry, making up 9.33 percent area
of the country. Traversing 6,729 route kilometres, the Southern Railway‟s contribution in
promoting tourism is significant. Several tourist spots, places of hoary historical and cultural
interest, industrial belt, and sc
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