Public relations tools to improve commuter perception of the passenger rail agency of South Africa in Gauteng

Abstract

This research looks at the public relations tools that are most appropriate for the commuter engagement challenges faced by Passenger Rail Agency of South Africa (PRASA) in the Gauteng province. It provides answers to the following questions: “What are the standards and perceptions of PRASA or Metrorail for commuters? What are the communication needs of the commuter? What interaction platforms are used by PRASA to connect with its commuters? How does PRASA report or disclose train delays, cancellations or new offers?” This study relies on the theoretical framework that is based on Grunig’s public relations models of communication. This work considers the role that the public relations tools might play in the communications mix, how PRASA should consider how they interact with rail commuters, and what communication method(s) are sufficient to meet the rail commuter’s needs. The research findings include the rail commuter's perceptions of PRASA or Metrorail, the state of communication between PRASA and their rail commuters, as well as the communication platform(s) preferred by rail commuters. The study offers the following recommendations: PRASA should create a public relations department within its organisation; the Metrorail should have a Facebook and a Twitter page, where they will post information about train movements; cancelled trains, train delays, how long to wait until the next train is available; installing WIFI at train stations, as well as inside the trains is ideal, for those commuters who do not have data; and lastly PRASA's PR personnel should take time in tracking what is being said about the organisation.