Online ISSN: 2515-8260

Keywords : Digital Public Relations

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 Kumar; Mr. R. Srinivasan; Dr. S. Nelsonmandela

European Journal of Molecular & Clinical Medicine, 2020, Volume 7, Issue 3, Pages 4589-4597

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.