The document outlines a 9-step strategic communication plan for the Ahmedabad Metro Rail Project (AMRC). It begins by analyzing the situation, organization, and key publics. Goals and objectives are established, such as winning public perception during infrastructure changes. Action and response strategies are formulated, like using visual and oral media proactively. Effective communication approaches at the information, persuasion, and dialogue levels are identified. Specific communication tactics like director interviews are chosen. The plan is then implemented and evaluated using surveys, interviews and other feedback.

1. AHMEDABAD METRO RAIL PROJECT (AMRC)
A STRATEGIC COMMUNICATION PLANNING
Presented By
Shashikant Bhagat
Faculty of Communication
National Institute of Mass Communication and Journalism
Ahmedabad- 380016
Mobile: 9726098398
E-mail: shashi_lc@yahoo.co.in
shashibhagat4p@gmail.com

2. AHMEDABAD METRO RAIL PROJECT (AMRC)
A STRATEGIC COMMUNICATION PLANNING
Why Strategic Planning for AMRC?
-Effective and creative planning is the heart of all public relations
and related activity because of changing scenario time to time
- effective communicator needs to know what to do, why and
how to evaluate its effectiveness
-Its requires four particular skills:
-a . Understanding research and planning
-b . Knowing how to making strategic choice
-c . Making selections from tactical choices.
-d . Completing the process by evaluating program effectiveness.

3. AHMEDABAD METRO RAIL PROJECT (AMRC)
A STRATEGIC COMMUNICATION PLANNING
Strategic Communication
Strategic communication is the name for such planned
communication campaign. It is based on research and subject to
eventual evaluation.
It operates within a particular environment, which involves both
the organization and groups of people who affect it in some way.

4. AHMEDABAD METRO RAIL PROJECT (AMRC)
A STRATEGIC COMMUNICATION PLANNING
Nine Steps of Strategic PR Planning
-Phase One: Formative Research –
-Step 1: Analyzing the situation
-Step 2: Analyzing the Organization
-Step 3: Analyzing the Publics
-Phase Two: Strategy –
-Step 4: Establishing Goals and Objectives
-Step 5: Formulating Action and Response Strategies
-Step 6: Using Effective Communication
-Phase Three: Tactics –
-Step 7: Choosing Communication Tactics
-Step 8: Implementing the Strategic Plan
-Phase Four: Evaluative Research –
-Step 9: Evaluative the Strategic Plan

5. AHMEDABAD METRO RAIL PROJECT (AMRC)
A STRATEGIC COMMUNICATION PLANNING
Strategic PR Planning on AMRC
-Phase One: Formative Research –
-Step 1: Analyzing the situation
Put simply, situation is a set of circumstances facing an organization and it comes in form of
opportunity and obstacles. Here while we analyze the AMRC situtation following opportunity and
obstacles can be drawn/understood:
-i. Opportunities: growing pace with population and infrastructure development and foreseeing
twin city Gandhinagar & Ahmedabad, AMRC can explore many opportunities such as:
-- Speedy Travelling from source to destination
-- Time Saving
-- Eco friendly & Cost effective in the long-run
-- Better BRTS, AMTS & other transport services in the city and however becomes inter-
connected to each other like we have Delhi & Kolkata Metro
-- Better man transportation management and
-- Hassles free services to the citizen and government.
-ii. Obstacles:
- - will get difficult project installation with pre-defined rooted area.
- - opinions may vary from layman to lawmen, from thinker to think tank (Expert)
- - chances of oral and tools fight between the government and people
- - Infrastructure alteration may harm to man and machine as well as economy
-
-

6. AHMEDABAD METRO RAIL PROJECT (AMRC)
A STRATEGIC COMMUNICATION PLANNING
Strategic PR Planning on AMRC
-Phase One: Formative Research –
-Step 2: Analyzing the Organization:
-Ahmadabad - Gandhinagar Metro rail project is being promoted with the objective of
providing safe, fast and eco-friendly transportation services to the pubic at affordable
rates while simultaneously reducing the congestion on the roads.
-The project aims to be a model project not only for the state of Gujarat, but also for the
nation. This project holds the advantage of
-- very responsive state government and progressive leadership
-- relatively flat terrain
-- Use the state of the art technology
-- Minimum land acquisition
-- Majority elevated track
-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.

7. AHMEDABAD METRO RAIL PROJECT (AMRC)
A STRATEGIC COMMUNICATION PLANNING
Strategic PR Planning on AMRC
-Phase One: Formative Research –
-Step 3 : Analyzing the Publics:
-Ahmadabad - Gandhinagar Metro rail project is being promoted with the objective of
providing safe, fast and eco-friendly transportation services to the pubic at affordable
rates while simultaneously reducing the congestion on the roads.
-Analyzing the publics, three things are very important to understand the market segments
which comprises from family to friends, people to politics, boss to business etc. and they
are:
-i. Public : here it exist because of their interaction and interdependency with an
organization or because both they and the organization face a common issue.
-ii. A Market : its mainly to conduct business or generate support and participation.
-iii. Audiences : they are people who pay attention to a particular medium of
communication and receive messages through it.
-In context of Ahmadabad and Gandhinagar, these three segments are
heterogeneous becasuse of socio-economic conditions and business
environment.

8. AHMEDABAD METRO RAIL PROJECT (AMRC)
A STRATEGIC COMMUNICATION PLANNING
Nine Steps of Strategic PR Planning
-Phase Two: Strategy –
-Step 4: Establishing Goals and Objectives
-Strategy is the organization’s overall plan. As if you see the phase development of the
project. In phase-I, 32.65 km area would be covered from two roots-
-One root- APMC/Vasna to Akshardham via Ashram road, motera and koba circle.
-2nd root – Kalupur Junction – Thaltej via Delhi Darwaza, Income Tax and Gujarat
University.
-Phase-II: Vasna to Changodar, Sarkhej – Gandhinagar, Vasna-132 ft Ring Road etc.
-Communication Strategy : due to congested area of old ahmedabad the main goal should
be focused towards winning the perception of people. As many infrastruecture alteration
will happen during the installation, public may ask many questions.
-

9. AHMEDABAD METRO RAIL PROJECT (AMRC)
A STRATEGIC COMMUNICATION PLANNING
Nine Steps of Strategic PR Planning
-Phase Two: Strategy –
-Step 5: Formulating Action and Response Strategy:
-Ideally, in such situation action and message work hand in hand, complementing each
other as the organization interacts with its publics. There are two actions strategies would
have proposed:
-Proactive Strategies: would give benefit the AMRC and public on or before starting the
construction work because some people oppose and some favoure. Best suited
communication tools would be visual and oral media.
-Reactive Strategies: in fact, this strategy suits more to influence the opportunity to make
acquaints and personal media tools helps quite significantly .

10. AHMEDABAD METRO RAIL PROJECT (AMRC)
A STRATEGIC COMMUNICATION PLANNING
Nine Steps of Strategic PR Planning
-Phase Two: Strategy –
-Step 6: Using Effective Communication:
-Several different approaches to communication can be used to create attention like
-Information level- using SMS, and digital media to keep informing about the
development stage of the project and if some casualty happened then how AMRC body
resolved. Symbols, Signboard and other pictorial expression methods highlights the core
issues as well development in the same direction.
-Persuasion level: Propaganda, lobbying are more practicing tools in persuasion level of
PR. Prompt and decision, strong persuasion skill required.
-Dialogue level:
-This helps during counseling and resolving the conflicts at the time of any casualty
happens.
-All above level required allocation of specialized communication personnel in major areas
of Ahmadabad having very traffic .

11. AHMEDABAD METRO RAIL PROJECT (AMRC)
A STRATEGIC COMMUNICATION PLANNING
Nine Steps of Strategic PR Planning
-Phase Three: Tactics –
-Step 7: Choosing Communication Tactics-
-This is the phase where we allocate the controlled and uncontrolled media precisely.
-Following communication methods can be used:
-- Director’s interview in media
-- government's appeal in media to cooperate with the project and help the contractor and
engineer.
-- Call expert and opinion maker on public forum to debate and discuss the core issues
faces by the people, government and allied agencies.

12. AHMEDABAD METRO RAIL PROJECT (AMRC)
A STRATEGIC COMMUNICATION PLANNING
Nine Steps of Strategic PR Planning
-Phase Three: Tactics –
-Step 8: Implementing the strategic plan
-This is a very crucial phase where 5’w and 1’H strongly be taken care. After gathering the
lot of information through different events and documented the whole. Time to time
releases of the documented materials make easy task for both media and management.
-Continuous and series of efforts helps to the people to understand better about the metro
rail project till the completion.

13. AHMEDABAD METRO RAIL PROJECT (AMRC)
A STRATEGIC COMMUNICATION PLANNING
Nine Steps of Strategic PR Planning
-Phase Four: Evaluative Research –
-Step 9: Evaluating the Strategic Plan
-Questionnaire, personal interview, vox-pop, e-mailer interview and interview through SMS
and social media and websites and other interactive tools can be extensively used to
gather the effectiveness of the PR program and will be put forwarded to the next level
management team to improve better.

14. Thanks for the appreciation