COM301e-Public Relations

ComfortDelGro is one of the largest land transport companies in the world with a global workforce and a global shareholder base. The company operates in seven countries and has a fleet of close to 43,300 vehicles. ComfortDelGro’s businesses include bus, taxi, rail, car rental and leasing, automotive engineering services, inspection and testing services, driving centres, non-emergency patient transport services, insurance broking services and outdoor advertising. 

As a market leader in the transportation sector in Singapore, it has been rolling out corporate social responsibility initiatives targeting commuters to highlight its efforts of being a sustainable business, but with limited success. 

Assume that you are the public relations manager working for ComfortDelGro in Singapore, and you have been tasked to raise the profile of the company’s sustainability programme. 

a) To better reach out to the commuting public and to keep them informed of the company’s sustainability programme, you have proposed a social media-based publicity plan to raise awareness for your company. 

Examine the suitable social media platforms that you can use as part of your publicity programme. Discuss and recommend key considerations to bear in mind when building relationships with stakeholders through social media platforms.

b) Prepare a feature news release story about ComfortDelGro’s approach to sustainability. You should include a strong news angle in the title and lead paragraph and support it with newsworthy information about the company’s sustainability programme from its website and other credible news sources. You may also make up plausible information for a suggested sustainability initiative for ComfortDelGro, for the purpose of this feature news release.