Crisis
Publicity, Media and Methods PRO 551
POS Malaysia Berhad
case study
Mohd Fitri Mydin 2003603507
Mohd Radhiff Talha 2003603521
Ahmad Kamil 2003603585
Halim Ismail 2003603427
Part Five MC 222 e-pjj June 2005
Prepared for: Amerjit Singh a/l S. Bhag Singh
Table of contents
Table of contents 1
History 2
Company Background 4
Corporate Culture 5
The Visions 5
Organization Chart 6
Values 7
POS Malaysia Berhad Reclassification of Mail Programme 9
Thrust behind this initiative 9
Why Reclassify? 10
POS Malaysia Berhad Public Education Campaign 11
The Strategy 11
The Target 11
Audience Motivation 12
Capturing Audience Attention 12
Leaflets 12
Local Area Post Office 13
Our Suggestions 13
Newspaper 13
Television 14
The Crisis 15
Communication Approach 15
Handling and resolving the Crisis 17
Press Release 19
References 22
History
The yesteryears of Pos Malaysia Berhad can be traced back to the early 1800s with the establishment of postal services first in the Straits Settlements (Penang, Malacca and Singapore) and gradually; it covered the whole Malaya by early 20th century.
Letters were then conveyed through dispatch riders or special messengers. Instead of postage stamps, fees were collected when letters were handed in at the Post Office. Letters posted were given receipt.
This system, however, changed when the Indian stamps overprinted with crown and Straits’ stamps overprinted with dollars and cents were introduced in 1867. The first inaugural definitive set of postage stamps was introduced in 1901.
What started as a medium for the transmissions of letters, newspapers and business documents, the...
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