Golden Arrow communicates with external stakeholders through a variety of media. Established publications such as Interchange, Bus Buzz and media releases are the familiar and most recognisable channels through which the company engages different stakeholders.
Publications:
Interchange, a quarterly magazine, is used to communicate Golden Arrow’s views, concerns and position on a range of issues that impact on public transport. The target audience of this publication includes opinion-makers, industry leaders, government officials and roleplayers in the public transport arena. The main objective of our communication is to project the company as (i) an important role player in public transport, (ii) a caring employer for its staff (iii) as experts in providing a scheduled passenger bus service and (iv) a willing partner in government attempts to achieve the development objectives of transport in general.
Bus Buzz is used to communicate useful and interesting information to passengers. The magazine is published every two weeks and aims to achieve the following:
- To keep passengers informed about the company and its people
- To make passengers feel they are part of the Golden Arrow family
- To create an opportunity for two-way communication with passengers
- To provide a platform for informing passengers of matters around bus (and public) transport
- To provide an opportunity for building relationships and promote the establishment of passenger forums
- To bring about strong passenger support and affection for the company that may become useful in times of difficulty.
Communicating with the media
From time to time Golden Arrow has direct contact with the media regarding company activities or external activities that might affect the company.
Media enquiries should be in writing. However in a case where this is not practical it is important that senior officials, namely the Chief Executive Officer, General Manager and the Corporate Development Manager, know beforehand what the question is and what the response is going to be.
Other communication media
These happen on an ad hoc basis during the year and include the following:
This takes the form of passenger notices informing them of new routes, changes to existing routes and fare increases.