Influence of responsiveness, accessibility, and professionalism on journalists' perceptions of Southwest Airlines public relations

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9 Scopus citations

Abstract

This longitudinal study presents the results of three biennial surveys of key national journalists who routinely report on Southwest Airlines, a company widely recognized for its extraordinary public relations efforts. Synthesizing data garnered through relationship, utility, and perception scales as well as robust open-ended responses, the results support and advance media relations best practices. Ultimately, data confirm that practitioner responsiveness and accessibility to reporters are the keys to ensuring that journalists maintain positive perceptions of Southwest Airlines' public relations. The results provide an instructive case study and recommendations to corporate public relations practitioners for cultivating favorable media relationships through a commitment to dialogic communication principles.

Original languageEnglish
Pages (from-to)141-146
Number of pages6
JournalPublic Relations Review
Volume36
Issue number2
DOIs
StatePublished - Jun 2010

Keywords

  • Dialogue
  • Media relations
  • Public relations
  • Responsiveness

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