Influence of responsiveness,accessibility, and professionalism on journalists’ perceptions of Southwest Airlines public relations |
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Authors: | Coy Callison Trent Seltzer |
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Institution: | Department of Public Relations, College of Mass Communications, Texas Tech University, Box 43082, Lubbock, Texas 79409-3082, United States |
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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. |
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Keywords: | Dialogue Media relations Public relations Responsiveness |
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