This paper examines, over a five-year period, the evolution of a journalists’ perception of the media relations efforts of Southwest Airlines. Quantitative measurement and analysis is coupled with an in-depth qualitative investigation to understand the media’s perceptions of Southwest’s public relations effectiveness, media relations value, use of relationship maintenance strategies, perceptions of communication channels and perceptions of dialogic communication-specifically in regards to utility of information, accessibility and responsiveness.

Download PDF: We’ll Get Right Back to You: The Effect of Responsiveness, Accessibility, and Information Utility on Journalist Perceptions of Organizational Media Relations Efforts

Heidy Modarelli handles Growth & Marketing for IPR. She has previously written for Entrepreneur, TechCrunch, The Next Web, and VentureBeat.
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