SouthWest Airline

Why are press releases important to Southwest's business strategy?

Press releases are important to SW’s business strategies because it helps customers receive the information they need in most efficient and direct way possible. SW’s modified their press release in a way to make there searches more visible by key word and word matching edits.

How does Southwest track sales directly attributable to their press releases?

They kept track of sales by monitoring and installing direct URL’s, keywords etc. into the press release which transferred their customers to more information resources and eventually influence them to make sales.

Why are search keywords important to press release campaigns?

Key words are important because It simply helps get straight to the point for customer wants & needs. It also helps alleviate difficulties and help customers understand what is being conveyed from the information that is published.  

How did Southwest optimize their press releases for search engines?

They focused on the title of the press releases and the keywords used so they can be easily searchable and they also catered to those that spoke Spanish so searches can be easily found for them as well.

How did Southwest measure the success of their PR campaigns?

They measured effectiveness by keeping track of the ticket counts sales and kept track of the dollar amount made for revenue.

How can PR campaigns influence or be influenced by other events involving the company?  Give an example outside of the Southwest case.

I would use a simple example of an iPhone vs. a regular iPod. In my opinion, I would choose an iPhone over an iPod just because an iPhone is promoted to have more available features, picture quality, and usage space rather than just listening to music or playing a few games on a iPod.