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

被引：8

作者：

Callison, Coy ^{[1
]}

Seltzer, Trent ^{[1
]}

机构：

[1] Texas Tech Univ, Dept Publ Relat, Coll Mass Commun, Lubbock, TX 79409 USA

来源：

PUBLIC RELATIONS REVIEW | 2010年 / 36卷 / 02期

关键词：

Dialogue; Media relations; Public relations; Responsiveness; RELATIONS PRACTITIONERS; BUILD;

D O I：

10.1016/j.pubrev.2010.01.002

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

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. (C) 2010 Elsevier Inc. All rights reserved.

引用

页码：141 / 146

页数：6

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