Southwest Airlines Case Study - Blog Post Assignment

1. In a blog post, answer the following:
• Why are press releases important to Southwest's business strategy?

Huge group of people use search engines to search information they want. After research on what words are popular and add them URL press releases, hyperlinks in their press releases. More people can see their information when searching on internet. After using this strategy, it brings Southwest 2.5 million dollars in ticket sales. Besides revenue, Southwest’s fame, social influence is all raised.

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

They use hyperlinks not only at the end of article but also between two paragraphs. And also add keywords that popular in their article and Distribute via wire search also test different press releases to make sure which one is the best one.

• Why are search keywords important to press release campaigns?

Search keyword can make sure what words can gain the page view of their own press releases. Obviously, unless this article has the information you are searching for or you will never see it when press the search button.  Add popular keywords can help raising the page view of one article which increases the opportunity that people take notice of their tickets and buy it.

• How did Southwest optimize their press releases for search engines?

First of all, Southwest research the most popular words in research engines so that they can make sure what kind of information that people are looking for. Second, Edit press releases to include search terms, which can gain the rate that people can find and see it. Thirdly, Have special hyperlinks on hand, and use them wisely. Not only at the end of the article but also placed in the middle of two paragraphs. After that build distribute via wire search that is crawled by news search engines and the last step is to test kinds of press release to make sure which one is the best one.

                         

                              How did Southwest measure the success of their PR campaigns?

                      From their sales, the page views of the press release and the page view of the book ticket website, feedback from customers.

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

PR campaigns sometimes influence or be influenced by other events, For example, APPLE Confidential work is very important. Because of it, people are expecting the news conference. If the content of new product let out before news conference, the situation for this PR campaigns will be totally different.