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"Southwest Goes South". By Sam Weaver & Shane Stuart. Recent Turbulence. Fined $10.2 Million Possible fuselage cracks Misled the agency Blamed on computer error. Better to Keep Your Mouth Shut!!!. Dealt with problem head on Issued statement on website Corporate blog

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By Sam Weaver & Shane Stuart

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By sam weaver shane stuart

"Southwest Goes

South"

By

Sam Weaver

&

Shane Stuart


Recent turbulence

Recent Turbulence

  • Fined $10.2 Million

  • Possible fuselage cracks

  • Misled the agency

  • Blamed on computer error


Better to keep your mouth shut

Better to Keep Your Mouth Shut!!!

  • Dealt with problem head on

  • Issued statement on website

  • Corporate blog

  • CEO used as punching bag on CNN


Favorability

Favorability???

  • Corebrand review

  • Kent Jarrell

    • Crisis Management and Litigation Specialist

  • "The story flips on them because there hasn't been a lot of criticism. That makes the story move even more among journalists because here's an airline with a good reputation considered to be the most successful in the field, and all of a sudden it has a problem that cuts to the core of what could be an Achilles heel for low-cost airlines: safety."


Hitting a few bumps

Hitting A Few Bumps

  • Familiarity

    • 2002 – 75%

    • 2007 – 75%

  • Favorability

    • 2002 – 66.6%

    • 2007 – 48.8%


Blogosphere

Blogosphere

  • Start paying attention to blogs

  • Identify “High Authority” blog

  • Employees causing problems?

  • “I don’t believe you!”


Ad issues

Ad Issues

  • Take things more seriously

  • “Want to get away?”

  • Can forgive passengers

  • Passengers can’t forgive Southwest

  • Stay away from getting injured


Sources

Sources

  • http://youtube.com/watch?v=xIK0kzhEJzM

  • http://adage.com/article?article_id=125584

  • http://www.prweb.com/prfiles/2007/02/08/503826/Southwest_Airlines_logo.jpg

  • http://i.l.cnn.net/cnn/2008/US/03/07/southwest.planes/art.kelly.cnn.jpg

  • http://www.worldwonderphotos.com/images/watermark/Southwest-Airlines-Boeing-737-at-LAX-1.jpg

  • http://www.salem-news.com/stimg/march072008/sw-jet-air.jpg


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