Table of contents

Insights………………………………………………………………………..

Overview………………………………………………………………………..

Leadership/Executive presence………………………………

Newsroom/Press releases………………………………………..

Earned media analysis…………………………………………………

CSR and Environment……………………………………………………

Issues Management…………………………………………………………

Media Relations……………………………………………………………..

Campaigns………………………………………………………………………

Gen Z focus……………………………………………………………………..

Insights

Investor relations

· Very accessible and easy to read. Can be confusing looking at the diagrams with numbers.

Media Relations

· Easy to find their media relations contact information. They keep all their press releases dated and organized.

Community Relations

· Very well done. Everything on their website is broken up so it is easy to follow. A lot of what they do for the community does reflect on their social media which is good, but it can also be contradicting at some times.

Diversity, Equity and Inclusion

· Very well thought out. On their webpage it seems that they value peoples differences. There focus is more on the people and how they make Southwest a great company.

Corporate Philanthropy

· They do a lot of charity work and use the employees to help develop programs for the community.

Social stands

· They do a good job of implementing their core values throughout the company.

Social Media

· They do a good job at using their social media. Some of what they post does not match what they have on their newsroom

Environmental Sustainability

· Southwest has good initiates for the environment. They also list out their environmental goals for the years to come. I would say it is hard to find this information or similar information on their website or even social media.

Campaign

- Integrate more social media. A lot of what they put on their newsroom doesn’t reflect their social media. Use social media analytics to help with engagement and reaching new audiences.

Gen Z focus

- When I look at their social media pages, there are not any aspects that are really appealing to Gen Z. What I have gathered is majority of their focus to more of the older generations before Gen Z. They seem to target older people who love to fly a lot and enjoy being able to save money while doing it.

Overview

1. Name: Southwest Airlines

3. Tagline: “Low fares. Nothing to hide”

4. Headquarters: 2702 Love Field Drive Dallas, Tx 75235

5. Southwest Airlines: A brief history and overview:

- Southwest Airlines was founded by Herb Kelleher and Rollin King, M arch 15, 1967. Originally the company was named Air Southwest, the airline faced multiple lawsuits from competitors trying to prevent its launch. In 1971 Southwest Airlines launched flights between Dallas, Houston and San Antonio. Southwest was created with the idea of providing low-cost, efficient and friendly air travel. Over the years, it has grown into one of the largest and most successful airlines in the U.S., known for its point-to-point service, no-frills approach and customer- friendly polices like “Bags fly Free.”

6. Values:

- Known for its strong corporate culture and commitment to customer service, employees and operational excellence. The company operates with a people first mentality, focusing on affordability, hospitality and efficiency.

- Employees are encouraged to: work hard and be passionate, strive for excellence in servicing customers, be courageous and innovative and persevere

- The company emphasizes kindness, humility and putting others first by, delivering world-class hospitality to customers, treat everyone with respect and empathy, go the extra miles and to lead by serving.

Leadership/Executive presence

1. Bio for CEO:

- Bob Jordan serves as the President, Chief Executive, Officer and Vice Chairman of the Board of Directors at Southwest Airlines. He is a 36-year Southwest veteran, who began his career as a programmer in Technology. Bob has held over 15 different positions at Southwest, including roles in Finance, Planning, Procurement, Fuel, Facilities, Technology, Corporate Strategy and has served as Southwest’s Chief Commercial Officer. He has been responsible for many key company initiatives like the implementation of Southwest’s current ordinal boarding process, spearheading the significant upgrade, revamping the Rapids Rewards Loyalty Program and more.

2. List of Board members

Rakesh Gangwal: Chair of the board

Co-founder, InterGlobe Aviation (IndiGo)

Former Chairman, President and Chief Executive Officer, Worldspan Technologies

Former President, Chief Executive Officer and Chief Operating Officer, US Airways Group

Lisa M. Atherton

President and CEO

Pierre R. Berber

Former Vice President and CFO of Chevron

Douglas H. Brooks

Former Chairman of the Board, President and Chief Executive Officer

Brinker International, Inc.

Eduardo F. Conrado

President

Ascension

David Cush

Former CEO of Virgin America

Sarah Feinberg

Former Administrator at the Federal Railroad Administration

Robert L. Fornaro

Former President and Chief Executive Officer of Spirit Airlines, Inc.

Former Chairman, President and Chief Executive Officer of AirTran Holdings Inc.

David J. Grissen

Former Group President of Marriott International

David P. Hess

Former Chief Executive Officer

Arconic Corporation

Robert E. Jordan

Vice Chairman of the Board

President and Chief Executive Officer

Southwest Airlines Co.

Elaine Mendoza

Founder, President and Chief Executive Officer

Conceptual MindWorks, Inc.

Christopher P. Reynolds

EVP and Chief Strategy Officer

Toyota Motor North America

Gregg A. Saretsky

Former CEO of WestJet

Patricia A. Watson

Former Chief Information and Technology Officer and NCR Atleos

3. List of executives

- Robert E. Jordan: President, Chief Executive Officer and Vice Chairman of the Board of Directors

- Andrew Watterson: Chief Operating Officer

- Ryan Green: Executive Vice President and Chief Transformation Officer

- Tammy Romo: Executive Vice President and Chief Financial Officer

- Justin Jones: Executive Vice President Operations

- Linda Rutherford: Chief Administration Officer

- Jason Van Eaton: Executive Vice President, Chief Regulatory and Corporate Affairs Officer

4. Social media

- Southwest Airlines has social media presence on Instagram, Facebook, TikTok, Twitter, Linkedin and Youtube

- Southwest Airlines social media accounts:

- Instagram: @Southwestair

- Facebook: http://www.southwest.com/

- Tiktok: @southwestair

- YouTube: https://www.youtube.com/southwestair

- Linkedin: https://www.linkedin.com/company/southwest-airlines/

Newsroom/Press release

- “Southwest Airlines launches new inflight cup and stir stick designed to reduce annual single-use plastics by more than 1.5 million pounds”- Oct. 28, 2024

- https://www.swamedia.com/news-and-stories/news-release/MC4NXAJ3SMRZGJZBMK3VXUEWGYEA

1. Newsroom for Major Company

- https://www.swamedia.com/

2. From Oct 1, 2024 all press release by date and headline

- Corazon en accio en Costa Rica (Hear in action) Oct 4, 2024

https://www.swamedia.com/southwest-stories/MC3R4FZ7SJGBDZFBPJHLVKGEUARM

Happy Kidd’s Kids Day! Oct 8, 2024

https://www.swamedia.com/southwest-stories/MCMHHEUMU63ZD5NFV4IDGQVIGBKE

Congrats to our 2024 Take Off! Higher Education Travel Award Recipients!

https://www.swamedia.com/southwest-stories/MCCVGDK4NBPJAUTENFYV5RLMZPCY

What to watch on your flight: October 2024 Oct 10, 2024

https://www.swamedia.com/southwest-stories/MCTTTP5COXRREG3GWDNHK4T6WPFM

Team Texas scores as Southwest’s 2024 Plane Pull champions Oct 14, 2024

https://www.swamedia.com/southwest-stories/MCKWNS246J5ZF35AFG4QOKNF2BYY

Southwest recognized in America’s Customer service champions list Oct 21, 2024

https://www.swamedia.com/southwest-stories/MCJITP3MRJQNE6NNQECP7PXBNJPY

What to watch on your flight: November 2024 Nov 1, 2024

https://www.swamedia.com/southwest-stories/MCXB6GCLO2ZNAMXFMSL6NI2VGGCQ

Making a special night at the Bluebird Café more memorable Nov 6, 2024

https://www.swamedia.com/southwest-stories/MC5K7OX2DALZEU5EU4WAK4H7RVXA

Bonding through service: Veterans Day Nov 11, 2024

https://www.swamedia.com/southwest-stories/MCDMQQNTBQYJFZPFDXLOXF7IAQXY

Southwest Airlines recognized by Hawaii Tourism Authority Nov 14, 2024

https://www.swamedia.com/southwest-stories/MCG7P4ME4IZRD3PNQYDLMKQ3NTQM

Congratulations to our 2024 Southwest Scholarships recipients Nov 20, 2024

https://www.swamedia.com/southwest-stories/MCFJEPFM54SBAJ7PW6OXVPNCKEX4

Southwest celebrates second year hosting all-star amateur golfers Nov 26, 2024

https://www.swamedia.com/southwest-stories/MCFSNPX6JT6NG7ZKYPWTSIKYPKBA

Gift a Trip: Southwest Airlines launches Cyber week deals Dec 2, 2024

https://www.swamedia.com/southwest-stories/MCZRUINTZR7BGYRNYS5MESFT53SI

Donations that literally go farther-Donate Today! Dec 3, 2024

https://www.swamedia.com/southwest-stories/MC7QEDYI2DQVDCVFUMY3AOYVHXFM

Southwest Airlines honored for passenger experience excellence Dec 4, 2024

https://www.swamedia.com/southwest-stories/MCH7O5SMMH7ZH23NK5CO37PCVOHU

Surprising college football fans with a tailgate in the sky! Dec 6, 2024

https://www.swamedia.com/southwest-stories/MCUEHI5JH2ZFDVDDN3XUMNO5BUWM

What to watch on your flight: December 2024 Dec 9, 20254

https://www.swamedia.com/southwest-stories/MC6YB5BVXU5NCCVH6CRJ4QV7QM7A

We’re No.1! Dec 9, 2024

https://www.swamedia.com/southwest-stories/MCPOMEZKSNYBFCTLDM7IH2ENFL4M

Southwest Airlines delivers bikes to students in Denver Dec 10, 2024

https://www.swamedia.com/southwest-stories/MCEWVKYXEW55HABKHGKHT6AAOFGM

What to watch on your flight: January 2025 Jan 10, 2025

https://www.swamedia.com/southwest-stories/MCVBSTI45NKRCY5FNEGSQXL4YHPQ

Applications now open for the 2025 Southwest Scholarships! Jan 13, 2024

https://www.swamedia.com/southwest-stories/MC4RFJJCO5IVHJPJPCA4JZXB5XBA

MKL’s Legacy of Unity and Belonging Jan 20, 2025

https://www.swamedia.com/southwest-stories/MC6M42XH5FMVHTJK4Z6USSUUT7AQ

What to watch on your flight: February 2025 Feb 3, 2025

https://www.swamedia.com/southwest-stories/MCYE34PDYAWBDTDIUJOIIYKND5BA

Rapid Rewards Access Events: A year of unforgettable experience and a preview of what’s next for Southwest Rapid Rewards Credit cardmembers Feb 4, 2025

https://www.swamedia.com/southwest-stories/MCW2RXCN55HRAP3EO5FOJPANSLYU

Week one into a Southwest Airlines internship abroad a humanitarian flight Feb 6, 2025

https://www.swamedia.com/southwest-stories/MCDFP4ZEZM2REMZDU6UOOR6H77PA

Black History Month: Exploring Tulsa, Oklahoma Feb 6, 2025

https://www.swamedia.com/southwest-stories/MCI4FS2UL3T5CD7MQKJFQTDKMK4U

A puppy bowl ‘Pup Rally’ for traveler in New Orleans Feb 7, 2025

https://www.swamedia.com/southwest-stories/MCVZ4LSD5CZZAPBK2UDFVESEUWJU

3. Most recent investor relations press release for same major company

- “SOUTHWEST AIRLINES REPORTS FOURH QUARTER AND FULL YEAR 2024 RESULTS”

https://www.southwestairlinesinvestorrelations.com/news-and-events/news-releases/2025/01-30-2025-114608869

4. Most recent news article about same major company

https://www.prnewswire.com/news-releases/southwest-airlines-announces-tom-doxey-as-executive-vice-president--chief-financial-officer-302372704.html

https://www.dallasnews.com/business/airlines/2025/02/10/southwest-airlines-taps-breeze-airways-exec-to-run-finances/

https://www.reuters.com/business/aerospace-defense/southwest-airlines-names-tom-doxey-cfo-2025-02-10/

https://www.flightglobal.com/strategy/southwest-picks-tom-doxey-to-replace-retiring-cfo-tammy-romo/161748.article

Earned media analysis

“Southwest announces leadership changes”

PR Newswire

Jan 9, 2025

Airways Magazine

Sept. 10, 2024

USA Today

Sept. 10, 2024

GlobalNewswire- 6 days ago

“Greater good charities”

NRToday.com

Feb. 4, 2025

KPTV

Feb. 2, 2024

NBC Connecticut

Oct. 17, 2024

Press Telegram

Feb. 3, 2024

“Southwest airlines announces reduction In corporate overhead workforce”

PR Newswire

Feb. 17, 2025

MSN 6 days ago

Fox 4 News Dallas-Fort worth

Reuters

Feb 20, 2025

“Southwest DEI”

Ragan communication- 3 days ago

National review

Dec 5, 2024

NTD News

Dec 4, 2024

- After analyzing the earned media “Southwest airlines announces reduction in corporate overhead workforce” received the most media coverage.

Corporate Social Responsibility

Annual report

- https://www.southwest.com/assets/pdfs/communications/one-reports/2023-One-Report_Online_Final.pdf

Website content

- https://mobile.southwest.com/citizenship/

Press Releases for 2024/25 related to CSR

- “Southwest Airlines’ Award-wining sustainability initiative, repurpose with purpose, rounds out milestone 10th anniversary”- Dec. 16, 2024

https://www.swamedia.com/news-and-stories/news-release/southwest-airlines-award-winning-sustainability-initiative-repurpose-with-purpos-MCN6TIJOUHPJFLBLTPOPKF7YBD5U

- “Southwest achieves industry-renowned safety certification”- Jan. 17, 2025

https://www.swamedia.com/news-and-stories/news-release/southwest-achieves-industry-renowned-safety-certification-MC27YWFPTZ2VHSNM5XYFNXXE7RLA

Examples of social good

- “Southwest airlines awards 185 students with air travel through higher education travel award program”- Oct. 9, 2024

https://www.swamedia.com/news-and-stories/news-release/MCA5GVF4UHZRAMBKTENWOHGO3JAI

- “Southwest Airlines partners with Kidd’s Kids to send more than 30 Kidd’s Kids and their families on magical getaway”- Nov. 21, 2024

https://www.swamedia.com/news-and-stories/news-release/MCFRJZAKDKAVFBRKO5TNMPPJQPSU

- “Southwest airlines hosts meal on wheels blitz day for Dallas community”- Nov 6. 2024

https://www.swamedia.com/news-and-stories/news-release/MC7AOLTE73DFCX5EJAAONLEGRRDE

Examples of environmental CSR

- “Showcasing heart for people and planet: southwest airlines reports annual progress in sustainability and corporate citizenship”- May 8, 2024

https://www.southwestairlinesinvestorrelations.com/news-and-events/news-releases/2024/05-08-2024-183156705

- “Southwest airlines announces new environme3ntal sustainability goals on its path forward toward net zero carbon emissions by 2050”- Nov. 15, 2023

https://www.southwestairlinesinvestorrelations.com/news-and-events/news-releases/2023/11-15-2023-163027779

- “Southwest airlines brings sustainable aviation fuel to Chicago Midway International Airport in the states largest SAF supply agreement”- Oct. 17, 2024

https://www.swamedia.com/news-and-stories/news-release/southwest-airlines-brings-sustainable-aviation-fuel-to-chicago-midway-internatio-MCD5GXNBXIDVE75G4IRPEXVV7OKM

Issues management

Southwest airlines faces pressure from various stakeholders to reduce its environmental impact operational cost and inefficiencies while maintaining profitability and customer satisfaction

1. Environmental impact and carbon emissions: Regulatory pressure and investor and public scrutiny

2. Operational costs and efficiency- https://www.reuters.com/business/aerospace-defense/southwest-airlines-profit-falls-expects-higher-deliveries-boeing-2023-2023-10-26/

3. Customer expectations- https://www.thecorporategovernanceinstitute.com/insights/news-analysis/southwest-airlines-had-no-choice-but-to-bow-to-activist-pressure/?srsltid=AfmBOoqA_ePtXkETkN_y2dHVNUj-AhaBftXoFHhor5UxYLVI7TMlA9p8

4. Employee and union demand- https://www.dailymail.co.uk/yourmoney/consumer/article-14407267/southwest-airlines-slash-mass-layoff-routes.html

5. Supply chain and fuel costs- https://www.investopedia.com/southwest-airlines-earnings-sink-on-rising-fuel-and-labor-expenses-8382879

Southwest airlines faced multiple technical outages that severely impacted customer relations. Majority came from the December 2022 operational meltdown and other IT-related disruptions

- https://www.transportation.gov/briefing-room/dot-penalizes-southwest-airlines-140-million-2022-holiday-meltdown

Impact

- Over 16,700 flights were canceled

- Southwest was forced to issue $600 million in reimbursements for hotels, alternative travel

- Public backlash as customers faced long delays, lack of communication and lost baggage

Impacted customer relations

- Lost of trust

- Negative brand perception

- Financial losses for customers

- Legal and regulatory backlash

- https://www.customerexperiencedive.com/news/southwest-misses-2023-customer-satisfaction-target/712863/

- https://www.businesstravelnews.com/Transportation/Air/Southwest-Details-Operational-Meltdown-Impact-Vows-Improvement

Ongoing labor pressure

- Ongoing labor pressure stems from pilots, flight attendants and ground staff

- Demanding for better pay and scheduling improvements

- Strike authorization vote

- Ongoing negotiations

https://www.wral.com/story/southwest-airlines-is-slashing-15-of-its-corporate-workforce-its-first-major-layoffs-in-53-years/21864735/

https://www.reuters.com/business/aerospace-defense/southwests-layoffs-dent-its-worker-first-culture-2025-02-19/

https://site.financialmodelingprep.com/market-news/southwest-airlines-warns-staff-of-tough-decisions-ahead

Layoff of employees

- Feb 2023, Southwest Airlines announced its first mass layoffs in the company’s 53-yeat history, cutting 1,750 corporate positions. These layoffs affect senior leadership and director roles

- https://apnews.com/article/southwest-airlines-layoffs-29a0daf8f8091ae2b0a9c11282138464?utm_source=chatgpt.com

Loss of several unique features such as unassigned seats

- The shift to assigned seating is part of a broader three-year strategic plan aimed to enhance customer experience and competitiveness. Available for purchase starting in the second half of 2025.

https://mobile.southwest.com/customer-enhancements/assigned-seating/?utm_source=chatgpt.com

Newsroom/Press Releases/Media Relations

5. Newsroom for Major Company