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By Sam Weaver & Shane Stuart

"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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  1. "Southwest Goes South" By Sam Weaver & Shane Stuart

  2. Recent Turbulence • Fined $10.2 Million • Possible fuselage cracks • Misled the agency • Blamed on computer error

  3. Better to Keep Your Mouth Shut!!! • Dealt with problem head on • Issued statement on website • Corporate blog • CEO used as punching bag on CNN

  4. 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."

  5. Hitting A Few Bumps • Familiarity • 2002 – 75% • 2007 – 75% • Favorability • 2002 – 66.6% • 2007 – 48.8%

  6. Blogosphere • Start paying attention to blogs • Identify “High Authority” blog • Employees causing problems? • “I don’t believe you!”

  7. Ad Issues • Take things more seriously • “Want to get away?” • Can forgive passengers • Passengers can’t forgive Southwest • Stay away from getting injured

  8. 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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