Research and Planning
Part A
A company summary that includes the following: describe the company or organization, what it does, the size of the organization, when were it was founded, and where it is located.
Southwest Airlines Company is ranked number 141 in the Fortune 500 list of companies, meaning that it is one of the business world’s blue-chip companies. Southwest Airlines is a Dallas-based American airline company that mostly serves U.S. destinations and the nearby international markets such as the Mexican and the Caribbean (Fortune.com, 2020). Southwest Airlines was founded in 1967 by Herb Kelleher as a low-cost carrier in the American market. As of 2020, it had about 60,000 employees, 730 cargo and passenger aircraft, and operates approximately 4,000 departures daily during the travel season (Southwest.com, 2021). In 2020, Southwest Airlines carried about 162 million passengers, coming as the third-largest carrier in the U.S. after American Airlines and Delta Airlines (Pallini, 2020). Southwest Airlines Company is known to be a low-cost carrier, and over time, many customers have come to remain loyal to this airline due to its cheap ticket price and flight flexibility.
The airline has an excellent passenger experience; some other airlines charge for checked luggage. This airline permits two free bags per passenger. This is why many customers, especially business people who travel regularly, prefer to book their flights. Southwest Airlines provides inflight entertainment equipped with Wi-Fi, free streaming television, free music, and free movies (Pallini, 2020). This experience is superb, especially for the youthful generation.
Moreover, Southwest Airlines Company has an excellent rapid reward for its customers. It began the frequent-flier program in 1987, where customers are rewarded based on the miles flown by the company (Southwest.com, 2021). These rewards include free flights and reduced ticket prices for frequent customers. It is due to this reason that many customers prefer to fly with the company because they know that they would get rewarded.
A situational analysis or summary that includes the following: observations on the current state of the business and where it is relative to its goals, any other specific observations such as if the business has been in the news recently or if it adopted a new policy or rule that affects customers, and any general observations related to the organization.
The recent and current situation of Southwest Airlines business has been turbulent due to two main reasons. First, the airline was hit hard by the grounding of 737 Max aircraft following the two crash incidences in Indonesia and Ethiopia. The company has a total fleet size of 730; 34 planes were 737 Max, representing 4.5% of the full fleet size (Reference for Business, 2020). The company was hit hard after grounding these big carriers in that it canceled some scheduled flights while others were transferred to other aircraft. As the dust had not yet settled, COVID-19 emerged. The aviation industry has dramatically suffered over the last year due to the beatings of the COVID-19 pandemic (Reference for Business, 2020). Restriction of movement brought down sharply the number of passengers; hence, it compelled many airlines, including Southwest, to ground most of their fleet. In mid-2020, Southwest Airlines operated below half of its fleets.
However, one exciting thing is that the company continued to profit despite grounding more than half of its fleet. Towards the end of 2020, the grounded aircraft, except the 737 Max, resumed their flights. By February 2021, the company had begun continuing its 737 Max aircraft after resolving the technical issue causing crashes (Booker, 2019). The company is doing well since it is flying more than three-quarters of its fleet. Thanks to the COVID-19 vaccine, this is a surety that the pandemic will subside. Many airlines will fly all of their fleets, and the passenger area will increase.
Identify a problem, opportunity, or goal that you could accomplish or overcome through a PR campaign.
One problem I will overcome through a public relations campaign is convincing customers to fly on the 737 Max. When the crashes occurred, more than 530 people died. These two incidents made many people worldwide scared of flying 737 max aircraft (Booker, 2019). Now that the technical problem has been solved, I will encourage people to consider flying it. I will do this by booking several flights with this aircraft and demonstrating how they solved the problem.
Describe what you expect for the outcome of your campaign.
My campaign’s outcome is that the trust of the passengers in the aircraft will develop gradually, and over time, like when there will be no incidence in the next three years, people will continue using it.
Describe specifically what success looks like for the client, such as 1,000 more social media followers, 300 attendees to the fundraising event, etc.
Southwest Airlines’ success will be realized when the company manages to fly all of its fleets and when the passenger develops trust and feels free and less worried when boarding the 737 Max.
Part B
What type of research information do you need based on the issue you selected for your plan?
In this research, I need to collect information about the passengers’ feelings about the 737 Max aircraft. I will also need to collect data from Boeing Company, the maker of this aircraft, to determine the safety measures it has put in place to guarantee the passengers. I will also engage the Southwest airline management to know their plans to build customer trust in its aircraft. The company has 34 737 max aircraft, meaning it carries many customers with this model (Pallini, 2020). Therefore, it must have a strategy to convince the customers to trust the re-examined aircraft.
How will you use the research results?
The results from my research would be used to convince and assure the public that 737 Max planes have been scrutinized and the problem identified and rectified.
What research method might you use to get this information?
In carrying out the research, I will use the qualitative method. This method will enable me to collect qualitative data, which will be first-hand or primary data that would help in concluding. I will use interviews and survey questionnaires (Stokes, 2014). The reason for using both is to enable me to reach many people and gather enough information.
Which specific publics need to be researched, focused on, or addressed? Why?
The people whom this research will be focused on are the technical team of Boeing company since they are the one that knows where the problem arises. The second stakeholders I will focus on are the Southwest airline managers since they have the airline’s strategic plan. I will focus on the frequent passengers who book Southwest flights to check on their feelings.
Conclusion
Southwest Airlines is the third-largest carrier in the American market. This airline operates as a low-cost carrier and flies to many destinations in a single day. It has recently been hit by the grounding of 737 max and also the Covid19. Despite all this, it has managed to make profits still. The airline is launching its flights as the pandemic wanes. It will have managed to fly all of its fleets in one or two years.
References
Booker, P. (2019). Southwest Airlines Nixes Boeing 737 Max Planes From Its Fleet Until April. Retrieved from https://www.npr.org/2019/12/17/788863022/southwest-airlines-nixes-boeing-737-max-planes-from-its-fleet-until-april
Fortune.com. (2020). Fortune 500: Southwest Airlines. Retrieved from https://fortune.com/company/southwest-airlines/fortune500/
Reference for business. (2020). Southwest Airlines Co Retrieved from https://www.referenceforbusiness.com/history/Sh-St/Southwest-Airlines-Co.html
Stokes, P. (2014). Research methods. London; New York, NY: Palgrave Macmillan,
Southwest.com. (2021). A Message from Gary Kelly. Retrieved from https://www.southwest.com/737-max/
Pallini, T. (2020). Southwest is reportedly looking to acquire up to 30 Boeing 737 Max jets even though travelers say they don’t want to fly on the troubled plane. Retrieved from https://africa.businessinsider.com/transportation/southwest-is-reportedly-looking-to-acquire-up-to-30-boeing-737-max-jets-even-though/sxz5z0m
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Question 
PR Case Study Part 1: Research and Planning
This assignment is broken up into two parts, Part A: Company Analysis and Part B: Research and Planning.
In 750-1,000 words, complete both Part A and Part B.
Research and Planning
This assignment uses a scoring guide. Please review the scoring guide prior to beginning the assignment to become familiar with the expectations for successful completion.
APA format is not required, but solid academic writing is expected.
You are required to submit this assignment to LopesWrite. Refer to the LopesWrite Technical Support articles for assistance.
Part A
Choose an organization on which you want to base your public relations case study. Select an organization that you are able to access enough information to complete all the parts of this project. Consider options such as a Fortune 500 company, an organization on the Inc. 5000 list, or a large non-profit organization. Seek instructor approval for your selection.
Write a company analysis. Include the following:
- A company summary that includes the following: describe the company or organization, what it does, the size of the organization, when were it was founded, and where it is located.
- A situational analysis or summary that includes the following: observations on the current state of the business and where it is relative to its goals, any other specific observations such as if the business has been in the news recently or if it adopted a new policy or rule that affects customers, and any general observations related to the organization.
- Identify a problem, opportunity, or goal that you could accomplish or overcome through a PR campaign.
- Describe what you expect for the outcome of your campaign.
- Describe specifically what success looks like for the client, such as 1,000 more social media followers, 300 attendees to the fundraising event, etc.
Include two or more scholarly resources.
Part B
Based on the problem, opportunity, or goal that you wish to accomplish or overcome, that you chose in Part A, identify the following research items:
- What type of research information do you need based on the issue you selected for your plan?
- How will you use the research results?
- What research method might you use to get this information?
- Which specific publics need to be researched, focused on, or addressed? Why?
Include two or more scholarly resources.
COM-370 PR Case Study Part 1: Research and Planning Scoring Guide
| Grading Category | Points | Comments |
| A company summary that includes the following: describe the company or organization, what it does, the size of the organization, when were it was founded, and where it is located. | ___/ 16 | |
| A situational analysis or summary that includes observations on the current state of the business and where it is relative to its goals. Any other observations such as if the business has been in the news recently, if it adopted a new policy or rule that affects customers, and any general observations related to the organization. | ___/16 | |
| Identify a problem, opportunity, or goal that you could accomplish or overcome through a PR campaign. | ___/16 |
|
| Describe what you expect for the outcome of your campaign | ___/16 | |
| Describe specifically what success looks like for the client, such as 1,000 more social media followers, 300 attendees to the fundraising event, etc. | ___/16 | |
| What type of research information do you need based on the issue you selected for your plan? | ___/ 5 | |
| How will you use the research results? | ___/ 5 | |
| What research method might you use to get this information? | ___/ 5 |
|
| Which specific publics need to be researched, focused on, or addressed? Why? | ___/ 5 | |
| Total | ___/100 |