Strategic Organizational Communication

Shockley-Zalabak (2012) describes strategic organizational communication as “communication processes in which organizational messages are deliberately generated and guided by organizational objectives” (p. 353). Keeping this in mind, explore Southwest Airline’s Web site in depth:

  • Identify the overall message Southwest Airlines is attempting to convey to stakeholders.
  • Which stakeholders are targeted on this Web site?
  • Identify uses of marketing verses public relation functions with these stakeholders.
  • Do you feel that Southwest Airlines has successfully integrated their marketing communications? Explain why or why not.

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