2010 15-to-Watch (Corporate/Nonprofit): Ashley Pettit

Ashley Pettit

Public Relations Specialist, Southwest Airlines Company

Ashley Pettit specializes in going beyond the buzz to measure the impact of the Southwest Airlines communication team’s efforts, giving concrete evidence on how the communication function contributes to the bottom line. She consistently works with team members to source-code each and every communication effort, from which she was been able to link more than $3 million in sales back to various communication activities. She also delivers a monthly “Communication Scorecard” for company leaders highlighting news coverage and social media buzz surrounding the company, demonstrating expertise in understanding exactly how communication activities are received. — BM

Typical Day: “At Southwest Airlines, every day brings a new challenge, a few surprises and lots of peanuts. My time is spent managing our media monitoring and measurement program. On any given day, you’ll find me analyzing news coverage and social media buzz, linking communication activities to ticket sales on southwest.com and studying Web traffic on our employee intranet. In my spare time, I’ve been known to organize special projects and events, produce episodes of our weekly employee newscast and create positive buzz for Southwest Airlines.”

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