2008 PR News Platinum Winner: Blog


The winners and honorable mentions in this year's PR news Platinum PR awards issue exemplify the most innovative approaches to redefining traditional PR with anything-but- traditional strategies. From a marketing communications effort that united a country over the search for the stars of a 1950s TV commercial to an event that landed a flock of pink flamingos around the windy city, the following winner confirms that the PR profession has indeed stepped out from the shadows to take a front-and-center role in delivering business results to their own organizations, and to their clients. Below is the winner of the 2008 PR News Platinum PR award for blog.

Southwest Airlines

Nuts About Southwest

Southwest Airlines' "Nuts About Southwest" blog has been a digital darling ever since its inception but, never one to ride on the coattails of early success, the airline's PR team knew it needed to keep the blog fresh in order to keep it relevant. So, over the course of the past year, the execs ramped up the blog's presence to include the latest and greatest social media features.

A Real Charmer

Southwest's blog built a loyal following based on its authentic and transparent content provided by employees in all corners of the company. And, while the posts are often about what's going on within the company and the airline industry, the blog has also been a platform for candid conversations among the company's stakeholders. Case in point: one employee blogged about his first colonoscopy and, three months later, a reader called him to thank him for saving his life by inspiring him to get a checkup.

But these stories don't necessarily impact the business strategy or the bottom line; what does is the team's decision to bring together the various channels of communication it had with customers, integrating them into the blog. Among the new features:

·         A video blog;

·         Reader polls; and,

·         Options to personalize content.

Sometimes You Feel Like a Nut

The upgrades made to the Southwest blog proved to be worth their weight in bandwidth. The ability to customize their experience on the site drew exponentially more consumers to the site; from January 2007 to March 2007, the number of visitors jumped by nearly 100%.

"We know that our people are our greatest asset," says Linda Rutherford, vice president of PR and community affairs. "The blog gives our employees a platform to share their industry knowledge, exchange personal stories and connect our customers to the Southwest culture we live and experience every day."




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Conference

 Social_Media_Conference_180x150_ep
At PR News’ Social Media Conference, taking place October 9 at New York City’s Grand Hyatt, you will receive instruction from experienced social media communicators and take away practical knowledge that you can put to work right away as soon as you return to the office.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.