How Southwest Airlines creates meaningful, memorable content

It’s all about capturing moments that matter. Read on for the airline’s tips to make your storytelling soar—even during turbulent times. 

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If you’re struggling to achieve meaningful social media liftoff, Southwest Airlines is a terrific source for storytelling fuel.

Derek K. Hubbard, spokesman for Southwest Airlines, shared timeless lessons and practical solutions for communicators eager to break through the noise at PR Daily’s Media Relations and Measurement Virtual Conference on Friday, May 15. According to Hubbard, it starts and ends with telling better stories.

“Storytelling is capturing moments that matter. It’s the heart of how we connect with our audiences,” he says.

For inspiration on what that might look like, Hubbard referenced Southwest’s emotion-packed, tear-jerking “Bringing Dad Home” video, which won a 2019 PR Daily award and earned widespread media coverage.

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