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The tools Southwest uses for public relations are social media, Internet, newsletters, corporate letters, press conferences, sponsorship, and spokespersons.

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Southwest's target public's are customers (past and present), potential customers, employees, and stakeholders.

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By delivering consistent messaging, goal alignment, stakeholder feedback, and a measurement of criteria Southwest will be able to address all major internal PR issues.

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The main PR goals of Southwest is to differentiate themselves from other airlines and influence their public opinions.

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One of Southwest's main goals is to  put themselves at the front of the line for diversity.