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Running Head: Southwest Airlines PR Communication Process Analysis University of Phoenix Tiffany York MKT 438 Stephanie Jensen 10/20/2004 Southwest Airlines: PR Communication Process Analysis Effective communication is key to any businesses' success. The communication process is essential to employee morale, efficiency, and bottom line profits. Both internal and external publics are addressed in the communication process. The external publics consist of vendors, competitors, customers, and Wall Street. This paper will discuss the communication process, and the impact of effective communications to Southwest Airlines external publics. The communication process is essential to a successful bottom line. According to Fraser Seitel the author of The Practice of Public Relations, the communication process begins with a sender, who issues a message that is encoded. In the encoding stage, the message is translated and then conveyed to the receiver. From this point the message is decoded before the receiver receives it. In the decoding stage, the receiver interprets...

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