Principal External Communications Consultant

Department:
Communications & Brand Reputation
Our Company Promise
We are committed to provide our Employees a stable work environment with equal opportunity for learning and personal growth. Creativity and innovation are encouraged for improving the effectiveness of Southwest Airlines. Above all, Employees will be provided the same concern, respect, and caring attitude within the organization that they are expected to share externally with every Southwest Customer.
Job Description:
As Principal External Communications Consultant, you’ll help shape, amplify, and protect Southwest’s reputation with the media, Customers, Employees, and other influential stakeholders. Serving as a trusted advisor and Company spokesperson, you’ll counsel business areas and Leaders across the airline, applying expert knowledge of Southwest’s operational, network, business, and support functions to develop clear messages and strategies for diverse audiences. You’ll build meaningful media relationships, position Executives and Employees to share Southwest’s story, and influence travelers as Southwest expands its global reach. From responding to daily media inquiries and leading press events to managing crisis communications during emergencies and irregular operations, you’ll translate complex, rapidly evolving issues into credible and actionable messages. Through strategic judgment, real-time media engagement, and reputation-focused storytelling, you’ll help Southwest navigate pivotal moments, strengthen public trust, and communicate with clarity and confidence around the clock.
Additional details
The culture of Southwest Airlines means we value the camaraderie, collaboration, and innovation that occurs when we come together and interact face-to-face at our vibrant Corporate Campus. Due to the nature of this role, you would be required to work from our Dallas, TX Headquarters facility during business hours.
U.S. citizenship or current authorization to work in the U.S. required and no current or future work authorization sponsorship available.
We’re committed to fair hiring practices and to making employment decisions without regard to race, color, religion, sex, sexual orientation, gender identity, gender expression, national origin, age, military or veteran status, disability, genetic information, or other legally protected characteristics.
Responsibilities
Distill multiple complex issues into easily understandable and actionable messages for various Stakeholders, including media, Executives, Employees, and Customers
Serve as an External Spokesperson by responding to media requests for information by researching, writing, and issuing external responses on behalf of the Company
Develop solid and meaningful relationships with external media outlets to secure media placements for Southwest narratives, including highlighting Senior Executives and Employees
Mitigate potential reputational issues among media, Customers, and/or government organizations by researching emerging issues with experts across the Company to advise, develop, and issue the most effective response from Southwest
Prepare and accompanies Southwest Executives on media interviews or speaking opportunities by guiding messaging and monitoring reputational impact following those opportunities
Write news releases, media advisories, talking points, fact sheets, blogs, and presentations, and provides strategic direction for their distribution; oversees development of multimedia assets such as photos, videos, podcasts, and other creative content that supports the Company’s public relations activities
Plan and/or directs external press events that announce Southwest news and engender favorable perceptions among the public, media, and Stockholders regarding Company accomplishments, results, responses, and strategies
Respond to daily media inquiries in real-time as a Southwest Spokesperson and monitors media sentiment to inform responses and potential shift in approach.
Responsible for weekly 24/7 media response on-call shifts multiple times throughout the year, including nights, weekends, and holidays and maintains availability 24/7 for communication counsel, strategic message development, and the issuance of media responses during unplanned operational and reputational incidents
Activate during any emergency declared via the HECC, Go Team, or Communications Department and will actively develop, issue, and monitor crisis responses on behalf of Southwest
Contribute to maintaining and publishing content to our website for media: SWAMedia.com
Represent Southwest as a speaker/presenter at external conferences and community events
Perform other job duties as directed by Leaders.
Knowledge, Skills and Abilities
Expert knowledge of media industry, with an editorial mindset, to support production of communications, including novel and compelling ways to inform, persuade and entertain audiences via written, oral, and visual media materials
Expert knowledge of the English language with a wide vocabulary and dexterous knowledge of creative writing, the definitions and spelling of words, rules of composition, and grammar
Expert problem solver skilled in using logic and reasoning to identify pros and cons, strengths and weaknesses, and develops solutions, conclusions, or alternate approaches as situations evolve and force additional decisions
Expert in understanding the implications of new information for both current and future problem-solving and decision-making
Skilled at public speaking and presenting in front of senior level Leaders and external audiences
Ability to navigate simultaneously across a wide range of stakeholders to listen, comprehend, correlate, and communicate in writing or speaking
Ability to craft answers to specific and complex problems by applying general rules that produce materials for media and internal stakeholders and disseminates Company messaging to protect the Company’s reputation
Ability to assimilate information into general rules or conclusions including finding relationships among unrelated events
Ability to generate unconventional and clever ideas to address topics and situations and to creatively solve problems
Ability to identify and predict current, or potential, reputational risks in Company messaging and develop mitigating actions and/or messaging
Ability to guide approvals and development of messages through Legal, Investor Relations, Executive Leadership, etc. to achieve approved messaging for public release
Ability to navigate confidential information, formulating robust plans to communicate while protecting and navigating risks of information being released to the public prematurely
Education
Required: High School Diploma or GED
Experience
Innovator-level experience, highest level of knowledge in: Public Relations, Executive Communication Communications strategy, message dissemination, and measurement analysis. Experience identifying and managing communication during a crisis. Leading cross-functional projects. Media Communication
Licensing/Certification
N/A
Physical Abilities
Ability to perform work duties from limited space workstation/desk/office area for extended periods of time
Ability to communicate and interact with others in the English language to meet the demands of the job
Ability to use a computer and other office productivity tools with sufficient speed and accuracy to meet the demands of the job
Other Qualifications
Must maintain a well-groomed appearance per Company appearance standards as described in established guidelines
Must be a U.S. citizen or have authorization to work in the United States as defined by the Immigration Reform Act of 1986
Must be at least 18 years of age
Must be able to comply with Company attendance standards as described in established guidelines
Pay & Benefits:
Competitive market salary from