Case Study
JetBlue Airways:
How one of the top
airlines in the U.S.
soars using Cision’s
PR software.
JetBlue Airways offers flights to over 80
destinations with free inflight entertainment,
free brand-name snacks and drinks, lots of
legroom and award-winning service across the
U.S., Caribbean and Latin America.
JetBlue needed a change in its PR strategy. The
airline had found itself going back and forth
between five separate vendors for its various PR
needs. It was looking for a way to consolidate
all of the platforms into one, comprehensive
solution that would ultimately minimize the time
spent in the PR life cycle.
“We wanted a costeffective, userfriendly solution
that would allow
us to save time
bouncing back
and forth between
platforms.”
“We wanted a cost-effective, user-friendly
solution that would allow us to save time
bouncing between platforms,” said Mike Miller,
Media Relations Manager for JetBlue. “Our
current vendors, as a whole, were not getting
the job done — a few weren’t user-friendly and
when we had staff turnover we would have
to teach our new employees five different
interfaces.”
— Mike Miller
Media Relations Manager
Executive Summary
JetBlue Airways is a leading carrier in Fort Lauderdale/Hollywood,
Boston, New York City, Los Angeles/Long Beach, Orlando and
San Juan. JetBlue carries 30 million customers a year to 81
cities in the U.S., Caribbean and Latin America with an average
of 750 daily flights.
Challenges
JetBlue was looking to consolidate five separate PR software
solutions into a single one that would allow the company to
save time by eliminating the need to shuffle between multiple
platforms.
Solution
Cision offered the airline a comprehensive solution with its
media database, media monitoring and media distribution
software. Using Cision’s Broadcast Monitoring tool, JetBlue can
organize all their broadcast coverage to understand total impact,
increase reach and analyze sentiment for each placement.
The airline began looking at the available
us.cision.com 866.639.5087 332 S. Michigan Ave., Chicago IL 60604
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Case Study
options for a comprehensive solution, and
sought out Cision after a recommendation from
two JetBlue team members who had previously
used the software.
“We were
immediately
impressed with
the in-depth
media details that
could be found in
the database and
comprehensive
coverage we
would be able to
monitor.”
— Mike Miller
Media Relations Manager
“When we looked at Cision, we were immediately
impressed with the in-depth media details
that could be found in the database, and the
comprehensive coverage we would be able to
monitor,” said Miller.
Miller also mentioned that usability was a factor
in choosing Cision over the competing platforms.
“There are a lot of products available, but a lot of
them require you to figure out for yourself how
to get the best use from them,” he said. “Since
we require a lot of info on the fly and need to
respond immediately to media mentions, we
were seeking a solution we could dive into
without any hassle.”
A simple, cost-effective solution:
CisionPoint
JetBlue currently has access to Cision’s Media
Database, Media Monitoring, Broadcast
Monitoring and Press Release Distribution
tools. The combination of these tools allows
an international corporation, like JetBlue, to
fold all its U.S., domestic and international
influencers into Cision’s database and add them
to distribution lists – something the airline was
unable to do before.
us.cision.com 866.639.5087 332 S. Michigan Ave., Chicago IL 60604
“The onboarding process with Cision was great,”
said Miller. “The representative that we were
working with answered all of our questions and
the initial online training and tutorials have
helped us make the transition period painless.
We are using Cision the way that makes sense
for us, and as we learn more about the software
through more detailed trainings we are confident
we will find it even more effective.”
“We are really impressed with the ability to
develop media lists and identify influencers
quickly with the option for custom lists at our
fingertips,” Miller said. “The detailed press
release pick-up report is also something that we
find extremely useful and were not privvy to with
our previous vendor.”
The press release pick-up report shows
customers how their press release perfomed
compared to past press releases, what time of
the day the release received the most views,
which news sites picked up their story and how
much the release is being shared on social
media.
“I would recommend Cision to anyone who is
searching for a comprehensive solution that
delivers customized results at a competitive
price,” Miller said.
“We are really
impressed with
the ability to
develop media
lists quickly and
have the option
for custom lists at
our fingertips.”
— Mike Miller
Media Relations Manager
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