FORT WORTH, TX: American Airlines (AA), which recently said it will begin charging most customers $15 per checked bag, has focused its overall communications strategy on explaining to consumers the challenges the industry is facing, given increasing fuel prices.

AA's "ongoing PR strategy will continue to highlight the impact of fuel and other factors dealing with our business," according to Mike Flanagan, SVP at Weber Shandwick, AA's AOR. "Specifically how we're balancing our needs to stay viable as an ...