A Dartmouth College MBA candidate was the Grand Prize winner in the 2005 Case Study Competition in Corporate Communications sponsored by the Arthur W. Page Society and the Institute for Public Relations.

Jennifer Kaye's study of the communications strategy used by Coca-Cola India to restore public trust in its product in the aftermath of safety allegations concerning the beverage earned her the top honors in the four-year-old competition. She will receive the $5,000 cash prize at the Page Society's annual Spring Seminar, taking place April 7 and 8 at the St. Regis Hotel in New York City. The winner's faculty adviser, Paul A. Argenti, will also be honored at a dinner on April 7.

With two categories of submissions in this year's competition –those from business schools and those from communications/journalism schools – judges selected the Grand Prize winner from among the two top winners in each category.

In the communications/journalism schools category, cash prizes will also go to students from the University of Missouri, Brigham Young University and Michigan State University. In the business schools category, cash prizes also will be awarded to students from the University of Virginia, the University of Notre Dame and Baylor University.

The winners were selected from among 42 entries, nearly evenly divided between business schools (22 entries) and communications/journalism schools (20 entries). The total submissions represent a 13 percent increase over last year's competition and included entries from Australia, Canada, Singapore and Turkey, as well as from schools throughout the United States.

"The aim of this competition is to encourage future business leaders to understand the kinds of communications and reputation management challenges that will confront them in their careers and to develop an appreciation for employing the principles of effective public relations strategies in meeting those challenges," said Thomas R. Martin, senior vice president – corporate relations at ITT Industries and president of the Page Society. "By researching and writing about real business problems," Martin said, "students can get an appreciation for what it means to be a CEO or senior manager."

The sponsoring organizations for this year's prizes are the Arthur W. Page Society, a select membership organization for senior public relations and corporate communications executives, and the Institute for Public Relations, an independent foundation dedicated to the science beneath the art of public relations.

Judges for the 2005 competition were Catherine V. Babington, vice president – investor relations and public affairs, Abbott Laboratories; Patty Blackburn, senior vice president – corporate communications, Bank of America; Elizabeth Brooks, vice president – corporate communications, Nextel; R. Jeep Bryant, managing director – global head of communications, The Bank of New York; Barbara S. Carmichael, The Brunswick Group; Debra Sanchez Fair; James Farmer, vice president – merchandising, advertising and communications, GMAC; Michael Goodman, Ph.D., director – Corporate Communication Institute, Fairleigh Dickinson University; Steven Hoechster, senior vice president, Euro RSG Magnet; Richard s. Kline, regional president and senior partner, Fleishman-Hillard, Inc.; Alan Kelly, chief executive officer, Applied Communications Group; Frank Ovaitt, president, Institute for Public Relations; Douglas G. Pinkham, president, Public Affairs Council; Ellen Robinson, executive vice president – communications and government relations, Tennessee Valley Authority; Richard J. White, vice president-corporate communications, Wisconsin Energy Corporation; and W. Ward White, former vice president – corporate relations, Northwestern Mutual.

Entries were evaluated on the basis of the case study's relevance and timeliness, the significance of the business problem addressed and the critical issues it raised, as well as how application of the Page Principles might lead to successful resolution of those issues. The Page Principles are core principles of business conduct that have influenced thousands of thought leaders throughout the country

Grand Prize Winner

Jennifer Kaye, student; Paul A. Argenti, faculty adviser, Tuck School of Business, Dartmouth College

Title:
Coca-Cola India

Abstract:
On August 5, 2003, The Center for Science and Environment, an NGO in India, attacked the safety of Coca-Cola India's products in a press release titled "Twelve Major Drink Brands Sold in and around Delhi Contain a Deadly Cocktail of Pesticide Residues." Though Coke was well within the Indian government's legal limits for pesticide residue in beverages, the country's standards were weak and full of loopholes, making them meaningless. Coke India CEO Sanjiv Gupta had to decide on the most effective communication strategy to restore public trust and had to weigh a larger policy decision at the same time: Should Coke take on a leadership role and help create higher standards for food and beverage safety?

Prizes:
$5,000 student; $1,500 faculty adviser

The Coca-Cola India case may be downloaded here.
A teaching note may be downloaded here.
A slide presentation may be downloaded here.

Winning Entries – Business Schools

First Place

Alexandra Ranson, student; Elizabeth Powell, faculty adviser, Darden Graduate School of Business, University of Virginia

Title:
Euronext N.V.: The Fight for LIFFE

Abstract:
LIFFE, a prestigious British derivatives exchange, is up for sale. Euronext, an exchange recently formed from the merger of the Paris, Amsterdam and Brussels stock exchanges, wants to buy it. But Euronext is up against two much more established and powerful rivals -- and one of them is the hometown favorite. Will a high price be enough to win?

Challenging students to step into the shoes of Euronext's communications director to devise a plan to persuade LIFFE to choose Euronext, this case highlights the indelible link between strategy and communication, and the importance of cross-cultural awareness, positioning and message framing in the context of the Page Principles.

Prizes:
$2,500 students; $650 faculty adviser

The LIFFE case may be downloaded here.
A teaching note may be downloaded here.
A slide presentation may be downloaded here.

Second Place

Jennifer E. Bailey, Cameron A. McHale, Shannon J. Rainer, students; James S. O'Rourke, faculty adviser, Mendoza College of Business, University of Notre Dame

Title:
Starbucks Corporation: Can Customers Breastfeed in a Coffee Shop?

Abstract:
A customer complaint prompts an increasingly powerful special interest group to target Starbucks as its next corporate victim. Led by Lorig Charkoudian, a "nurse-in" staged outside of a Maryland Starbucks store forces the company to address the complex issue of public breastfeeding. Varying constituent views and changing state legislation regarding breastfeeding complicate the situation even further. As a corporation that pride itself on diversity and sensitivity, Starbucks must decide how to satisfy its most profitable customer segments without discriminating against others or violating the law.

Prizes:
$1,500 students; $350 adviser

The Starbucks Corporation case may be downloaded here.
A teaching note may be downloaded here.
A slide presentation may be downloaded here.

Third Place

April Mollerberg, student; Dr. Anne Grinols, faculty adviser, Hankamer School of Business, Baylor University

Title:
United States Postal Service: Lessons in Crisis Communication

Abstract:
Crisis, regardless of size or scope, is an inevitable occurrence for every organization. Organizations must be prepared to handle crisis situations; communication is one of the main ways to respond. The quality of communication will ultimately determine the success of the organization. This case analyzes the U.S. Postal Service response to crisis (anthrax scare of Fall, 2001) and offers insightful lessons in crisis communication for managers.

Prizes:
$800 student; $200 adviser

The United States Postal Service case may be downloaded here.
. A teaching note may be downloaded here.
. A slide presentation may be downloaded here.

Winning Entries – Communications/Journalism Schools

First Place

Megan Perry, Laura Chia, Meredith Stevens and Rupa Rajagopalan, students; Yan Jin, faculty adviser, School of Journalism, University of Missouri

Title:
Managing the Tide, Marketing to Controversial Demographics

Abstract:
This case is an in-depth look at how Procter and Gamble, a Fortune 500 company known for its wholesome family image, was caught in a marketing undertow. The company prides itself on targeting its most profitable customer demographic which recently included the gay market, causing a large and very public conflict of interest with the company's traditionally conservative base. Many global companies will have to address this issue of cultural acceptance in advertising. This case analyzes events leading up to the public accusations and steps the company took to preserve its reputation.

Prizes:
$2,500 students; $650 faculty adviser

The Procter & Gamble case may be downloaded here.
A teaching note may be downloaded here.
A slide presentation may be downloadedhere.

Second Place

Alison Fors, Brandie Gonzalez, Elizabeth Hawkins, Brittney McLaws, students; Brad Rawlins, faculty adviser, College of Fine Arts & Communications, Brigham Young University

Title:
Boeing Co.: Government Contracts and Conflicts of Interest

Abstract:
The Boeing Co. has consistently been an industry leader in this nation's aeronautical history. Despite this unprecedented success, Boeing's past has been littered with scandals, government investigations and litigation. During and after each of these conflicts, Boeing has made strides to revamp corporate ethical conduct and repair its damaged reputation. Once again however, Boeing is under the public's scrutinous eye for improper employee contacts with government officials. As Phil Condit, Boeing CEO considers the situation, he must decide how to bring the battered company to its feet once again. Can Condit save the face of Boeing this time?

Prizes:
$1,500 students; $350 faculty adviser

The Boeing Co. case may be downloaded here.
here. A teaching note may be downloaded here.
A slide presentation may be downloaded here.

Third Place

Jounghwa Choi, student; Teresa Mastin, faculty adviser, College of Communication Arts & Science, Michigan State University

Title:
How Dumplings Became Garbage?: The Korea Food and Drug Administration's Handling of a Food Scare.

In June 2004, the Korea Food and Drug Administration (KFDA) had difficulty handling a spoiled food case, related to dumplings. Agitated by the sensational media reports under the title of "garbage dumpling," there was a tremendous public outcry. The KFDA's passive involvment in the investigation in the absence of communication with the police contributed to the circulation of inaccurate information that caused public confusion. Many of the alleged companies were later found to be innocent but not before severe damage to the dumpling industry. As KFDA mistakes were revealed, it appeared that the organization more often made excuses rather than take responsibility for its actions. In the absence of KFDA efforts to shape the issue accurately, the organization watched its public trust disappear.

Prizes:
$800 student; $200 faculty adviser

The Korean Food & Drug Administration case may be downloaded here.
here. A teaching note may be downloaded here.
A slide presentation may be downloaded here.

For more information, contact:
Paul Basista, Executive Director
Arthur W. Page Society