June 2010

MEMBER NEWS

Angela Buonocore, senior vice president and chief communications officer, ITT Corporation is being honored with a Woman of Power and Influence award from the National Organization of Women, New York City. The Woman of Power and Influence award celebrates trailblazing women in law, politics, and business, many of whom were the first to break through the glass ceiling. The award recognizes outstanding women for their leadership, achievement, and contributions to their companies and communities. Angela will join a distinguished circle of women leaders who have not only forged a clear path of success for themselves but who have actively contributed to paving the way for others. Past honorees include Elizabeth Holtzman, Rachel Maddow, Donna Orender, Preeta Bansal, Marlene Sanders, Anucha Browne Sanders, among other luminaries. The National Organization for Women in New York City, established more than 40 years ago, advocates for the women and girls of New York. The organization promotes reproductive health, helps women gain economic empowerment and fights to end discrimination and violence against women. Angela will receive the honor at the 22nd Annual Women of Power & Influence Awards to be held on June 23, 2010 at the Grand Hyatt in New York City.

Jon Iwata, senior vice president, marketing and communications, IBM Corporation presented the commencement address at San Jose State University on May 29th to more than 8,000 graduating seniors and graduate students.The ceremonies, at Spartan Stadium, marked the 153rd year of the university, which was the first public university established in California. Iwata is a l984 graduate of the public relations degree program in the School of Journalism and Mass Communications. Page Society member Dennis Wilcox, now professor emeritus, hosted a reception for Iwata and other public relations alumni following commencement.

Richard Edelman, president and chief executive officer of Edelman has been recognized as one of America's 10 favorite bosses. Glassdoor recently took a survey of employees of some of the most popular companies, asking workers what they thought of the way their bosses were running the company. Richard Edelman is in good company with such business leaders as Ken Powell, CEO of General Mills; Steve Jobs, Apple CEO; Edward Zore, Northwestern Mutual CEO; Gary Kelly, Southwest Airlines CEO; Eric Schmidt, Google CEO; and John Hennessy, Stanford President. Click here to read "America's 10 Favorite Bosses." Read Richard Edelman's blog post here.

Tom Martin, Executive-in-Residence in the Department of Communication, has co-authored a new textbook on public relations. The book, "An Overview of the Public Relations Function," has been published by Business Expert Press. Martin's co-authors are Dr. Shannon Bowen of Syracuse University and Dr. Brad Rawlins of Brigham Young University. The book covers such topics as stakeholder relationships, lobbying, reputation management and segmentation of publics and includes a number of case studies that illustrate how theory translates into practice as companies tackle tough issues. Page Society Members Don Stacks and Don Wright are the editors of this series of books, called the Public Relations Collection. Martin joined the Department of Communication in 2007 after his retirement from ITT Corporation, where he served as senior vice president and director of corporate relations. He currently teaches courses in strategic communication management and public relations campaigns.

Michael Goodman, professor at Baruch College/City University of New York and founder and director of Corporate Communication International (CCI) has co-authored a new book, "Corporate Communication: Strategic Adaptation for Global Practice." The book provides a framework for describing the challenges that chief communication officers at Fortune 500 companies face today -- the rapidly changing global economy, a revolution in communications channels fueled by the Internet and a substantially transformed understanding of what a 21st-century corporation stands for, and the accompanying communications challenges. The book also examines the impact of globalization, Web 2.0 and the networked enterprise on current corporate relationships with key stakeholders such as customers, employees, shareholders, communities and regulators. In examining these forces and how they are interwoven, Goodman offers insights and strategies for deploying effective communication as a strategic business asset in today's global economy. Several Page Society members were interviewed or their publications cited, as part of the book. The book is available through Peter Lang Publishing globally, as well as Amazon.com and Barnes and Noble.

Jerry Swerling, director of PR Studies and the Strategic PR Center, USC Annenberg School for Communication & Journalism has published the latest update to the Communication and Public Relations Generally Accepted Practices (GAP) Study, which is published on a biennial basis by the Strategic Communication and Public Relations Center (SCPRC) at the USC Annenberg School for Communication & Journalism. Among the key findings of Gap VI are that new digital media tools are more likely to be under the sway of PR/Communication, despite the ongoing debates over whether PR/Communication or Marketing should control the use of digital and social media. With regard to whether or not the activities of the PR/Communication function can be objectively evaluated and, if so, how much should be invested in measurement, the study reveals that the more a company spends on evaluation, the greater the likelihood that the chief executive officer believes PR/Communication contributes to financial success. Report 3, which covers trends in areas of responsibility, digital/social media and measurement/evaluation, is now available for download at www.annenberg.usc.edu/scprc (GAP VI, Report 3). Of particular interest is the data on the relative degrees of budgetary and strategic control over digital/social media exercised by the PR/Communication and Marketing functions. A total of 382 communication decision makers in corporations, nonprofit organizations, and government agencies participated in GAP VI, for which most data was collected in the last quarter of 2009.Several Page Society members participated in the study.

Bulldog Reporter recently interviewed Perry Yeatman, senior vice president of corporate affairs, Kraft Foods whose tenure as Kraft Food's corporate affairs chief spans a period of dramatic change, including its spinoff from Altria (Philip Morris), escalating concerns over trans fats and high-fructose corn syrup and, earlier this year, the acquisition of British confectioner Cadbury in a $19 billion deal. Yeatman talked about the lessons from the Cadbury acquisition, the responsibilities that come with having so many iconic brands - and why she never gets bored with her work. She also shares valuable social media insights and PR tips. Yeatman points to some of the salient insights and issues that emerged from Arthur W. Page Society's Spring Seminar, "Becoming Indispensable to Your Organization," held in New York. Perry Yeatman served as the chair of the 2010 Spring Seminar. To read the full interview, click here.

Peter Horowitz will join the full-time faculty at Baruch College, CUNY, as lecturer in Communications Studies in August. He resigned as chief marketing officer of Shearman and Sterling LLP in March 2010, after 30 years in senior roles at various professional servicesfirms, notably PricewaterhouseCoopers. Horowitz will teach graduate courses in Reputation Management and Employee Communications and undergraduate courses in Corporate Communications and Business Communications, the latter principally a business writing course. He also has some research projects underway on (1) The Rise of the Recognition Business and (2) Rethinking the Role of the CEO in Corporate Communications. Peter can be reached at peterhorowitz@yahoo.com.

Loretta Ucelli has joined the Peter G. Peterson Foundation (PGPF) as vice president for communications and public affairs. In this capacity, Ucelli will be responsible for the development and execution of the Foundation's overall communications and public affairs strategy.She will also oversee a variety of Foundation efforts including media relations, public awareness and advertising, opinion research, and targeted outreach. "With her extensive experience managing high-profile communications efforts, Loretta is known for developing strategies that connect effectively with the American people. She will help the Foundation bring the nation together to find sensible solutions to its pressing fiscal issues," said Peter G. Peterson, PGPF founder and chairman. Ucelli has spent her career as a top advisor to some of the world's most influential public and private sector leaders and organizations. She served as President Bill Clinton's Director of White House Communications during his second term. Ucelli also held the positions of senior vice president for worldwide communications at Pfizer Inc., and executive vice president for communications and external affairs at Columbia University. She can be reached at lucelli@pgpf.org.

Elizabeth Toth, Ph.D., professor and chair of the University of Maryland Department of Communication, will teach the first course of a four-course communication management certificate program in June, 2010. The Certificate in Communication Management is a concentration available through the University of Maryland School of Public Policy Executive Master's of Public Management Program.

PAGE SOCIETY NEWS, EVENTS AND PROGRAMS

Arthur W. Page Society announces new president. The Page Society has appointed Julia Hood, a recognized thought leader in the Public Relations field, to the newly created position of President. Hood comes to the Page Society from Haymarket Media where she was deeply involved in the Public Relations industry as a reporter, editor and, most recently, as Publishing Director of PRWeek and its sister publication, DMNews. In the new president role, Hood will serve as a strategic partner to the Page Society chairman, Bill Margaritis, and to the Board of Directors. "Julia Hood brings the kind of leadership and strategic thinking that will help advance the mission of the Page Society in the years ahead," said Bill Margaritis, senior vice president, global communications and investor relations, Fed Ex Corporation and the current chairman of the Arthur W. Page Society. "Julia intuitively understands the principles on which the Page Society is based. These principles will be increasingly important as companies and their Chief Communications Officers seek to create more authentic and transparent communications with important stakeholders." Hood officially takes up her duties on July 12. For more information, click here for the press release. To read the letter to Page Society members from Bill Margaritis announcing the new president, click here.

We are delighted to welcome the following New Members into the Arthur W. Page Society:

• Gualberto Ranieri, senior vice president, communications, Chrysler Group LLC

• M. Clayton Hollis, Jr., vice president, public affairs, Publix Super Markets, Inc.

Click on the links above to view their profile and contact information in the Page online member directory.

Registration is now open for the Arthur W. Page Society's 27th AnnualConference!
Join us September 26-28, 2010 for "Being Indispensable: CCOs as Curators of Culture" at the Terranea in Palos Verdes, California. The conference will examine why the CCO is uniquely positioned to be the organization's "Curator of Culture." From stories on company turnarounds to game-changing best practices to CEO strategies, the conference will provide valuable advice on why the CCO is uniquely positioned to be the organization's "Curator of Culture" and how CCOs can add significant value to their organizations. To register online, click here. Online registration is quick and easy. You may access the online registration anytime from the Arthur W. Page Society Web site at http://www.awpagesociety.com/ by clicking the gold button at the bottom of the page, "2010 Annual Conference." If you would prefer to email, fax or mail your registration, click here to download a printable registration form. To make hotel reservations, call the Terranea directly at (310) 265-2770. The Page Society has negotiated a favorable room rate of $265 (ROH room) per night plus taxes. Be sure to mention Arthur W. Page Society.

In an effort to help prepare for the future by educating and developing outstanding leaders in our field, the Arthur W. Page Society regularly joins forces with the Institute for Public Relations and the Council of Public Relations Firms to co-sponsor the Public Relations Leadership Forum. Our next Leadership Forum takes place August 25 - 27 in New York City. Now in its 6th successful year, the Leadership Forum provides opportunities where rising professional corporate communicators, with similar responsibilities, work experience, needs and ambitions can learn from each other and their colleagues from leading public relations firms. Attendees at this limited-enrollment event also enjoy enhanced networking possibilities similar to what many senior professionals receive from the Page Society and the Seminar. An impressive instructional team has been put together and includes Harold Burson, founder and chairman, Burson-Marsteller; Tom Kowaleski, vice president - corporate communications, BMW North America; Page Society past presidents Roger Bolton and Tom Martin; noted digital media expert Dallas Lawrence, MD of Proof Integrated Communications; among others. Complete details including registration information can be found at: http://www.instituteforpr.org/education/PRLF_east/ or from Page Society and Institute board member Dr. Don Wright of Boston University, who directs the program, at DonaldKWright@aol.com or 617-306-4006.

The Arthur W. Page Society is pleased to bring you an array of resources from the 2010 Corporate Communications Case Study Competition that seeks to promote practical applications of corporate communications as a critical management function. Copies of the winning case studies along with power point presentations can be downloaded free from the Page Society Web site from the Case Study Competition link of the Resources tab. Here you can download winning case studies from past years, as well. Please feel free to share these resources with your communications teams and colleagues.

For "Domino's 'Special Delivery" Going Viral Through Social Media' click here and here.
For "Apple, Inc.: Transparency in Corporate Statements About the CEO" click here.
For "President Obama at Notre Dame: Maintaining Integrity When Actions Speak Louder Than Words" click here.
For "General Motors Corporation: Communicating a New Vision For Survival" click here and here.
For "Entirely Comfortable with its Orientation: Subaru's Successful History of Gay/Lesbian Integrated Marketing Communications" click here.
For "Cornell University H1N1 Influenza Pandemic" click here and here.
We hope you find these resources useful. For more on the winning case studies, please click here to read the press release.

All Page Society members will receive a Special Report on Top CSR Organizations Worldwide featuring in-depth profiles of leading global member organizations focusing on corporate citizenship and sustainable business practices in your inbox soon. We are pleased to bring you this resource free and hope you find it useful in addressing elements of your CSR activity and corporate engagement.

Be sure to explore the Arthur W. Page Society Blog, "Page Turner" - a thought leadership forum that offers you an invaluable opportunity to create meaningful dialogue and debate about corporate communications and the rapidly evolving role of the chief communications officer. The blog can be accessed anytime from the home page of the Page Society Web site - www.awpagesociety.com.

In "How do we Grade Oil Spill PR?" Bruce Harrison and Judith Muhlberg, adjunct professors, Public Relations and Communications Graduate Program, Georgetown University analyze and evaluate how the White House and BP have been handling crisis communications -- their communications strategy and execution. In "Do Values Statements Really Matter?" Jill LaNouette, vice president, internal communications at Cardinal Health who is also a member of the Page Society's Future Leaders program examines the role of Internal Communications in the age of social media and probes the value of corporate values and purpose statements. In "Financial Reform: Is the Crisis Over?" Ken Makovsky, president, Makovsky & Company, Inc. reflects on the findlings of a recent survey of 300 senior executives in the Fortune 1000 on the topic of financial reform. In "Doing God's Work" Roger Bolton of RBC Strategic Consulting delves into CEO Lloyd Blankfein's comment to the Times of London that Goldman Sachs is doing "God's work" and his testimony before the U.S. Senate Permanent Subcommittee on Investigations, and analyzes why Blankfein failed both times to demonstrate how Goldman creates value. To subscribe to the RSS feed for Page Turner, click here and you will automatically be alerted of new blog entries on the Arthur W. Page Society blog.

We invite all Page Society members to update your profile and bio on the online member directory available on the Arthur W. Page Society Web site within the Members Only section to keep your colleagues at the Page Society informed of the latest, and to make your networking experience even more meaningful. The direct link for the Member Directory is: http://www.awpagesociety.com/member/memberlist/.

Please send your news for Page Member Notes to Anuneha Mewawalla, Page Society's Communications Director at amewawalla@awpagesociety.com.

2010 Winning Case Studies

Grand Prize
Title: Domino's "Special Delivery" Going Viral Through Social Media
Submitted by: Adam Peeples and Christiana Vaughn, University of Notre Dame, Mendoza School of Business
Faculty Advisor: Professor James O'Rourke

Abstract: This case study examines how Domino's effectively managed a major breakdown in consumer trust as a result of a video prank posted on YouTube. The company effectively leveraged social media - the same channel used by the pranksters - to transparently communicate the company's efforts to address the situation.

This case study can be downloaded by clicking here and here.
A slide presentation can be downloaded by clicking here and here.
Teaching notes will be made available to faculty upon request.

First Prize, Business School
Title: Apple, Inc.: Transparency in Corporate Statements About the CEO
Submitted by: Paul Kim, Jon Lee and Steve Lee, University of Notre Dame, Mendoza School of Business
Faculty Advisor: Professor James O'Rourke

Abstract: This case study examines how Apple Inc.'s decision not to immediately and publicly address rumors regarding CEO Steve Job's health had an unfavorable effect on key stakeholders: media, shareholders and Wall Street. The lack of transparent communications and the vague nature of the company's public disclosures about Jobs' health chipped away at the trust and positive feelings that had developed over time. This was particularly important, given Jobs' role at the time as the sole public face of Apple. The lack of transparent communications about this important issue led to public uncertainty which ultimately had an effect on public trust and stock price.

This case study can be downloaded by clicking here.
A slide presentation can be downloaded by clicking here.
Teaching notes will be made available to faculty upon request.

First Prize, Communications
Title: President Obama at Notre Dame: Maintaining Integrity When Actions Speak Louder Than Words
Submitted by: Elizabeth Riesterer, University of Alabama, College of Communication & Information Sciences
Faculty Advisor: Professor Bruce K. Berger

Abstract: This case study examines Notre Dame's controversial decision to invite President Barack Obama to be its 2009 Commencement speaker and bestow on him an honorary doctor of law degree. This decision called into question the Catholic mission of the university and strained relationships with key stakeholders, including alumni, employees and friends of the university. The case details the actions taken by these stakeholders in communicating their concerns to the university and steps taken by the university to repair relationships once the media controversy had died down.

This case study can be downloaded by clicking here.
A slide presentation can be downloaded by clicking here.
Teaching notes will be made available to faculty upon request.

Second Prize, Business School
Title: General Motors Corporation: Communicating A New Vision For Survival
Submitted by: Lina Sorensen and Timothy Whitehead, University of Notre Dame, Mendoza School of Business
Faculty Advisor: Professor James O' Rourke

Abstract: This case study examines General Motor's (GM) communications strategy around its 2008 appeals for government aid. In particular, the study explores the differences between the company's initial request and its follow-up visit to Washington, D.C. on December 8, 2008. This second trip was literally and optically very different from the first. Arriving for the Dec. 8 meeting via hybrid car (rather than private jet) and communicating its new plan with an enhanced level of sensitivity to public perceptions, GM was better able to convey the urgency of its message and, ultimately, to win the government support it was seeking.

This case study can be downloaded by clicking here and here.
A slide presentation can be downloaded by clicking here.
Teaching notes will be made available to faculty upon request.

Second Prize, Communications
Title: Entirely Comfortable with its Orientation: Subaru's Successful History of Gay/Lesbian Integrated Marketing Communications
Submitted by: Laurie Phillips, University of North Carolina, School of Journalism & Mass Communication
Faculty Advisor: Professor Elizabeth Dougall

Abstract: This case study examines an integrated marketing and communications success story in reaching a key target audience for Subaru: the gay and lesbian community. Subaru has had an unwavering and authentic relationship with the gay and lesbian community for more than 14 years - a period in which sales for the car manufacturer doubled in size. Company outreach included corporate sponsorship of the Rainbow Card (an affinity credit card), followed by gay and lesbian-specific advertising and numerous strategic sponsorships. Considered revolutionary at the time, Subaru's corporate communications efforts are compared with other companies whose interactions with the gay and lesbian community were much less successful.

This case study can be downloaded by clicking here.
A slide presentation can be downloaded by clicking here.
Teaching notes will be made available to faculty upon request.

Third Prize, Communications
Title: Cornell University H1N1 Influenza Pandemic
Submitted by: Abigail Bedecs and Joonas Niiholm, Syracuse University, S.I. Newhouse School of Public Communication
Faculty Advisor: Michael Meath

Abstract: This case study examines Cornell University's public information campaign to inform the campus community and public about the potential pandemic influenza threat and the university's plan to prepare for, respond to, and recover from a pandemic. Cornell's plan had six very specific goals ranging from creating awareness about the threat to aiding in the restoration of normal operations.

This case study can be downloaded by clicking here and here.
A slide presentation can be downloaded by clicking here.
Teaching notes will be made available to faculty upon request.

Julia Hood Named President of the Arthur W. Page Society

On behalf of the Board of Directors, I'm very pleased to announce the appointment of Julia Hood to the newly created position of President of the Arthur W. Page Society.

Many of you have worked with Julia over the years, as a reporter, Editor-in-Chief and most recently as Publishing Director of PRWeek and DMNews. She is widely known as a keen observer of the Public Relations business and a recognized thought leader on the many issues affecting our industry.

As you may know, we have decided to elevate the position of the executive director and have given it a new title: President. This is in recognition of the Page Society's growth over the past few years and the increasingly important role we play in advocating for Chief Communications Officers and the value of strategic communications in the business world.

As a result, we believe that the person in our senior staff position should have a stronger strategic function within the organization, serving as a strategic partner to me and the Board of Directors. We also want the new President to be more active as an external spokesperson for the Society.

Julia couldn't be a better fit for this position. She is very familiar with our industry and has cultivated solid relationships with our members. She is a strong leader, a strategic thinker and a talented manager and entrepreneur. Perhaps most important, she is deeply committed to the principles of the Page Society and has exemplified those principles throughout her professional career.

Julia's appointment follows one of the most thorough executive searches in our history. Working with Richard Marshall, a Page member and Managing Director of Korn Ferry who generously donated his services, our search team screened more than 200 candidates and interviewed some three dozen individuals. I would like to thank this team - led by Valerie DiMaria and consisting of Cathy Babington, the late Harvey Greisman, Jim Murphy, Helen Ostrowski, Gary Sheffer and Don Wright - for their excellent work.

I would also like to express my appreciation to Tom Nicholson for his fine service as Executive Director of the Page Society over the past several years. Under Tom's leadership, our organization has grown and prospered, and we are well positioned to face the challenges of the coming decade.

Julia officially takes up her responsibilities on July 12. Please join me in offering a warm Page Society welcome to Julia.

You can find a copy of the press release announcing Julia's appointment and some additional biographical details here.

With best regards,



Bill Margaritis

Chairman, Arthur W. Page Society

Biography of Julia Hood

Julia Hood is the newly appointed President of the Arthur W. Page Society.

Ms. Hood served previously as Publishing Director of PRWeek and DMNews, both publications of Haymarket Media and the leading titles for the public relations and direct marketing industries. In that capacity, she was responsible for the brand strategy and financial oversight of both publications as well as two editorial and sales teams.

During her tenure as Publishing Director, Ms. Hood led the re-launch of the publications, including the move to a print monthly format for PRWeek and a new web strategy. She also managed awards programs for both brands - the PRWeek Awards and The John Caples International Awards, the only international award program for creative in direct marketing.

From 2002-2008, Ms. Hood served as Editor-in-Chief for PRWeek. There she led a team of 15 people and introduced numerous brand extensions, including the PRWeek Career Guide, the Marketing Management Survey, Regional Forums, and events such as editorial webcasts and marketing conferences.

While at PRWeek, Ms. Hood also served as San Francisco Bureau Chief and was a reporter for the publication in New York City.

Prior to joining PRWeek in 2000, Ms. Hood was the Executive Administrator of the National Kidney Foundation. She also held communications positions in the U.K. with such companies as BAT Industries, Mobil Services and Book Data.

Ms. Hood has spoken frequently to groups of marketers and communicators on such topics as integrated marketing, social media and corporate reputation. She has also commented on these issues on CNBC and CNN.

Ms. Hood has a MA in journalism from New York University and a Bachelor of Fine Arts from the University of Connecticut. She lives in Connecticut with her family.

Registration Now Open for 2010 Annual Conference

Game-changing Strategies to CEO Perspectives: Culture as a Competitive Advantage

Having a strong culture today is increasingly critical to an organization's success. It is what defines and differentiates an organization and what can help an organization springboard ahead, or flounder. In short, an organization's ability to create value through its people rests upon its corporate culture. The Chief Communications Officer is poised to play a critical role in building and sustaining culture -- in aligning internal culture with constantly evolving external realities, and in using culture to drive an organization's success, inside and out. This is particularly crucial given the business environment in which we operate where organizations must be change adaptive in order to be successful.

The Arthur W. Page Society's 27th Annual Conference will examine why the CCO is uniquely positioned to be the organization's "Curator of Culture." From stories on company turnarounds to game-changing best practices to CEO strategies, the conference will provide valuable advice to CCOs on how they can add significant value to their organizations.

Join us September 26-28, 2010 for "Being Indispensable: CCOs As Curators of Culture" at the Terranea in Palos Verdes, California!

Registration is now open for this annual signature event from the Arthur W. Page Society. To register online, click here. Online registration in quick and easy.

If you would prefer to email, fax or mail your registration, click here to download a printable registration form.

For your travel and planning purposes, the conference commences at 3:00 p.m. on Sunday, September 26 and concludes at 1:30 p.m. on Tuesday, September 28. The Terranea hotel is located south of L.A. on the Palo Verdes Peninsula and is approximately 25 minutes from LAX and Long Beach Airports.

To make hotel reservations, call the Terranea directly at (310) 265-2770. The Page Society has negotiated a favorable room rate of $265 (ROH room) per night plus taxes. Be sure to mention Arthur W. Page Society.

© 2010 Arthur W. Page Society, 317 Madison Avenue, Suite 2320, New York, NY 10017, phone 212-400-7959, fax 212-922-9198