Case Study Competition

Case Study Competition

The Arthur W. Page Society in alliance with the Institute for Public Relations sponsors an annual competition for the writing of original case studies by students enrolled in an accredited school of business, communication or journalism and who are pursuing a degree that focused on corporate communications and the practice of public relations. The objectives of the competition are to:

  • Introduce the practical applications of the core principles that define public relations as a critical function of management to scholars, teachers, and students;
  • Encourage research which contributes to the profession’s body of knowledge and provides practical suggestions on how to improve the corporate public relations function.

Student authors of winning entries and their faculty advisors are awarded cash prizes and recognized by the nation’s leading corporate communications executives. The Grand Prize winners are invited to the annual Awards Ceremony Dinner held each spring in New York.

Entry Deadline

Jan/11/13

2011 WINNERS

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"Just a Ding? The NFL Responds to Research on Football-Related Concussion"

Submitted by:

  • Andrea Goetschius
  • University of North Carolina, Chapel Hill

Faculty Advisor:

  • Dean Dulcie Straughan
  • Senior Associate

Abstract

Given the increased occurrence of degenerative brain disease chronic traumatic encephalopathy, the NFL had to address concerns about the disease among retired and deceased football players. After two years, the NFL finally acknowledged the connection between repeated concussions and the condition, and took steps to be part of the solution.

Teaching notes will be made available to faculty upon request.

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Communications School
Accelerating Into Trouble: An Analysis of Toyota Motor Company and its Recent Recalls

Submitted by:

  • Will Hodges
  • College of Communication and Information Sciences, University of Alabama

Faculty Advisor:

  • Dr. Bruce Berger

Abstract

After Toyota issued two separate vehicle recalls attributed to hundreds of consumer complaints about Sudden Unintended Acceleration covering 10 million vehicles, the company was forced to announce it was suspending the sale of eight of its best-selling vehicles, a move that would ultimately cost the company and its dealers a minimum of $54 million a day in lost sales revenue at its peak. For a company whose reputation for quality and dependability had helped it become the world’s largest automaker, it was unfathomable that it would find itself at the center of one of the largest product recalls in the automotive industry. The case study examines what this means for Toyota’s brand image in the United States, its largest and most profitable market.

Teaching notes will be made available to faculty upon request.

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Business School
"Animal-Welfare Activists vs. the Calgary Stampede: That's Entertainment"

Submitted by:

  • Colleen Killingsworth
  • DeGroote School of Business, McMaster University

Faculty Advisor:

  • Dr. Terry Flynn

Abstract

The reputation of the Calgary Stampede, the world’s largest outdoor rodeo which attracts more than one million visitors, had been shaken after the death of six horses in 2010. Animal-welfare advocates, who oppose the use of animals in entertainment, pressured the Stampede every year to stop events such as calf-roping, steer-wrestling and chuckwagon racing. After the death of the horses, animal-welfare advocates were more vocal than ever through social and traditional media channels, resulting in a reputational loss for the Stampede in 2010 compared to 2009.

Teaching notes will be made available to faculty upon request.

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Communications Schools
"Obliged: Goldman Sachs versus the U.S.Securities and Exchange Commission"

Submitted by:

  • Timothy David Deardourff
  • University of Florida

Faculty Advisor:

  • Dr. Juan-Carlos Molleda

Abstract

On April 16, 2010, the U.S. Securities and Exchange Commission announced a civil lawsuit against Goldman Sachs, alleging fraud in its structuring and marketing of a mortgage-backed synthetic collateralized debt obligation product named ABACUS 2007-AC. Between the announcement of the lawsuit and Goldman’s settlement on July 15, Goldman waged an unprecedented defense of its reputation through a variety of communications channels, including media interviews, news releases, government testimony, notes to shareholders, and its website.

Teaching notes will be made available to faculty upon request.

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Business School
"Too Fat to Fly: Kevin Smith and Southwest Airlines"

Submitted by:

  • Rebecca Edgar
  • DeGroote School of Business, McMaster University

Faculty Advisor:

  • Dr. Terry Flynn

Abstract

When director Kevin Smith was thrown off of a Southwest Airlines flight for allegedly being “too big” to fit in one seat, he took to Twitter to voice his displeasure. In the process, he put Southwest’s PR team and its social media prowess to the test. A series of back and forth Twitter posts and blog entries ensued, and the situation became one of the most talked-about social media controversies of the year.

Teaching notes will be made available to faculty upon request.

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Communications School
"Eastern Michigan University: Sacrificing Student Safety for a Sharper Image"

Submitted by:

  • Lindsay Malone
  • College of Communication and Information Sciences, University of Alabama

Faculty Advisor:

  • Bruce Berger

Abstract

When Laura Dickinson, a 22-year-old junior at Eastern Michigan University, was found dead in her dorm room, university officials initially said that they did not suspect foul play, stating that the campus was safe. Campus officials continued to communicate this position, even as the authorities were investigating the incident as a homicide, which it was later determined to be. Nearly a year after the incident, the U.S. Department of Education fined EMU for not properly disclosing information about the murder when it was apparent that’s what had occurred. The case study looks at the steps EMU took to protect its brand, such as launching a full-fledged recruitment campaign in 2007 which included a website redesign and media outreach to college guides and newspapers.

Teaching notes will be made available to faculty upon request.

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Business School
"War of Worlds or War of Words: Brazilian Vale versus North America USWA"

Submitted by:

  • Kim T. Morris
  • DeGroote School of Business, McMaster University

Faculty Advisor:

  • Dr. Terry Flynn

Abstract

In July 2009, USWA Local 6500, the union representing the employees of Vale’s Sudbury mining operations went on strike in what was to become the longest and most acrimonious strike in Sudbury mining history. Both sides in the dispute displayed less-than-flattering behavior, including leaking of documents, bullying, racist comments, and even criminal activity. As a result of the strike, the community lost respect for both organizations. This case study examines how actions taken during the strike impacted the reputation of both parties. It also highlights the communication breakdown between not only both parties, but also with their key stakeholders.

Teaching notes will be made available to faculty upon request.