A case study on food contamination and the ensuing failure of crisis communications earned two Michigan State students the Grand Prize in the 2004 Case Study Competition in Corporate Communications sponsored by the Arthur W. Page Society, the Institute for Public Relations and the Council of Communication Management.

Shizuko Ota and Aki Kikuchi, students in the College of Communication Arts & Sciences, will receive their $5000 cash prize at the Page Society's Spring Seminar, which will be held April 1-2 at The Pierre Hotel in New York. The winner's faculty advisor, Brenda J. Wrigley, will also be honored at a dinner on April 1.

In addition to the Grand Prize winners, students from California State University, Fullerton, and Brigham Young University have been awarded cash prizes in the case writing competition, now in its third year, which is designed to increase awareness among students at accredited schools of business, communications and journalism about the value of public relations as a critical function of corporate management.

"This competition is aimed at the future business leaders of America," said Tom Martin, senior vice president - corporate relations at ITT Industries and president of the Arthur W. Page Society. "We want to encourage business, communications and journalism schools to teach their students about the communications and reputation management challenges that confront business leaders today. By researching and writing about real business problems, students can get an appreciation of what it means to be a CEO or senior manager."

The three organizations sponsoring this year's prizes are the Arthur W. Page Society, a select membership organization for senior public relations and corporate communications executives; The Institute for Public Relations, the only independent foundation in the field of public relations dedicated to research and education and the Council of Communications Management, which helps policy level managers, consultants and educators advance the practice of communication in business.

The judges for the 2004 competition, which attracted 37 case study submissions from 15 universities, were Angela Buonocore, The Pepsi Bottling Group; E. Ronald Culp, Citigate Sard Verbinnen; Jill S. Gabbe, gabbegroup; Stephen A. Greyser, DBA; Harvard University; Steven J. Harris, General Motors Corporation; Margery Kraus, APCO Worldwide; Kent Matlock, Matlock Advertising and Public Relations; James R. Rubin, University of Virginia; Judy VanSlyke Turk, Ph.D., Virginia Commonwealth University and Joan Wainwright, Merck & Co., Inc.

The entries in the competition were evaluated on the basis of the case study's relevance and timeliness, the significance of the business problem addressed and how effectively it used the Page Principles, which the Society considers to be the core principles that define public relations.

The Winning Entries:

Grand Prize

Shizuko Ota and Aki Kikuchi, students; Brenda J. Wrigley, faculty advisor College of Communications Arts & Sciences, Michigan State University

Title: Why Was the Snow Polluted? - A Blind Spot for the Japanese Top Milk Company, Snow Brand

Abstract:
On July 2000, Japan's largest milk product company, Snow Brand Milk Products Co., Ltd, caused the worst case of food poisoning in Japanese history by its contaminated milk products. The company's strong brand equity and high technology led them to arrogance and complacency which caused the incident. Moreover, Snow Brand's mishandling of corporate communication management made the crisis worse and accelerated public anger. This case study examines the basis of organizational communications that covers internal and external communications, considering how cultural differences affect PR functions and management.

Prize: $5,000, students; $1,500, advisor

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

First Prize

Susan A. Stewart, student; Coral Ohi, Ph.D., faculty advisor College of Communications, California State University, Fullerton

Title: Disneyland's Public Relations

Abstract:
This case study documents a contrast in public relations techniques used by Disneyland in three separate accidents; two of which received substantial media and public criticism. The study demonstrates how Disneyland solved their business problem by implementing a public relations campaign geared towards the needs and concerns of their audience. It also demonstrates how the company effectively changed their approach to the public and the media in response to the most recent accident that occurred at Disneyland.

Prize: $3,000, student; $750, advisor

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

Second Prize (tie)

Charlotte Hoopes, student; Kristen De Tienne, Ph.D., advisor Marriott School of Management, Brigham Young University

Title: The Hewlett-Packard and Compaq Merger: A Case Study in Business Communication

Abstract:
The HP-Compaq case focuses on business communication issues involved in high-profile business transactions, specifically mergers and acquisitions. In addition, this case examines several broader issues related to mergers and acquisitions. This case examines the history of the Silicon Valley icon, HP and the situation surrounding HP's announcement to merge with Texas computer giant, Compaq. In particular, this case examines some of the key issues and events that were raised and that occurred subsequent to the announcement of the merger.

Prize: $1,500, student; $375, advisor

The HP-Compaq Merger case may be downloaded here.
A teaching note may be downloaded here.
A slide presentation may be downloaded here.

Second Prize (tie)

Lee Lewis, student; Kristen De Tienne, Ph.D., advisor Marriott School of Management, Brigham Young University

Title: Nike Corporation: Jumping the Hurdles of Social Responsibility Disclosure

Abstract:
The Nike case explores the powerful public relations consequences Nike suffered when advertising its social responsibility efforts in defense of activist criticism. The case makes a fresh analysis of the legal dangers and practical obstacles to building customer relationships through social responsibility communication, a rapidly growing area within the field of public relations. Furthermore, the case discusses a controversy between the fields of product advertising and corporate transparency that went to the Supreme Court, a problem that will continue to threaten business leaders in all sectors who are unprepared for new forums of corporate speech.

Prize: $1,500, student; $375, advisor

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