A case study probing Google's ethical censorship dilemma was awarded Grand Prize in the Arthur W. Page Society's 2007 Case Study Competition, sponsored by the Page Society and the Institute for Public Relations.

Brynn Harris and Allison Ogilvy, students at the Mendoza College of Business, University of Notre Dame, earned the recognition for best overall submission for their case titled Google: Entrance into the Chinese Market and Government Censorship. The case examines cutting edge business issues raised by the apparent conflict between Google's corporate "Don't be evil" policy and its cooperation with the Chinese government in allowing search censorship.

Ms. Harris and Ms. Ogilvy will each receive an engraved pewter Jefferson Cup and they will share a check for $5,000 to be presented at the gala Awards Dinner during the Arthur W. Page Society's Spring Seminar, which will be held on April 12-13 at the Millennium Broadway Hotel in New York City. Dr. James Scofield O'Rourke, IV, Ph.D., will also be honored as their faculty advisor.

In addition to the Grand Prize winner, students from the University of Notre Dame-Mendoza School of Business and the University of North Carolina at Chapel Hill will be awarded cash prizes in the two categories of submissions - business schools and communication/journalism schools.

The Case Study Competition promotes the value of public relations as a critical function of corporate management. Now in its sixth year, the competition was designed to increase awareness among business, communication and journalism students about the various communications and reputation management issues that will confront them in their careers.
Roger Bolton, president of the Arthur W. Page Society, said "The Case Study competition identifies and rewards outstanding research that contributes to the profession's knowledge base. I want to congratulate all the winners and thank them for helping other students understand the importance of managing corporations with a keen focus on the public interest.”

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 seven Page Principles, which the Page Society embraces as the core principles that guide the actions of public relations practitioners.

The Winning Entries:

Grand Prize

Brynn Harris and Allison Ogilvy; Dr. James Scofield O'Rourke, IV, Ph.D., faculty advisor, Mendoza College of Business, University of Notre Dame

Title: Google: Entrance into the Chinese Market and Government Censorship

Abstract:
In January 2006, Google announced that it would be providing China with its own portal, providing faster service than the existing Chinese version of its U.S. site, as well as increasing Google's chances at capturing China's estimated 111 million regular Internet users. Despite the corporate "Don't be evil" policy, Google agreed to censor its search results in compliance with Chinese laws. U.S. media and human rights groups brought the issue to public attention severely damaging Google's reputation and share price. Rebuilding Google's reputation while balancing their idyllic corporate philosophy with the need to grow and capture market share is its challenge.

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

First Prize, Business School

Meghan Carter, Matt McHale and Tom Triscari; James Scofield O'Rourke, IV, Ph.D., faculty advisor, Mendoza College of Business, University of Notre Dame

Title: Bristol Myers Squibb: Patents, Profits and Public Scrutiny

Abstract:
In September 2006, Bristol-Myers Squibb announced it had fired CEO Jim Dolan, who had led the company since 2001. Dolan's termination was the result of a failed patent protection agreement with Canadian pharmaceutical company Apotex. The agreement was to prevent Apotex from releasing a version of Plavix, Bristol-Myers' blockbuster blood thinner medication that had revenues of $5.9 billion and accounted for 30% of Bristol-Myers' total sales. Federal regulators refused to sign off on the deal and started an investigation into the agreement. Bristol-Myers was faced with an upcoming Plavix patent protection trial, as well as a need to find a way to regain stockholder trust.

Prize: $2,500, students; $650 faculty advisor

First Prize, Communication/Journalism School

Terri Ann Bailey, Ph.D. candidate; Assistant Professor Elizabeth Dougall, faculty advisor, University of North Carolina at Chapel Hill

Title: McDonald's Corporation and the Issue of Health and Nutrition

Abstract:
This case study provides the opportunity to assess the critical corporate communications function of issue management for McDonald's in regard to the issue of diet, health, and nutrition. Specifically, the case explores the company's strategic communication responses to more than 15 years of criticism from mainstream and marginal advocacy and activist groups for promoting obesity and health problems among the populace at large.

Prize: $2,500, students; $650 faculty advisor

About the Arthur W. Page Society

The Arthur W. Page Society is a professional association composed primarily of the chief communications officers (CCOs) of the world's top multinational corporations, and the CEOs of the world's largest public relations agencies. The organization's members also include academics from the leading business and communications schools.

The Page Society is dedicated to strengthening the management policy role of chief communications officers. The Page Society is upheld by management concepts, known as the Page Principles, which have been tested for more than half a century and have earned the support and respect of chief executive officers throughout the country. This year marks the 25th anniversary of the Arthur W. Page Society.

For more information on the Arthur W. Page Society, please visit http://www.awpagesociety.com.

About the Institute for Public Relations

The Institute for Public Relations is an independent foundation dedicated to the science beneath the art of public relations. It exists to build and document research-based knowledge in the field of public relations, and to mainstream this knowledge by making it available and useful to practitioners, educators, researchers and the clients they serve. For more information, visit http://www.instituteforpr.org

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For more information

Patricia Pincus
Burson-Marsteller for the Arthur W. Page Society
(202) 530-4539