A case study examining Eastern Health's failure to publicly disclose errors in their laboratory testing was awarded the Grand Prize in Arthur W. Page Society's 2009 Case Study Competition, sponsored by the Page Society. The Case Study Competition promotes the value of public relations as a critical function of corporate management.

Heather Pullen, APR, a graduate student at the DeGroote School of Business at McMaster University, earned the recognition for best overall submission for her case study titled, Eastern Health: A case study on the need for public trust in health care communications. The case study looks at the importance of full transparency during a health care crisis.

Ms. Pullen will be presented with an engraved pewter Jefferson Cup and a check for $5,000 at the Gala Awards Dinner during the Arthur W. Page Society's Spring Seminar, being held on April 2-3, 2009, at the Jumeirah Essex House in New York City. Dr. Terence Flynn, APR will also be recognized for his role as the faculty advisor for this submission.

In addition to the Grand Prize winner, students from Syracuse University, Ball State University and University of Maryland were acknowledged with First, Second and Third Place awards, respectively, for their submissions in the communication school category. Another McMaster University student was awarded Second Place in the business school category, where there was no first or third place winner this year.

"This year's case studies demonstrate the value an organization must place on transparent communication practices to maintain its reputation," said Maril MacDonald, president of the Arthur W. Page Society. "Congratulations and thanks to the winners for providing exceptional analysis of real-life examples that can help guide business and communications professionals."

The competition, now in its seventh year, is 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.

Case studies were judged on the basis of relevance and timeliness, as well as the significance of the business problem and the effective use of 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
Eastern Health: A case study on the need for public trust in health care communications

Submitted by Heather Pullen, APR, M.A. in Communications Management candidate, McMaster University, DeGroote School of Business
Faculty Advisor: Dr. Terence Flynn, APR

The reputation of a large health care organization in Canada's easternmost province, Newfoundland/Labrador, has been shaken by a three-year controversy surrounding decisions made by leaders of the organization not to disclose that errors had been made in one of its laboratories. For breast cancer patients, the presence or absence of hormone receptors in tissue samples is vital since it often changes the choice of treatment - a choice that can have life-or-death implications. Although Eastern Health learned of its errors in May 2005, it was not until five months later, when media broke the story, that the organization started informing patients. In May 2007, court documents revealed that 42 percent of the test results were wrong and, in the interim, 108 of the affected patients had died. This case study reviews the impact on Eastern Health's reputation and highlights the communication issues raised by the organization's reluctance to release information.

First Place, Communication Schools
Whole Foods/Wild Oats Merger: Sowing the Seeds for Market Growth

Submitted by Allie MacPherson, Kory Mello and Amber Rinehard, B.A. in Public Relations candidates, Syracuse University, S.I. Newhouse School of Public Communications
Faculty Advisor: Maria Russell

Whole Foods' attempt to acquire Wild Oats and the controversy that followed provides an opportunity to discuss the ethical and communication challenges involved in dealing with a legal issue, as well as the corporate use of social media and the importance of remaining transparent in times of crisis. This case study serves as a relevant example of the changes in business practices as a result of the growing number of new communications methods via the Internet.

Second Place, Communication Schools
Merck & Co: Gardasil Case Study 2008

Submitted by Ashley Keebler, Alexandra Garritano, Jennifer Regnier, B.A. in Public Relations candidates, Ball State University, College of Communication, Information, and Media
Faculty Advisor: Robert Pritchard

In the pharmaceutical field, top companies are separated by narrow margins. Successfully promoting a safe product and creating a niche market are issues faced by pharmaceutical companies every day. In the event of a product crisis, corporations must respond quickly and efficiently using effective crisis communication strategies. The Gardasil case study demonstrates how a pharmaceutical corporation has ignored a crisis in its midst. Furthermore, communication strategies implemented by Merck & Co. reveal the need for transparent and authentic communication practices.

Third Place, Communication Schools
Did Wal-Mart Wake Up? How Strategic Management Handled Wal-Mart's Reputation

Submitted by Rowena Briones, M.A. in Communications candidate, University of Maryland, College of Arts and Humanities
Faculty Advisor: Dr. Elizabeth Toth

The nation's largest private corporation and retail giant Wal-Mart has faced opposition from labor unions, grassroots organizations, religious groups, and even from its own employees, impacting its corporate reputation and ultimately its bottom line. This case study demonstrates the strategic communication Wal-Mart used for its corporate reputation management (CRM). In particular, the case describes the company's response to criticism regarding its current business policies and practices.

Second Place, Business Schools
McMaster University: President's Contract Disclosure 2008

Submitted by Brittany Cadence, M.A. in Communications Management candidate, McMaster University, DeGroote School of Business
Faculty Advisor: Dr. Terence Flynn, APR

This Canadian case study about McMaster University's two-year battle with the Hamilton Spectator over the disclosure of its president's employment contract offers a valuable opportunity to explore public sector responses to transparency and accountability issues. It examines how critical it is to consider the reputational impact of leadership and financial issues in the post-secondary education sector where the general public views itself as a primary stakeholder. The pitfalls of fomenting antagonism with the media and internal audiences over these issues are explored within the context of McMaster's ambitious expansion plans and current financial situation.

About the Arthur W. Page Society
The Arthur W. Page Society is a select membership organization 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. For more information, please visit www.awpagesociety.com.

For more information contact:
Anuneha Mewawalla
212.400.7959 ext. 102