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.

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 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.

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 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.

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 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.

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 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.

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.