Two Boston University College of Communication students will receive the 2022 Jack Koten Page Principles Case Study Award at the Page Spring Seminar in Brooklyn, NY, on April 7-8. Their submission analyzed how ride-sharing company Lyft took action against Senate Bill 8 in Texas, which allows civil suits against anyone who aids a woman in getting an abortion. Winners Caitlin Dickinson and Clay Patrick will be sharing more about their case at the upcoming Page Spring Seminar and in an episode of Page’s “The New CCO podcast.” Their faculty advisor is Dr. Arunima Krishna.
The Case Study Competition, sponsored by Page and the Institute for Public Relations (IPR), awards students whose original case studies best contribute to the profession’s body of knowledge and provide practical suggestions for improving corporate communication as a function. This year’s competition drew 40 entries, 34 from communications schools, and six from business schools, from 28 educational institutions across the United States, China, the Philippines, and Singapore.
The winning submission, “Defending Community: Lyft & Texas Senate Bill 8,” analyzes Lyft’s response to the controversial Texas law. Lyft strived to protect its drivers who could have been sued by creating a legal defense fund and setting its pro-choice stance in stone by donating to Planned Parenthood. The students explored how politically motivated corporate social responsibility campaigns can affect a company’s reputation and business.
“Today’s stakeholders expect businesses to advocate for changes in public policy or public attitudes on social issues,” Page President Roger Bolton said . “This winning case study highlights how authentic stakeholder capitalism can positively impact an enterprise. I hope this becomes an important resource for corporate communication practitioners to understand how corporate social advocacy can advance societal value.”
- In addition to the overall grand prize, other winners include: 1st place: University of Florida for their case about United Airlines, “Fly The Vaccinated Skies;”
- 2nd place: University of Oklahoma for “Ben & Jerry’s: A Values-Driven Business in Conflict;”
- Honorary International Case: Peking University for, “Fans Fever Cools Down, Talent Show Shuts Down: Milk Wasting Scandal of iQIYI Leads to Government Intervention.”
Click here to read the winning submissions and to find more information about the competition.
“We are thrilled to honor Caitlin and Clay, along with their academic advisor, Dr. Krishna, with the Koten Award for their thoughtful work on this case study,” said Dr. Tina McCorkindale, president and CEO of IPR. “This timely and relevant case demonstrates that when corporate purpose and social activism are closely aligned, it can reinforce brand values and enhance stakeholder loyalty.”
The annual competition is judged by a panel comprising Page members, Page Up members, and IPR Trustees. Judges for this year’s competition included:
- Al Comeaux, Primed for Change
- Amanda Samuels, Rackspace (former)
- Angela Davied, H&R Block
- Annie Cheng, Visa
- Diana Littman, MSL
- Ellen Ryan Mardiks, Golin
- Eric Moses, Occidental Petroleum
- Gary Sheffer, Boston University
- Geoff Curtis, Horizon Therapeutics.
- Grant Toups, Hill+Knowlton Strategies
- Jeff DeMarrais, Cognizant Technology Solutions US Corp.
- Jessica Pantages, NSF International
- Dr. Kathy Fitzpatrick, University of South Florida
- Dr. Katie Place, Quinnipiac University
- Kelly Townley, Mubadala Investment Company
- Kylie Wright-Ford, Reputation Institute
- Larry Parnell, George Washington University
- Lesley Ferguson White, Mundipharma
- Martin von Arronet, AB Electrolux
- Matt Kucharski, Padilla
- Matthew Yi, Blue Shield of California
- Michael Merk, Design Vox
- Michele Mazur, W.W. Grainger, Inc. (former)
- Pascale Marchand, MetApp
- Patrick Humphris, The Hongkong and Shanghai Banking Corporation Limited
- Paul Dyer, Lippe Taylor
- Sarah Campbell Donia, Randstad
- Sarah Meron, IBM
- Susan Henderson, Henderson Consulting LLC
- Roslyn Patterson, Ionis Pharmaceuticals
- Dr. Vilma Luoma-aho, University of Jyvaskyla
- Whitney Eichinger, Southwest Airlines
ABOUT THE JACK KOTEN PAGE PRINCIPLES CASE STUDY AWARD
As the first chair of Page, Jack Koten was among the founding members who extracted from Arthur Page’s lifetime of work the set of defining values that we know today as the Page Principles. These Principles not only serve as criteria for this competition but also as a guide for Page members in their daily work. Jack personified the belief that businesses should operate honestly and honorably, and with unwavering integrity.
Upon his passing in 2014, Jack bequeathed funds to Page that its Board of Trustees voted to use to fund in perpetuity the annual Case Study Competition grand prize, which that year was renamed the Jack Koten Page Principles Case Study Award.
Page is a global membership organization that brings together the world’s leading communications executives to strengthen the enterprise leadership role of the chief communications officer (CCO). Our purpose is rooted in the belief that a strong Communications function results in enterprises that are more responsible, trustworthy and responsive to stakeholders, which in turn helps transform business for the better. Page has nearly 800 members in 25 countries, representing a multitude of industries, leading PR agencies, influential nonprofits and NGOs, and highly respected academicians. We are dedicated to advancing the leadership capabilities of the CCO and the communications profession through thought leadership, learning programs and networking experiences to connect the brightest industry minds to create a better future. For more information, please visit www.page.org
ABOUT THE INSTITUTE FOR PUBLIC RELATIONS
The Institute for Public Relations is an independent, nonprofit research foundation dedicated to the science beneath the art of public relations.™ IPR focuses on research that matters to the profession, providing timely insights and applied intelligence that professionals can put to immediate use. All research is available free at www.instituteforpr.org and provides the basis for IPR’s professional conferences and events. Follow us on Twitter @instituteforpr.