The Barbie Case - The Arthur Page Society

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2 introduction As part of its mission to strengthen the management policy role of the corporate public relations officer, the Arthur W. Page Society has long been interested in increasing awareness among future business leaders of the value of public relations. Over the last five years, the Page Society has made an effort to increase this awareness by issuing a call for original case studies written by business school and communications/ journalism school students that focused on corporate communications and the practice of public relations. Since the case study competition’s inception, the Page Society, in alliance with the Institute for Public Relations, has solicited case study submissions from more than 1,000 accredited faculty advisors at schools of business, communications and journalism throughout the world. And each year, the competition attracts an increasingly higher caliber of case studies. This year in particular, the judges lauded the winning case studies as truly exceptional – with all entries incorporating meaningful consideration of the Page Principles more so than in previous years. Competition judge Stephen A. Greyser, DBA, Richard Chapman Professor, Marketing and Communications, Harvard University, added that 2006 winners from both business schools and communication schools reflected excellent depth and breadth – thoroughly identifying the business problem and exploring the critical issues at hand. 2006 winners were selected from 25 entries, nearly evenly divided between business schools and communications/journalism schools. The objectives for this year’s competition remain the same. They are to: • Help future business leaders understand various communications and reputation management issues that will confront them in their careers. • Encourage research that contributes to the profession’s knowledge base and provide practical suggestions on how to improve the corporate public relations function. • Offer an increasingly growing resource that educators at institutions of higher learning can use in the classroom to demonstrate the strategic value of communications and public relations to business. The student authors and their faculty advisers are awarded cash prizes and their prize-winning entries are published in the following pages of this Journal and also can be found on the Society’s Web site at www.awpagesociety.com. The Grand Prize winners are recognized at a dinner that is part of the Society’s annual Spring Seminar. This year, the dinner is scheduled for April 6 at The Ritz-Carlton New York, Battery Park. arthur w. page society About the Sponsors The Arthur W. Page Society is a select membership organization for senior public relations and corporate communications executives who seek to strengthen the management policy role of the corporate public relations officer. It is committed to the belief that public relations is a function of executive management and is central to the success of the corporation. 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. About Arthur W. Page Considered the father of corporate public relations, Arthur W. Page (1883-1960) was the first person in a public relations position to serve as an officer and member of the Board of Directors of a major corporation. He viewed public relations as the art of developing, understanding and communicating character – both corporate and individual. Page believed the successful corporation must operate in the public interest, manage for the long run and make customer satisfaction its primary goal. The principles of business conduct for which he became known have influenced thousands of thought leaders and have earned the support and respect of chief executive officers throughout the country. The Society bearing his name is built upon a foundation of management concepts that have been tested for nearly three-quarters of a century. Page practiced these principles of public relations management as a means of implementing his philosophy. Guidelines and Judging for the Competition A panel of judges representing the corporate, agency and academic sectors of public relations reviewed all case studies that were entered in this year’s competition, which began with a nationwide call for entries in August, 2005. The judging was completed in February, 2006. In all instances, the judges for this competition are experts in the field. They have no specific association to either the case writers or the universities they attend, nor to the companies or organizations that may be the subjects of the cases they review.
This year’s distinguished panel of judges included: Amy Binder, RF Binder Partners, Inc. Lou Capozzi, Manning, Selvage & Lee Sandra Chrystal, Center for Management Communication, Marshall School of Business Bob DeFillippo, Prudential Financial, Inc. Gloria Dittus, Dittus Communications Stephen Greyser, DBA, Harvard University - Graduate School of Business Administration Steven Harris, Steven J. Harris Communications, L.L.C. Frederick Wells Hill Sandra Macleod, Echo Research Ltd. Ken Makovsky, Makovsky & Company John Manfredi, Gillette Company Carl Maugeri, Wharton School Communication Program Frank Ovaitt, Institute for Public Relations Doug Pinkham, Public Affairs Council James Rubin, Ph.D., Darden School of Business John Spelich, Gateway, Inc. Don Stacks, Ph.D., University of Miami Don Wright, Ph.D., University of South Alabama Patricia Wright, BP America, Inc. The judges had the authority to make a final determination regarding any or all of the posted prizes and also the authority to make no awards if none seemed appropriate. Criteria used to judge all entries included the following: • The purpose of the case study, its relevance and timeliness. • The significance of the business problem (not the communications problem) and the critical issues identified and explored. • How the effective use of the Page Principles generated constructive action and support from affected constituencies or, conversely, the outcomes generated from the ineffective use or non-use of the Page Principles. • How well the problem addresses a substantive challenge and its importance to the organization. • How the interests of the organization and its constituents were served. • How the impact of the communication is measured. The judges were also asked to weigh a submission’s usefulness and general value to the profession as well as its educational value. arthur w. page society Competition judge Sandra Macleod, CEO, Echo Research Ltd., summed-up the caliber of entries in this year’s competition: "A frequent concern about the teaching and practice of professional public relations has been the lack of thorough case studies to underpin the science behind the art. The entries into the Arthur W. Page Society's Annual Case Study Competition have been extraordinary. As a frequent judge on other national and international communications awards, I was blown away by the clarity of the challenges at stake, depth of insight, management understanding, and grounding of the key public relations principles enshrined by Arthur W. Page in all of our entries this year. The choice of winners was difficult from such a compelling selection. It is heartening to see that as reputation grows in importance, sound professional PR counsel is being keenly developed and enriched." Awards and Prizes Cases submitted for this competition may address any category or specialty within the field of corporate communications or public relations. At the discretion of the judges, 1st, 2nd and 3rd prizes may be presented. The Grand Prize is awarded to the best overall entry. The posted prizes for the 2006 competition were: Prize Student(s) Faculty Adviser(s) Grand $5,000 $1,500 1st $2,500 $650 2nd $1,500 $350 3rd $800 $200 Eligibility Requirements Any student, graduate or undergraduate, who is enrolled in an accredited school of business, communications or journalism and is pursuing a degree (full or part time, regular or adjunct, tenured or non-tenured). The Arthur W. Page Society and the Institute for Public Relations wish to thank all who participated in this year’s competition, and we look forward to honoring all winners at our Spring Seminar in April. 3
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Page 8 and 9: 6 The Influence of Barbie® Dolls o
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Page 18 and 19: 16 WINNING ENTRIES - BUSINESS SCHOO
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Page 28 and 29: 26 Exhibit 4: Putnam Advertisements
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Page 36 and 37: 34 REFERENCES 1. Gasparino, Charles
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52 Appendix B Chart of Activities o
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54 Background second place Anna Str
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56 caused a massive crisis of confi
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58 Appendix I: Key Players Source:
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60 Appendix III: Timeline (continue
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62 WORKS CITED Albertson, Doug. Goo
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64 contributors to the 2006 develop
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Arthur W. Page Society 317 Madison
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The Barbie Case - The Arthur Page Society

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