NEW YORK – April 6, 2021 — Three University of Oregon School of Journalism and Communication students will receive the Jack Koten Page Principles Case Study Award for their submission analyzing Delta’s strict mask mandate enforced during the COVID-19 pandemic. Carrie Wanous, Karina Peterson, and Maddie Tew, will share more about their winning case in an upcoming episode of Page’s The New CCO podcast. Donna Z. Davis, Ph.D., is their academic advisor.
The Case Study Competition in Corporate Communications, which is 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 improving the corporate communication function. This year's competition drew 48 entries from 26 communications and business schools in Canada, China, Serbia, and the United States.
The winning submission, “Masks are the New Boarding Pass: Delta Air Lines Implements Strict Mask Mandate,” analyzes the decision to place customers on a no-fly list if they refused to adhere to the mask mandate implemented during the COVID-19 pandemic of 2020, following the recommendations of the Centers for Disease Control. The students also explored timely questions related to an airline taking a strong stance in accordance with company values despite the growing politicization of masks and the potential alienation of customers and stakeholders.
“The COVID-19 pandemic forced enterprises to take actions and implement policies to protect the health, safety, and well-being of their stakeholders,” Page President Roger Bolton said. “This case study shows how Delta’s adherence to its core values helped the company navigate this crisis and maintain trust and support among travelers, employees and shareholders. I hope that some of the lessons from this case study become an important resource for strategic communication leaders worldwide.”
In addition to the overall grand prize, the competition awards winners in the categories of Communications Schools and Business Schools. This year's winners represent University of Oregon, University of Florida, and John Hopkins University. To see all of the documents of the winning submissions, including presentations and teaching notes, please visit: Knowledge Base
“We are pleased to honor Carrie, Karina, and Maddie along with their academic advisor, Dr. Donna Z. Davis, with the Jack Koten Page Principles Case Study Award for their thoughtful work on this case study,” said Dr. Tina McCorkindale, President and CEO of IPR. “This is a very thoughtful and strong case study that demonstrates how values-driven leadership and multimedia and multi-channel communication strategies are essential to a company as they navigate crisis in a politically-charged arena.”
The annual competition is judged by a panel comprising Page members, Page Up members and IPR Trustees. Judges for this year’s competition included:
As the first chairman 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
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.
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