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Getting the message right

Tuck student's communications study wins top  honors

Jennifer Kaye '99, a second-year student at the Tuck School of Business, took the  Grand Prize in the 2005 Case Study Competition in  Corporate Communications sponsored by the Arthur  W. Page Society and the Institute for Public  Relations. The competition highlights  communications and reputation management  challenges that business leaders face.

Jennifer Kaye '99
Jennifer Kaye '99

Kaye's study of the communications strategy used  by Coca-Cola India to restore public trust in its  product in the aftermath of safety allegations  concerning the beverage earned her the top  honors. She will receive a $5,000 cash prize at  the Society's annual spring seminar, taking place  in New York City this month. Kaye's faculty  adviser, Paul Argenti, Tuck Professor of  Corporate Communication, will also be honored at  the event.

"Jennifer's work on the Coke case was an  extraordinary effort for an independent  study. I'm extremely proud of what she has  done," said Argenti.

The winners were selected from among 42 entries.  "The competition helps future business leaders  develop an appreciation for effective public  relations strategies," said Thomas R. Martin,  Senior Vice President for Corporate Relations at  ITT Industries and president of the Page Society.  "By researching and writing about real business  problems, students can get an appreciation for  what it means to be a CEO or senior manager."

Kaye, a native of Granite Bay, Calif., is the co-chair of Tuck's Women in Business Club. She  will receive her MBA from the Tuck School in June  2005 and will begin work at Bain & Company in New  York in the fall.

Her case study is available online.

By GINA PLACE

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Last Updated: 12/17/08