GAMES AND CONTESTS(For Further details, see Page 3 of this document)
ICM- ‘Write for us’
Each participant is expected to write an essay/article/write-up(700 words) on the theme ‘the
media today’.
R-inggle – Radio Jingle
Each team should have 2 participants. Teams are expected to make a 10 second radio jingle on
the basis of an allocated subject. The format should be of .mp3.
Doc.FM- Documentary Film making competition
Each team should have 2 participants. Each team is expected to make a documentary film on a
proposed theme. Documentaries are to be submitted on a CD. Teams are requested to mail their
entries before 13th so that SIMC invitation committee can come to collect it on 13th November,
2009.
Ad- Kryption – designing and creatives contest
Each team (2 members/ team) will be given a picture (soft copy). Teams are expected to use any
design software (e.g. coral draw, photo-shop, illustrator etc.) to alter and modify the picture and
create a Print Ad out of the same. Using of text is permissible. The theme should essentially
focus on environmental issue. This should be mailed in the JPEG format.
ADynamics – Mad Ad competition
Each team can have maximum of 5 participants. Choose any service (not a product) of your own
choice and make an ad. No props to be used. It should be minimum 30 seconds and maximum 90
seconds. Capture this on your video camera or cell phone camera and send it to us. Make sure
whatever format it is in, it should open in the VLC player.
Earn your Worth – PR case studies
Each team can have 2-3 participants. Each team will be given a Public Relation related case
study. Teams interested, please mail in your entries. Your topics of the case study will be given
on a reply thread.
Best out of Waste – Creating useful articles from waste products
Each team of 3 members can make any useful article or commodity from waste article for the
event theme Green Battle.
Photu competition
It is an individual event. Individuals can click pictures from their cameras, cell phones on themes
of Green battle and submit a hard copy on the day of the event during registration. Size should be
8 by 10 inches and soft copy format should be .jpeg. Photographs will be judged on basis of their
concept and clarity.
Young Green Warrior Award
A special award will be given to individuals who have contributed to the green battle in
their own way. Documents to validate your entries will be required. If you want to
nominate your name, kindly notify the same to
meenakshi.samantaray@simc.edu/grishma.nair@simc.edu by 13th Nov 2009.
RULES
1. All the games/contests are pre event.
2. All the entries for all the events should be mailed by the 13th November 5:00 pm.
3. Only files more than 60 mb should be submitted in a CD. The invitation committee
will shall collect the films in each college. But mail in your name and college.
4. Only 15 teams can participate for each event. So registration will be done on first
come first serve basis.
5. For Photu Competition the pictures need to be mailed and the hard copies are to be
submitted on the day of registration.
6. Winners will be announced on the D day.
7. Mail in your entries to : meenakshi.samantaray@simc.edu/grishma.nair@simc.edu
For further queries contact:
Deepti Thomas- 09869084225
Sneha Chaudhary – 09820242945/ 09321563692
Juie Jithra – 09967077423
Meenakshi Samantaray – 09860406741
TOPICS FOR THE CONTESTS
EARN UR WORTH- PR CASE STUDIES
CASE STUDY -1
Global Solar Energy
Since its founding 1996, Global Solar Energy, Inc. has emerged as the leading producer of an
innovative solar cell technology. Used in a variety of applications—from traditional solar power
modules to new building products and designs—Global Solar manufactures Copper Indium
Gallium diSelenide (CIGS) cells, which are deposited on flexible backing. CIGS is a type of thin
film technology that is lightweight and highly efficient. The Company’s solar strings, called
PowerFlex, are the only bendable solar cells in full scale production today. For years, Global
Solar has delivered its PowerFlex strings to module manufacturers for use in solar energy
systems.
Business Challenge
Thin film solar technology has received wide-spread attention in recent years due to its potential
for significantly reducing manufacturing costs, offering high-production yield and enabling solar
technology to reach a more competitive cost per watt compared to traditional energy sources.
This potential has led to massive amounts of venture capital and investment, making the market
ripe with opportunity.
Irrespective of the fact that the Company had reached impressive technical and manufacturing
milestones, it remained largely unknown in the industry. Staying under the media radar was a
strategic decision by Company executives.
Consequently several other manufacturers took an advantage of the situation and ventured into
the business with intensive promotional campaigns and new media. Due to this PowerFlex
decided to invest in the promotional aspect of marketing but with limited funds.
QUESTION
Consider yourself to be a Public Relation agency. What steps would your agency necessitate to
ensure that PowerFlex becomes a familiar name in the market so that it could help the
organization to further accelerate its profitability in the market?
Also take into account the fact that Global Solar Energy does not want to invest a huge chunk of
money in advertising.
CASE STUDY-2
The American Council on Science and Health (ACSH) has been one of the leading voices behind
stories about the "great Alar scare of 1989" a conservative fable that has been endlessly recycled
by the mass media into a morality tale about the dangers of environmental fear mongering,
government regulatory excess, and media irresponsibility.
A recent search of the NEXIS news database turned up nearly 5,000 references to the Alar affair.
All but a handful treated the incident as a case of Chicken Little environmentalism, with
headlines such as "Enviros Accused of Inciting Paranoia," "The Century of Science Scares,"
"The 60 Minutes Health Hoax," and "Pseudoscientific Hooey the Scare Tactic of Choice
Nowadays." Thanks in large part to ACSH's efforts with journalists, the word Alar has become a
near-universal shorthand for an irrational health scare stemming from "junk science."
Alar and regulatory inaction
Alar was a chemical, first marketed in 1968, that apple growers sprayed on trees to make their
apples ripen longer before falling off. In use, however, Alar breaks down to a by-product called
"unsymmetrical di-methyl hydrazine" or UDMH. The first study showing that UDMH can cause
cancer was published in 1973. Further studies published in 1977 and 1978 confirmed that Alar
and UDMH caused tumors in laboratory animals.
The U.S. Environmental Protection Agency opened an investigation of Alar's hazards in 1980,
but shelved the investigation after a closed meeting with Alar's manufacturer, the Uniroyal
Chemical Company. In 1984, the EPA re-opened its investigation, concluding in 1985 that both
Alar and UDMH were probable human carcinogens. Under pressure from Uniroyal, however, the
EPA allowed Alar to stay on the market. Its use continued, even after tests by the National Food
Processors Association and Gerber Baby Foods repeatedly detected Alar in samples of apple
sauce and apple juice, including formulations for infants.
Consumers Union and environmental groups such as the Natural Resources Defense Council
(NRDC) saw Alar as an example of a regulatory system that was not functioning properly. If
Alar were a new chemical being considered for approval, it would not have been allowed on the
market, but since it was already in use, getting it withdrawn ended up taking nearly a decade.
By 1989, the states of Massachusetts and New York had banned the chemical, and the American
Academy of Pediatrics was urging a similar ban at the federal level. "Risk estimates based on the
best available information at this time raise serious concern about the safety of continued, longterm exposure," stated an EPA letter to apple growers which estimated that 50 out of every
million adults who ate apples on a regular basis would get cancer from long-term exposure to
Alar -- in other words, 50 times the human health hazard considered "acceptable" by EPA
standards.
QUESTION
In order to counter these allegations and re-build its image, Alar hired Edelman PR agency and
create trust in the clients.
Consider yourself to be a representative of Edelman Group and design a campaign to rebuild its
image.
PS: The Alar counterattack was led by Elizabeth Whelan and ACSH. Between 1990 and 1995,
CASE STUDY 3
Odwalla is the health-conscious juice company which began a couple of decades ago when Greg
Steltenpohl, Gerry Percy and Bonnie Bassett began squeezing fresh oranges on a $200 hand
juicer. The company was growing strongly with annual sales rising 30% per year and
approaching $90m. The company had established a strong brand with enormous customer
loyalty.
On October 30, 1996, everything changed. Health officials in Washington state informed the
company that they had discovered a link between several cases of E. coli 0157:H7 and Odwalla
fresh apple juice.
The link was confirmed on November 5. As the crisis played itself out, one child died and more
than 60 people in the Western United States and Canada became sick after drinking the juice.
Sales plummetted by 90%, Odwalla's stock price fell 34%. Customers filed more than 20
personal-injury lawsuits and the company looked as though it could well be destroyed.
This created a huge dent in the market share of the company in the market and led to wind fall
losses. The management was concerned because they could not resolve the issue internally as the
good will of the organization was in a bad shape. Thus they resorted to Porter- Novelli PR
agency to save the scenario
QUESTION
Consider yourself to be the Representative of the PR agency and device a plan with an economic
budget so that Odwalla group could re-build its stake in the market with minimum losses.
CASE STUDY 3
In 1982, Johnson & Johnson's Tylenol medication commanded 35 per cent of the US over-thecounter analgesic market - representing something like 15 per cent of the company's profits.
Unfortunately, at that point one individual succeeded in lacing the drug with cyanide. Seven
people died as a result, and a widespread panic ensued about how widespread the contamination
might be.
By the end of the episode, everyone knew that Tylenol was associated with the scare. The
company's market value fell by $1bn as a result.
When the same situation happened in 1986, the company had learned its lessons well. It acted
quickly - ordering that Tylenol should be recalled from every outlet - not just those in the state
where it had been tampered with. Not only that, but the company decided the product would not
be re-established on the shelves until something had been done to provide better product
protection.
As a result, Johnson & Johnson developed the tamperproof packaging that would make it much
more difficult for a similar incident to occur in future.
Cost and benefit
The cost was a high one. In addition to the impact on the company's share price when the crisis
first hit, the lost production and destroyed goods as a result of the recall were considerable.
However, the company won praise for its quick and appropriate action. Having sidestepped the
position others have found themselves in - of having been slow to act in the face of consumer
concern - they achieved the status of consumer champion.
Within five months of the disaster, the company had recovered 70% of its market share for the
drug - and the fact this went on to improve over time showed that the company had succeeded in
preserving the long term value of the brand. Companies such as Perrier, who had been criticised
for less adept handling of a crisis, found their reputation damaged for as long as five years after
an incident.
In fact, there is some evidence that it was rewarded by consumers who were so reassured by the
steps taken that they switched from other painkillers to Tylenol.
Topics for ADynamics
1.
Talking books
2.
Baby helmet
3.
Flying slippers
Topics for Doc.FM
1. Nostalgia
2. Pav Se Pasta; vice versa
Radio jingle
1.
GREEN MUMBAI
Photo for Adkryption
Other Contests: Stick To Any Of The Following Topic1.
The green battle
2.
Media evolution: past present future