UA Announces First Communication Award for Corporate Credibility

TUSCALOOSA, Ala. – The University of Alabama department of advertising and public relations in the College of Communication and Information Sciences, and Chicago-based Ashton Partners, a leading independent financial communications firm, are co-sponsoring an award for corporations called the Corporate Credibility Award. The intent is to recognize companies that have crafted and executed communications strategies that build credibility with key external and internal stakeholders.

Recent Wall Street scandals have increased both investor and market scrutiny of corporate performance, which has elevated the need for effective and ethical communications. This first-ever communications award program has been created to honor those companies that excel at enhancing corporate credibility.

“Credibility has long been a presumed component of our communications, but that quality cannot be taken for granted,” said Dr. Bruce Berger, associate professor of public relations at UA. “Communication of any kind, particularly when influencing buying decisions, cannot be effective unless it is believable.

“This involves not only the means or vehicle itself, but also the organizational ‘voice’ and ‘character’ behind the communications. Corporate executives are only deceiving themselves if they still believe that financial performance alone drives stock price. Today more than ever, effective communications and ethical actions play a critical role.”

The perception of a company, its management team and its corporate strategies has an important non-financial measure that is considered by investors and analysts.

“Credibility speaks to believability, confidence and trust,” said Elizabeth Saunders, Ashton Partners founder. “Without these qualities, companies cannot expect to create, let alone sustain, critical stakeholder relationships, whether driving growth by engaging customers and employees, or influencing investors to buy or hold stock.”

Entry applications must be submitted by March 19 and winners will be announced on April 30.

Send completed entry forms to University of Alabama, Department of Advertising and Public Relations, Box 870172, Tuscaloosa, AL 35487-0172. Entry forms are available from either the University (berger@apr.ua.edu) or Ashton Partners (www.ashtonpartners.com).

Any public company with a communications program implemented and assessed primarily in 2003 may participate. Separate awards will be given for a small (under $1 billion in market cap for the program year) and for a large company (more than $1 billion in market cap). Programs will be evaluated by how well communications activities are linked to the overall goals and how results are tracked. The specific criteria for judging the applicants submitted for the award will include:

• Defined communications goals and strategies
• Consistent set of core messages
• Strategic initiatives undertaken by tactic/vehicle and integrated across audiences
• Analysis or measurement undertaken to gauge impact
• Evidence of resulting change in perception or image (if any)

A panel of judges comprised of faculty and graduate students from the University and senior financial communications experts from Ashton Partners will judge each entry on the demonstrated linkage between the goals, strategies and initiatives outlined, and the demonstrated success or impact realized.

Ashton Partners is a strategic advisory firm specializing in and providing investor relations, corporate communications and crisis management solutions for public and private companies. Their unique processes utilize both quantitative and qualitative approaches to messaging, positioning, targeting and branding to enhance a company’s real and perceptual value.

The department of advertising and public relations is one of five departments in C&IS. APR includes more than 900 undergraduate public relations and advertising majors and approximately 25 graduate students. C&IS is among the largest and most prestigious communication colleges in the nation, has graduated more than 12,000 students and consistently is ranked among the top 10 in number of doctoral degrees awarded and in many of its research programs. C&IS graduates have won four of the six Pulitzer Prizes awarded to University of Alabama alumni, and the forensics and debate squad, housed within the College, has garnered 14 national championships.