2003 PRSSA Bateman Case Study Competition
Ferrero U.S.A., INC. (Nutella)

Background Information

A National Case Study competition was established by PRSA in 1973 to allow members of the Public Relations Society of America an opportunity to exercise the analytical skills and mature judgement required for public relations problem-solving.

The name of the competition was changed in 1983 to honor the late J. Carroll Bateman, APR. Mr. Bateman was a past president of both the Public Relations Society of America (1967) and the International Public Relations Association (1980). After a distinguished career as president of the Insurance Information Institute, he became professor of public relations at the University of Tennessee and faculty advisor of its PRSSA Chapter. A charter Friend of PRSSA, Mr. Bateman was instrumental in founding PRSSA during his PRSA presidency.

Past case studies have dealt with nuclear energy, the American Heart Association, international relations, a nonprofit community-centered family counseling service provider, the Campaign for Tobacco-Free Kids, SOLOBIZ.COM, Visa U.S.A. and most recently, Contiki Holidays, the largest travel company for 18 to 35 year-olds.

This year we are proud to announce that the 2003 Bateman Case Study Competition will be sponsored by Ferrero U.S.A., Inc., with Nutella as the client. Nutella, a delicious chocolaty hazelnut spread, was created in Italy during the 1940s, and remains the number one spread in Italy, Germany and France, and outsells all brands of peanut butter worldwide.

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