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464 undergraduates took business communication electives last academic year 26 communication cases published in academic years 2009-2011 131 U.S. colleges and universities have adopted Mendoza student-written cases 2010 Arthur W. Page Society Case Study Competition Grand Prize, First Prize and Second Prize New edition of classic communication text The fifth edition of James S. O'Rourke IV's , was published in 2011 with a print run increasing to 20,000 copies from 7,500 for the previous edition. O'Rourke is a teaching professor of management and Arthur F. and Mary J. O'Neil Director of the Eugene D. Fanning Center for Business Communication. His classic text, which has been translated into five languages including Chinese, includes 36 case studies on management and corporate communication that were written by Notre Dame MBA and Master of Science in Accountancy students. Leading the Ten Years Hence lectures TM Company executives and directors have a fiduciary responsibility to maximize shareholder value. But what if a company were legally required to maximize the return to all its stakeholders, such as employees and residents of the communities in which it operates? That is the requirement for Benefit or B Corporations, a new corporate form championed by, among others, Jay Coen Gilbert, founder of the nonprofit B Lab. "Business for the Common Good" was the theme of the 2011 Ten Years Hence Speaker Series, which explores issues, ideas and trends likely to affect business and society the gift of over the next decade. In addition to Gilbert, notable experts such as Peter Senge, founding chair of SoL, the Society for Organizational Learning, described how companies can—and do—use economic power to solve social and environmental problems. Each spring, the signature lecture series brings in executives, experts and entrepreneurs to discuss their respective industries now and in 10 years. Publication success for students' paper The published an article that Mendoza graduate students originally wrote for Professor James S. O'Rourke IV's "Management Writing" course. "The Story is the Message: Shaping Corporate Culture," by Matthew Adamic and John Marshall, both 2009 MBA grads, describes how memorable narratives told by corporate leaders not only become part of company folklore but shape employee behavior. The article has since been included in the collection Crafting & Executing Strategy: The Quest for Competitive Advantage: Concepts and Readings 18th Edition, and is being translated for Chinese journal expertise STEADY ADVICE DURING A CRISIS When a crisis takes over a company's operations, the need for clear communications takes on new urgency, such as when Toyota faced the confusing case of the "stuck" accelerators, or when BP's Deepwater Horizon wellhead spewed oil into the Gulf of Mexico. What is the message that a company must send to its stakeholders at times like these? James S. O'Rourke IV, a longtime expert in crisis communications, is a sought- after media expert for his perspective and advice on how companies should go about handling these types of scenarios. He has been quoted in numerous publications, from The Wall Street Journal to USA Today. One of his main pieces of advice for executive leaders: Solve the problem causing the crisis. 23 Fanning Center for Business Communication ment Communication: A Case- Analy sis Appr Manage - oach Journal o f Business S tr ategy CEIBS Business R e vie w .