Analyzing Pfizer's COVID-19 vaccine PR strategy /

This case examines the public relations and communications strategy of pharmaceutical giant Pfizer, which is expected to launch a Covid-19 vaccine after announcing successful trials in the fall of 2020. With a vaccine coming amid a highly fraught political moment in the United States, Pfizer's...

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Bibliographic Details
Main Author:	Lawrence, Kelsey (Journalist) (Author)
Format:	eBook
Language:	English
Published:	London : SAGE Publications: SAGE Business Cases Originals, 2021.
Series:	SAGE business cases
Subjects:	Pfizer Inc. > Public relations > United States. Pfizer Inc. > Public relations > Political aspects > United States. Pfizer Inc. > Public opinion. Pfizer Inc. Business communication. Vaccines > Public opinion. COVID-19 (Disease) > Public opinion. Communication dans l'entreprise. Vaccins > Opinion publique. COVID-19 > Opinion publique. Public opinion. Public relations. Public relations and politics. United States. Electronic books.
Online Access:	Connect to the full text of this electronic book

Description
Summary:	This case examines the public relations and communications strategy of pharmaceutical giant Pfizer, which is expected to launch a Covid-19 vaccine after announcing successful trials in the fall of 2020. With a vaccine coming amid a highly fraught political moment in the United States, Pfizer's messaging has attempted to distance the company--and its vaccine research--from the Trump administration's Operation Warp Speed initiative, despite the company's collaboration with the administration to help facilitate eventual distribution of the vaccine. The case asks students to assess Pfizer's messaging and discuss the strategic benefits and pitfalls of the company's effort to distance itself from the sitting president.
Physical Description:	1 online resource : illustrations.
Bibliography:	Includes bibliographical references.
ISBN:	9781529770698 1529770696