CASE STUDY: MODERNA'S LAUNCH OF MRNA-1273, A VACCINE FOR COVID-19
COM 25700 - Problems in Public Relations with Charlie Catalano, Ph.D., APR
I completed a case study for the Problems in Public Relations course at Purdue University. While taking this class, the COVID-19 vaccine race was at its peak and we were lucky to be able to work directly with the Director of Corporate Communications at Moderna, Inc., Colleen Hussey. My professor Charlie Catalano designed this case study with feedback from Colleen to reflect tactics that we would complete in a real-world setting. At the end of the course, I was able to speak with Colleen and ask about her role in launching the vaccine. I am very thankful for this experience and gained so much knowledge into the public relations of the biotech industry.
Below you will find my completed tactics for the Moderna case study.
ORGANIZATIONAL ANNOUNCEMENT
We then switched gears to create an organizational announcement to announce Colleen Hussey's promotion to Director of Corporate Communications at Moderna. I researched how Ray Jordan, the Chief Corporate Affairs Officer, speaks in writing and crafted this message to reflect that.
NEWS RELEASE & SOCIAL MEDIA POSTS
We then were tasked with creating a news release and two social media posts to announce the FDA fast-track approval of the New Drug Application for mRNa-1273. I had to read through Moderna's past news releases and social media posts to best capture their format and tone of voice.