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Avian Influenza USDA Communications Strategy

Avian Influenza USDA Communications Strategy. 3 rd Interagency Meeting on Strategic Communications for Avian/Pandemic Influenza Pan American Health Organization Feb. 28, 2008. USDA ’ s Primary Communications Focus. Educating the media and public

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Avian Influenza USDA Communications Strategy

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  1. Avian InfluenzaUSDA Communications Strategy 3rd Interagency Meeting on Strategic Communications for Avian/Pandemic Influenza Pan American Health Organization Feb. 28, 2008

  2. USDA’s Primary Communications Focus Educating the media and public • complexities of avian influenzaas a disease among birds, and • planned methods of communication in the event of an outbreak

  3. Media Outreach Campaign • Briefed national television networks and national radio about USDA’s communications strategy. • Developed educational materials.

  4. Public Outreach Campaign • Avian Influenza: Protecting the United States. USDA Preparations and Response • Avian Influenza: Protecting U.S. Agriculture – Imports of Legal Birds and Bird Products • Keep Bird Flu Out of the United States – poster

  5. Public Outreach Campaign • Television and radio public service announcements • Biosecurity for Birds • Smuggling

  6. Avian Influenza Risk Communications • USDA Office of Communications Highly Pathogenic Avian Influenza Incident Communications Plan • Pre-scripted risk communications messages

  7. Communications Tools • B-roll footage • Digital video discs (DVDs) • Fact Sheets • Questions and Answers

  8. Images Released to Media

  9. Public Notification ProtocolPresumptive Positive H5N1 Detections • USDA is committed to transparency. • Delivering factual, timely information is a priority for USDA.

  10. Public Notification Protocol Low Pathogenic H5N1 Avian Influenza • USDA and DOI post all suspected “North American” LPAI H5N1 detections on the Internet • www.usda.gov/birdflu

  11. Public Notification Protocol Highly Pathogenic H5N1 Avian Influenza • News Conference • Press release

  12. Still more work to do…. • International Communications Plan • Food safety guidelines in the event of a HPAI detection

  13. USDA KEY MESSAGES • Department of the Interior • Department of Health and Human Services • Department of State • Department of Homeland Security • State government • Industry

  14. A detection in the U.S. would NOT signal the start of a human flu pandemic. • Most human illnesses result from direct contact with infected birds • The virus does NOT spread easily from person to person

  15. A detection in wild birds would NOT mean the virus will reach commercial poultry. • Extensive biosecurity measures on commercial poultry farms • covered buildings • limited access to farms

  16. Properly prepared and cooked poultry is safe. • It is highly unlikely affected poultry would enter the food supply • Consumers have the power to ensure poultry is safe - proper cooking kills the AI virus (internal temp of 165 degrees)

  17. USDA has experience responding to and eradicating HPAI. • 1924 HPAI H7 outbreak – East Coast live bird markets • 1983-84 HPAI H5N2 – Pennsylvania and Virginia • 2004 HPAI H5N2 - Texas NO human illness resulted from any of these outbreaks.

  18. www.usda.gov/birdflu Angela Harless USDA Office of Communications 202/720-4623

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