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FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP

Learn how to handle media during foodborne illness outbreaks. Tips, strategies, and key points for effective communication. Stay prepared, credible, and compassionate. Be ready to answer the 8 essential questions the media always ask.

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FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP

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  1. FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP

  2. Media -- Our journalistic team • News and Observer • Charlotte Observer • CNN • Perez Hilton • Late night television • WRAL • Twitter • Yahoo News

  3. Dealing with the Media • Respect deadlines and ask what the story is about • Be prepared and have key points • SAFE or As Safe As Possible • Never say No Comment • Don’t over-promise • Show compassion and express concern for others • Credibility • Don’t blame someone else • What we are changing • Lessons learned • Speak plainly

  4. 8 questions the Media always ask • What happened? • Who is in charge? • Has this been contained? • Are the victims being helped? • What can we expect? • What should we do? • Why did this happen? • Did you have forewarning?

  5. Minutes after the Press Release • “Reports are that this outbreak is linked to tomatoes” • “Or perhaps it’s not tomatoes?” • “What’s wrong with tomatoes?” • 2010 • 2009 • 2008

  6. August 15, 2011 • There has been a report of an outbreak of Salmonella in North Carolina • They have not identified any specific food item • Right now there are approximately 24 people sick

  7. August 17, 2011 -- More information trickles out • Not just NC • TN, SC, GA -- all genetic matches • Buncombe Co Health Department says “appears that they are linked to fast food” • TN Department of Health says “may be associated with Mexican restaurants” • National conference call

  8. Yahoo News • Salmonella cases on the rise in NC, TN • Twitter • #Salmonella what’s up with Poona? • Seems to be a big outbreak going on #Salmonella Poona

  9. August 19, 2011 • Outbreak of Salmonella maybe associated with tomatoes • Why are tomatoes still in NC stores? • Asked a mother entering Geo’s market in Gastonia, “Will you be purchasing tomatoes today? • “No I will not be purchasing tomatoes for a while”.

  10. August 19, 2011 Salmonella -- TN Health department its tomatoes • What do you do? • Who do you call? • What kind of things do you do to assess your system? • What do you release to the media?

  11. August 20, 2011 • Story on Salmonella outbreak • Interviewed Katie Cobb and her son both infected with Salmonella • She purchased tomatoes from local food store

  12. August 20 -- Wolf Blitzer story on outbreak • Tomatoes, again. • Where is the Salmonella coming from? • Social policies?

  13. August 20 -- Letterman • First lettuce gets E. coli, now tomatoes have Salmonella... who would have ever thought bacon would be the healthiest part of a BLT?”

  14. YOUTUBE

  15. August 22, 2011 • Outbreak of Salmonella associated with tomatoes • Several farms provide tomatoes to Larry’s Wholesale • Tarheel Acres Growers, Plott hound Creek Farms, and Rising Sun Farms

  16. August 22, 2011 -- Recall • More late night • More Wolf Blitzer

  17. Updated information • Johnny Depp’s daughter is ill • Was visiting NC, acquired the illness from food

  18. August 2012 -- One year anniversary • USA Today: • One year after the outbreak • New York Times: • The tale of Salmonella

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