FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP

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FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP
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Media -- Our journalistic team

• News and Observer
• Charlotte Observer
• CNN
• Perez Hilton

• Late night television
• WRAL
• Twitter
• Google alerts

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Dealing with the Media

• Respect deadlines and ask what the story is about
• Be prepared and have key points
• As safe as possible
• Never say no comment
• Dont over-promise

• Show compassion and express concern for others
• Credibility
• Dont blame someone else
• What we are changing
• Lessons learned
• Speak plainly

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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?

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• Minutes after the press release
• Reports are that this outbreak is linked to
  berries
• Or perhaps its not berries?
• Whats wrong with berries?
• 2010
• 2009
• 2008

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• November 11, 2011
• There has been a report of an outbreak of
  Hepatitis A in North Carolina
• They have not identified any specific food item
• Right now there are approximately 24 people sick

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November 12, 2011 -- More information trickles out

• Outbreak in NC, and sporadic cases in VT, OR, and
  WA -- all genetic matches
• NC health officials have warned residents not to
  eat fresh strawberries because sufferers reported
  having eaten them
• OR Department of Health says may be associated
  with strawberries
• National conference call

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• Twitter
• Whats up with the strawberry shortcake?
• Seems to be a big outbreak going on Hepatitis A
• Google alerts (Hepatitis)
• Hepatitis A cases on the rise in NC, OR

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• November 15, 2011
• Outbreak of Hepatitis A maybe associated with
  strawberries
• Why are strawberries still in NC stores?
• Asked a mother entering Geos market in Gastonia,
  Will you be purchasing strawberries today?
• No, I will not be purchasing strawberries for a
  while.

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NOVEMBER 16, 2011 HEPATITIS A -- NC HEALTH
DEPARTMENT SAYS ITS STRAWBERRIES

• 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?

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• November 17, 2011
• Story on Hepatitis A outbreak
• Interviewed Katie Cobb and her son both infected
  with Hepatitis A
• She purchased strawberries and blueberries from
  her local farmers market

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November 18 -- Wolf Blitzer story on outbreak

• Strawberries under suspicion officials looking
  into reports of illness
• Where is the Hepatitis A coming from?
• Social policies?

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November 20 -- Letterman

• One strawberry looks to another strawberry and
  says Look at the jam youve gotten us into!

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YOUTUBE

• webm

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• November 20, 2011
• Outbreak of Hepatitis A associated with
  strawberries
• Several farms provide strawberries to local
  markets
• Tarheel Acres Growers, Plott hound Creek Farms,
  and Rising Sun Farms

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November 22, 2011 -- Recall

• More late night
• More Wolf Blitzer

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Updated information

• Johnny Depps daughter is ill
• Was visiting NC, acquired the illness from food

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November 2012 -- One year anniversary

• USA Today
• One year after the outbreak
• New York Times
• The tale of Hepatitis A