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Communication During the Sheboygan TB Outbreak. Steps Taken . Looked for lessons learned: Appleton Health Dept. Met with SASD Administration: Set up a plan Met with faculty in the AM D rafted parent letters for that afternoon M et with local media: Requested embargo until end of school day

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Communication during the sheboygan tb outbreak

Communication During the Sheboygan TB Outbreak


Steps taken
Steps Taken

  • Looked for lessons learned: Appleton Health Dept.

  • Met with SASD Administration: Set up a plan

    • Met with faculty in the AM

    • Drafted parent letters for that afternoon

    • Met with local media: Requested embargo until end of school day

  • Extra “on-call” nurses were in place and a scripted hotline was set up for overflow calls.

  • Briefed United Way 2-1-1 Fox Cities to assist with overflow and afterhours calls.


Consistently communicated through school medical providers media and public health
Consistently communicated through school, medical providers, media and public health

All parents received a letter and a TB teaching sheet. Parents of contacts were sent a separate letter with a teaching sheet. They were told a phone call was coming.

Letters were shared with local health care providers along with an update on the contact investigation plans.

The teaching sheet and TB talking points were shared with Public Health staff, 2-1-1 and a version “in layman's terms”was shared with media.


A fter the release
A media and public healthfter the release

Parents

  • The next day, 8 calls came into public health

  • Less than 10 were fielded at SASD

  • No calls to 2-1-1.

Media

  • Approximately 15 minutes after the online release of the Sheboygan Press article, Milwaukee TV affiliates were calling for interviews.

  • An hour after release, camera crews were in the lobby.


Response
Response media and public health

Scheduled a joint press conference with

SASD Superintendent, School Nurse and Medical Director, County Health Officer and Program Supervisor


Lessons learned
Lessons Learned media and public health

  • Build trust with repetitive messages through multiple sources

  • Timing is everything

  • The internet and social media speed up the message. Be ready to respond as soon as the story breaks.

  • It worked well the first time, when more cases were identified, this process repeated itself.


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