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FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP

FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP. Media -- Our journalistic team. News and Observer Charlotte Observer CNN Perez Hilton. Late night television WRAL Twitter Yahoo News. Dealing with the Media. Respect deadlines and ask what the story is about

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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 • 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 leafy greens” • “Or perhaps it’s not leafy greens?” • “What’s wrong with leafy greens?” • 2010 • 2009 • 2008

  6. August 15, 2011 • There has been a report of an outbreak of E. coli O157:H7 in NC • They have not identified any specific food item • Right now there are approximately 20 people sick

  7. August 17, 2011 -- More information trickles out • The fingerprint from NC and VA are an identical match linking the outbreaks • VA Department of Health says “thinks it is associated with prepackaged leafy greens mix bags” • Isolated strain from opened bad • Sporadic cases in TN and SC • National conference call

  8. Yahoo News • E. coli O157:H7 cases on the rise in NC, VA • Twitter • #what’s up with E. coli O157:H7? • Seems to be a big outbreak going on #E. coli O157:H7

  9. August 19, 2011 • Outbreak of E. coli O157:H7 maybe associated with leafy greens • Why are leafy greens still in NC stores? • Asked a mother entering Geo’s market in Gastonia, “Will you be purchasing leafy greens today? • “No I will not be purchasing leafy greens for a while”.

  10. AUGUST 19, 2010 E. COLI O157:H7 -- VA HEALTH DEPARTMENT CONFIRMS IT’S BAGGED SALAD FROM PACK IT OUT PRODUCE • Isolated strain from unopened bag • 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 E. coli O157:H7 outbreak • Interviewed Katie Cobb and her son both infected with E. coli O157:H7 • Her son is in the hospital

  12. August 20 -- Wolf Blitzer story on outbreak • Leafy greens, again. • Where is the E. coli O157:H7 coming from? • Social policies?

  13. August 21 -- Letterman • First tomatoes get Salmonella, now lettuce has E. coli... who would have ever thought bacon would be the healthiest part of a BLT?”

  14. August 22, 2011 • Is this outbreak going to be like the Fresh Bagged Spinach outbreak of 2006? • 183 persons infected • 95 hospitalized • 29 hemolytic uremic syndrome • 1 died

  15. August 22, 2011 • Outbreak of E. coli O157:H7 associated with bagged leafy greens salad mix from Pack It Out Produce • Several farms provide leafy greens to Pack It Out Produce • 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 E. coli O157:H7

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