1. FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP

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

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. 2010 2009 2008 Minutes after the press release
“Reports are that this outbreak is linked to berries”
“Or perhaps it’s not berries?”
“What’s wrong with berries?”
2010
2009
2008

6. 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

7. 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

8. Google alerts (Hepatitis)
Twitter
#What’s 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

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

10. NOVEMBER 16, 2011 HEPATITIS A -- NC HEALTH DEPARTMENT SAYS IT’S 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?

11. Story on Hepatitis A outbreak
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

12. 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?

13. November Letterman
One strawberry looks to another strawberry and says “Look at the jam you’ve gotten us into!”

14. YOUTUBE
webm

15. 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

16. November 22, 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. November 2012 -- One year anniversary
USA Today:
One year after the outbreak
New York Times:
The tale of Hepatitis A