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. 2010 2009 2008 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 Twitter Salmonella cases on the rise in NC, TN
#Salmonella what’s up with Poona?
Seems to be a big outbreak going on #Salmonella Poona

9. Outbreak of Salmonella maybe associated with tomatoes
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. Story on Salmonella outbreak
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 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, 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