foodborne illness outbreak simulation workshop. se veg & fruit expo november 30, 2010 m edia --...
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SE Veg & Fruit Expo November 30, 2010 D EALING WITH THE M EDIA 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 plainlyTRANSCRIPT
FOODBORNE ILLNESS OUTBREAK SIMULATION WORKSHOP
SE Veg & Fruit ExpoNovember 30, 2010MEDIA -- OUR JOURNALISTIC TEAM
News and Observer Charlotte Observer
CNN Perez Hilton
Late night television
WRAL Twitter Yahoo News
SE Veg & Fruit ExpoNovember 30, 2010DEALING 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
SE Veg & Fruit ExpoNovember 30, 2010
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?
SE Veg & Fruit ExpoNovember 30, 2010
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?”
201020092008
SE Veg & Fruit ExpoNovember 30, 2010
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
SE Veg & Fruit ExpoNovember 30, 2010
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
SE Veg & Fruit ExpoNovember 30, 2010
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
SE Veg & Fruit ExpoNovember 30, 2010
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”.
SE Veg & Fruit ExpoNovember 30, 2010
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?
SE Veg & Fruit ExpoNovember 30, 2010
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
SE Veg & Fruit ExpoNovember 30, 2010
AUGUST 20 -- WOLF BLITZER STORY ON OUTBREAK Leafy greens, again. Where is the E. coli O157:H7 coming from?
Social policies?
SE Veg & Fruit ExpoNovember 30, 2010AUGUST 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?”
SE Veg & Fruit ExpoNovember 30, 2010
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
SE Veg & Fruit ExpoNovember 30, 2010
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
SE Veg & Fruit ExpoNovember 30, 2010AUGUST 22, 2011 -- RECALL
More late night More Wolf Blitzer
SE Veg & Fruit ExpoNovember 30, 2010UPDATED INFORMATION
Johnny Depp’s daughter is ill Was visiting NC, acquired the illness from food
SE Veg & Fruit ExpoNovember 30, 2010
AUGUST 2012 -- ONE YEAR ANNIVERSARY USA Today:
One year after the outbreak New York Times:
The tale of E. coli O157:H7