Content Information
If there is a public health threat, communication with the media is essential to control foodborne illness. At times, the media can immediately distribute health and safety messages to the public. In a less-demanding situation, the media can educate and inform to reduce the risk of a food-borne outbreak from occurring. Thus, your agency should establish a relationship with the media before a crisis develops.
The Iowa Department of Public Health (IDPH) and other sources have a lot of information on public information and media relations. In general, media messages should have three goals:
To disseminate quick, accurate information about the illness to prevent its spread,
To maintain the agency’s credibility with the public by establishing trust and expertise, and
To follow federal, state and local laws on confidentiality.
A failure to accomplish these goals will result in lost credibility and open your organization to the possibility of legal action.
If your organization doesn’t provide timely, accurate information to the media, another group that may not share your mission and goals could fill that information void. The public could then receive misleading and/or conflicting messages.
It is important to remember confidentiality when drafting news releases. Iowa Administrative Code 139A.3 c. states, “If information contained in the report concerns a business, information disclosing the identity of the business may be released to the public when the state epidemiologist or the director of public health determines such a release of information necessary for the protection of the health of the public.” There are several news release samples in this chapter that demonstrate when it is appropriate to disclose the identity of the business and in what cases it is not appropriate. It is important for locals to seek legal counsel when considering press releases that may name or disclose any information that may be considered confidential.
When writing a news release, make sure your agency includes a 24 hour contact information of the person who can immediately respond to media inquiries. For credibility and heightened awareness, the release should be on an agency’s letterhead.
IDPH can provide resources to help with media training and the drafting of news releases. Do not hesitate to contact IDPH for help in dealing with the media and in developing key messages.
[sample releases]