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Brandon Ward
Grayson Traylor
Tailor Johnson

Salmonella Outbreak Crisis Communication

Plan
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Table of Contents

I. Executive Summary_____________________________3
II. Crisis Situation_________________________________3
III. Crisis Communication Team______________________4
IV. Key Stakeholder Groups__________________________4-6
V. Meeting Location_______________________________6
VI. Equipment and Supplies__________________________6-7
VII. Employee Media Policy__________________________7-8
VIII. Messaging_____________________________________8-12
1. Holding Statement---8
2. Press Release ---9
3. Anticipated Questions---10
4. Social Media Message---12
IX. Social Media Management________________________13
1. Monitoring
2. Communicating
X. References_____________________________________14
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I. Executive Summary

The following plan was formed in the event of a foodborne illness outbreak at Kennesaw
State University Sports + Entertainment Park. This plan is intended to protect The Park’s most
important assets, which include: staff, image, and public safety. This plan establishes every
important aspect of the crisis communication plan. First, this document outlines what Salmonella
is and incorporates a past case of Salmonella. Second, the plan outlines which stakeholders to
contact and when to contact them, along with the media outlets that are most important. Their
contact information is outlined as well. Third, a section can be found that includes all the staff
that is required to be a part of the crisis communication team. Each team member is tasked to
bring certain pieces of equipment or supplies to the designated meeting area, which can be found
in this document as well. The fourth main point is knowing who will be the spokespersons, as
well as who else can talk to the media and who cannot. This can be found towards the end of the
document. It is important to know how to react to the media if you do not have clearance to
speak. This information can be found in the Employee Media Policy. Included in this document
also is important information on when to respond and when not to respond to a social media post.
Please see the table of contents for easy maneuvering of the crisis communication plan.

The primary contact dealing with food-borne illnesses is the Center for Disease Control
(CDC). Daily cooperation with the CDC is crucial for the decimation of truthful information to
stakeholders and the public.

CDC link: https://www.cdc.gov/salmonella/index.html …

II. Crisis Situation

Salmonella Outbreak

Salmonella is commonly found in contaminated food and water. In any event where a
multitude of food truck vendors attend, the risk of a salmonella outbreak is high. Salmonella, the
bacteria that causes the infection salmonellosis, poisons the gastrointestinal organs and causes
vomiting, diarrhea, abdominal pain, and fever. Vendors selling poultry: specifically, chicken,
turkey, duck, beef, veal, pork and products containing eggs should be extremely cautious.

In a recent salmonella outbreak in Louisiana, 149 cases of gastrointestinal illness were

confirmed on Saturday, October 21 according to CNN. The cause of the outbreak was jambalaya,
a dish that combines rice along with other meats such as sausage, chicken, vegetables and
seafood. It has been confirmed that at least 300 people consumed the jambalaya that resulted in
one death. The US Centers for Disease Control and Prevention report that at least 380 people die
a year from the infection. It is important to make sure each of the event attendees is aware of the
severity of the infection, the symptoms to look out for, and the steps to take if the infection is
contracted.
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III. Crisis Communication Team

Name of Team Position within the company Role on the Crisis Contact
Member Communication team Information

Zach Kerns General Manager 1st spokesperson 470-578-7912

Kristin Evans Director of Business Media Team 470-578-7788

Stephanie Guest Experience Manager 2nd spokesperson and 470-578-7898

Hamilton Social Media writer

Necie Brown Booking and Event Services Media contact 470-578-7931

Manager

Derrick Palms Executive lead Social Media monitor 470-788-6676

Hannah Student Staffing and Career Media Team 470-578-5054

Gordon Experience Coordinator

Brandon Harris Technical Director Interim tech support 404-788-6623

David Bennett Event Operations Manager Interim team lead 470-578-4961

IV. Key Stakeholder Groups

During a salmonella outbreak, it is important to examine several stakeholder groups.

Notifying the public is a top priority for the Kennesaw State Univeristy + Entertainment Park.
Crisis situations involving food-borne illnesses require quick dissemination of information. The
public must also be able to communicate back with members of the crisis management team or
be able to refer to to a website that will cover answers to commonly asked questions.

In this scenario, the stakeholder groups will be listed as follows: the student body that
attended the event, the faculty, Kennesaw State University Alum, the general public that attended
the event, and Kennesaw State University staff. Each of these groups will be notified via a
campus safety email and a text message. The KSU Sports + Entertainment team members will
also disseminate flyers around campus with information on what to do in the event that
symptoms of salmonellosis appear.

Those affected are encouraged to visit: salmonellaoutbreak.wordpress.com

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The Local media stakeholder groups include the Atlanta Journal Constitution, Kennesaw
Patch, Marietta Journal, The Sentinel, and WSBTV . These media outlets are important
stakeholders because they will be the ones disseminating the news out to the public about the
outbreak. These news outlets not only can provide alertness of the situation, but give reactionary
information to the public about what to do next if affected.

The government agencies involved are the Center For Disease Control and Georgia
Department of Public Health. These stakeholders are important because they help with the legal
aspect of the crisis. The CDC is the nation’s health protection agency. The CDC saves lives is
able to protect people from health, safety, and security threats. The Georgia DPH is the lead
agency in preventing disease, injury and disability; promoting health and well-being.

The hospitals that need to be involved are Wellstar, Wellstar Kennestone Hospital and
Children’s Healthcare of Atlanta. All of these hospitals all in close proximity to Kennesaw State
University. KSU has a close relationship with Wellstar and has an on-site Wellstar Clinic on KSU
Campus.

i. Local Media

Name of Media Telephone E-mail/Website Primary Contact

Outlet

Marietta Daily 770-428- rleroux@mdjonline.com Ricky LeRoux

Journal 9411x220

Atlanta Journal 404-526-7003 communitynews@ajc.com Ligaya Figueras-

Constitution (Food/Dining)
Ligaya.figueras@ajc.com

Kennesaw Patch tips@patch.com

The Sentinel

WSBTV 404-897-6276 newstip@wsbtv.com

ii. Federal/State Government Agencies

Name of Agency Telephone E-mail Primary

Contact

Center for Disease 1-800-232-

Control 4636

Georgia Department of 404-657-2700 DPHConstituentServices@dhr.state.ga.us

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Health

iii. Hospitals

Name of Agency Telephone E-mail Primary Contact

WellStar 770-956-7827

Kennestone 770-793-5000

Children’s Hospital 404-785-5437

V. Meeting Location

You will meet at conference room SS 1004 in the Siegel Student Recreation and
Activities Center 290 Kennesaw State University Rd NW MD 0302 Kennesaw, GA 30144. If this
location is unavailable then meet at Suburban Extended Stay America 2900 George Busbee
Pkwy NW, Kennesaw, GA 30144. At this location they have a meeting room that can be booked
or you can book any room to have a desk, T.V., and Wi-Fi.

VI. Equipment and Supplies

Item Person w/ responsibility for

item

Fact sheets David Bennett

Crisis manual David Bennett

2-way radios David Bennett

Multiple phones(for a call center) Necie Brown

Media contact list Necie Brown

Contact list for important stakeholders Necie Brown

Snacks and drinks Stephanie Hamilton

Radio Hannah Gordon

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FAQs sheet Hannah Gordon

Batteries Hannah Gordon

Paper and pens Hannah Gordon

Password and info sheet for website, Twitter and Facebook Brandon Harris
pages

Voice recording devices David Bennett

Multiple portable computers Brandon Harris

VII. Employee Media Policy

The following team members have full clearance to speak to the media and/or other
stakeholders: Zack Kerns, Stephanie Hamilton, Kristin Evans, Hannah Gordon, and Necie
Brown. Zack is the primary spokesperson followed by Stephanie as the secondary
spokesperson/social media writer. Kristin and Hannah is not to be an active spokesperson but has
clearance to openly converse with the media. Necie is the primary media contact and is
responsible for supplying information to the media when Zack or Stephanie are not talking to the
press.
Those not permitted to speak to the media shall not release any information or answer
any questions pertaining to the event. If approached by the media, please direct all persons to
contact Necie, the media contact. Necie’s primary forms on contact are listed below:
Work telephone number: (470)-578-7989 Email: Jbrow730@kennesaw.edu
All team members must be present during the employee media policy briefing. This is
vital to the success of this operation. The four team members allowed to openly speak to the
media will receive fact sheets and a FAQs sheet. These items must be reviewed prior to any
contact with the media or other stakeholder. As stated in the first paragraph of section VII., Zack
and Stephanie are the ONLY two team members allowed to release information on camera. If a
team member not designated to speak to the media are approached by the media with a camera,
offer them Necie’s contact information immediately.
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VIII. Messaging
Holding Statement
A salmonella poisoning has occurred at Kennesaw State University Sports +
Entertainment Park on November 3 during the opening night of the Great Southern Food Truck
Rally. The cause of the salmonella outbreak has been identified to three of the food truck
vendors: Atlanta Burger Truck, Triple Jay’s Pizza, and Boss Lady’s Grillers & More. The
Georgia Department of Public Health is currently investigating the cause of the outbreak.
For more information as it becomes available please contact: Necie Brown,
Phone: (470) 578-7989 Email: jbrow730@kennesaw.edu
For more information about Kennesaw State University Sports and Entertainment Park please
visit: http://sportspark.kennesaw.edu/
For information regarding health safety please visit:
https://www.cdc.gov/salmonella/outbreaks.html
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FOR IMMIDEIATE RELEASE

Salmonella Outbreak at Kennesaw State University Sports +

Entertainment Park
Kennesaw, Ga. (November 6, 2017) - Officials from the Georgia Department of Public
Health are investigating a salmonella outbreak associated with the Great Southern Food Truck
Rally held on Friday November 3. The officials have confirmed the sources of the outbreak and
have identified the food trucks responsible. Atlanta Burger Truck, Triple Jay’s Pizza, and Boss
Lady’s Grillers & More, all served food that had been contaminated with salmonella.
As of November 6, 2017, 74 cases of gastroinstenal illness have been reported. Samples
of the food were taken to a laboratory for testing and have come back positive for salmonella.
The Kennesaw State University Sports + Entertainment Park urges anyone who may still have
food from the event to throw it away and not consume it. “We are working hard with the Georgia
Department of Public Health to make sure everyone affected by the outbreak is getting the
treatment they need.” said Zach Kerns, Executive Director and General Manager of KSU Sports
+ Entertainment Park.
Kennesaw State University Student Health Services will be accepting all walk-ins with
symptoms associated to salmonella. For information about filing a claim please visit:
salmonellaoutbreak.wordpress.com
Anyone who has consumed possible contaminated food, please be on the lookout for
symptoms of salmonella and contact your doctor or healthcare provider. For more information
regarding symptoms of salmonella or healthcare advice please visit the CDC website at:
www.cdc.gov
More details will be released by Necie Brown at a news conference scheduled for
November 7th, 2017 at 1:00 P.M. EST, at the Carmichael KSU Student Center University Room
A at 3391 Town Point Dr. Ste. 4320 Kennesaw, GA 30144
Since completion in 2012 the 88-acre Sports and Entertainment Park, which includes
Fifth Third Bank Stadium, a world-class facility that has garnered national recognition, NCAA-
regulation track, seven competition fields, sand volleyball courts, an indoor training facility and a
walking/jogging trail, hosts more than 300,000 visitors annually to its sporting events, programs,
concerts and festival. For more information please visit: http://sportspark.kennesaw.edu/
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Contact
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Necie Brown Kennesaw, GA (470) 578-7989 jbrow730@kennesaw.edu

Anticipated Questions:
What the Media Will Ask
Questions regarding causes:

1. What causes salmonellosis?

Salmonellosis is caused by the bacteria salmonella. Salmonella is commonly found in
contaminated food and water; specifically, chicken, turkey, duck, beef, veal, pork and products
containing eggs should be extremely cautious.

2. How long does salmonellosis last?

It takes from 12 to 72 hours for the symptoms to develop after swallowing an infectious dose of
salmonella. Symptoms usually last for four to seven days and most people recover without
treatment, (NHSUK).

Questions regarding self-efficacy:

3. How do I know if I have salmonellosis?

“Salmonella infection can be detected by testing a sample of your stool. However, most people
have recovered from their symptoms by the time the test results return. If your doctor suspects
that you have a salmonella infection in your bloodstream, he or she may suggest testing a sample
of your blood for the bacteria,” (MayoClinic).

4. Is salmonella contagious?
“People who are infected with Salmonella can still be contagious from several days to several
weeks after they've been infected — even if their symptoms have disappeared or they've been
treated with antibiotics. So while you recover, be sure to wash your hands often and don't share
your food or drinks with anyone,” (KidsHealth).

5. How is salmonella treated?

Salmonella is treated with antibiotics. Severe cases may require hospitalization where antibiotics
will be administered intravenously.

Questions regarding casualties:

6. What care is given to affected families?

Anyone who is or thinks they have been infected with salmonellosis should go to a doctor
immediately. Kennesaw State University Student and Health Services will be accepting all walk-
ins with symptoms associated to salmonellosis.

7. Will families be reimbursed for their medical costs?

Affected families are encourage to visit our website salmonellaoutbreak.wordpress.com for more
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information regarding claims.

8. How many people were affected by the salmonella outbreak?

74 people were affected by the salmonella outbreak.

Questions regarding legal actions:

9. What will you do if a family sues Kennesaw State University?

Kennesaw State University and the Sports and Entertainment Park has commercial general
liability coverage to protect the park from illness spread by third-party vendors and also to
protect those affected persons.

10. How are food contamination claims filed?

The KSU Sports + Entertainment Park is working diligently to help all affected persons return to
health. Please visit salmonellaoutbreak.wordpress.com for more information on filing claims.

Questions regarding the event:

11. Will KSU continue to hold the Great Southern Food Rally?
No. KSU Sports + Entertainment will no longer continue to hold the Great Southern Food Rally.
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Social Media Message:

74 Great Southern Food Truck Rally goers contracted Gastro-Intestinal Illness from a
Salmonella outbreak Nov 3. Atlanta Burger Truck, Triple Jay's Pizza, and Boss Lady's Grillers &
More were tested positive for Salmonella. Please see https://salmonellaoutbreak.wordpress.com
for more information.
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IX: Social Media Management

Monitoring
Includes: Reviewing the three primary social media platforms, which include Twitter,
Facebook and our website (see end of section IX. for link to all social media pages). This
includes looking at tweets on Twitter containing related hashtags and profile tags related to The
Park or the food truck event. Secondly, constant monitoring of our Facebook page is vital to
keeping up with our stakeholders. The website has a ‘contact’ section which should be actively
reviewed. Please see Brandon Harris for the login information for all accounts.
Team member in charge of monitoring: Derrick Palms
Not all social media posting require a response. See below for a standard idea of when to
respond or not.
Respond when the post contains:
· Factual information pertaining to the crisis that requires attention.
· Negative but professional wording against The Park or the event
· False facts that require immediate attention
Do NOT respond when the post contains:
· Comments related to bashing
· Comments that are clearly satirized
· Wording that is considered to be a rant
Communicating
Includes: Responding to stakeholders and media that either have questions or require a
response. Facebook, Twitter, and the website are the three most important social media platforms
because those affected by the illness, our stakeholders, and the media will be primarily on them
(see end of section IX. for link to all social media pages). Twitter will primarily be used for both
communicating key information to the media and responding to the public. Facebook will be
used primarily for communicating with the public. The website is dedicated to flash updates on
the illness and for people affected by the illness to report their case. Please see Brandon Harris
for the login information for all accounts.
Team member in charge of Communicating: Stephanie Hamilton
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Website link: https://salmonellaoutbreak.wordpress.com/

Twitter link: https://twitter.com/TheParkKSU
Facebook Link: https://www.facebook.com/ksusportsrec/

X. References
http://www.dhh.louisiana.gov/index.cfm/newsroom/detail/4403
http://www.kennesaw.com/great-southern-food-truck-rally/
https://www.foodsafetymagazine.com/magazine-archive1/aprilmay-2013/maximizing-insurance-
coverage-for-food-contamination-claims/
http://sportspark.kennesaw.edu/contact/staff.php
https://www.facebook.com/events/140987256328552/?active_tab=discussion
https://www.mayoclinic.org/diseases-conditions/salmonella/symptoms-causes/syc-20355329
https://www.nhs.uk/conditions/salmonella/
www.cdc.gov