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Crisis Management Plan
Response to: Contaminated Flu Shot Strain
Heather Hudson Steed Johnson Katie Mchugh
COMM481
Table of Contents
Purpose and Objectives………………………………………………………..Page 1 Publics……………………………………………………………………………..Page 2 Procedure for Notifying Publics……………………………………………….Page 2 Crisis Communication Team…………………………………………………...Page 3 Media Spokesperson……………………………………………………………Page 4 Emergency Personnel and Local Officials………………………………….Page 5
Key Messages.…….…………………………………………………………….. Page 6 Problem Questions……………………………………………………………….Pages 78
Sample Press Briefing…………………………………………………………..Page 9 Key Media………………………………………………………………………… Page 10 Equipment and Supplies………………………………………….……………. Page 11 Preventative Actions……...……………………………………………………. Page 12
Purpose and Objectives
Purpose:
To be prepared to efficiently handle any situation that may come about within Centra
Southside Community Hospital.
To have our patient’s best interests in mind when it comes to their health and safety in
mind at all times.
To eliminate any and all doubts that our future patients may have in regards to
treatment at our facility.
Objectives:
To effectively communicate with patients and their family members that will be directly
affected by this event.
To notify the public of the situation immediately after those who were directly affected
are made aware.
To always maintain Centra Southside Community Hospital’s standards while handing
the situation professionally and to the best of our ability.
Key Publics
Center for Disease Control and Prevention
Board Members at the Hospital
Investors of Centra Southside Community Hospital
Donors of Centra Southside Community Hospital
Town of Farmvillle, VA
People who received the standard flu shot
People who received the contaminated flu Shot
Family Members of those who received the contaminated flu shot
People who haven't received the shot yet
Legal Representative
Employees of Centra Southside Community Hospital
Media
Family Members of Employees
Centra Lynchburg General Hospital
Suppliers to Centra Southside Community Hospital
Flu shot distributors
Procedure for Notifying Publics
When a crisis occurs it is necessary to notify all parties involved. Two important
parties are the Internal and External Publics. For this, a spokesperson should be
appointed to inform them of the exact situation and how it will affect them personally. At
Centra Southside Community Hospital, we truly value honest and immediate
communication with all those we value.
Internal Publics
Centra Southside Community Hospital Board Members
Centra Southside Community Hospital Employees
Doctors
Nurses
Administrative Staff
Centra Southside Community Hospital Stakeholders
Family Members of Employees at Centra Southside Community Hospital
Patrons who received the standard flu shot
Family members of those who received the contaminated flu shot
Patrons who received the contaminated flu shot
Center for Disease Control and Prevention
Legal Representative
At Centra Southside Community Hospital, we believe that internal publics should always
be notified first. In this particular case and in many other cases the highest members of
the internal publics should be notified about the crisis first. They are the ones who have
the most influence and make big decisions for the organization. Following the highest
members of the internal publics, one is able to go down the list. After notifying all
internal publics, they then must stay up to date on the crisis by use of personal contact.
External Publics
Family Members of Centra Southside Community Hospital Employees
Media
Town of Farmville, VA
People who have not received the flu shot yet
Investors of Centra Southside Community Hospital
Donors of Centra Southside Community Hospital
Centra Lynchburg General Hospital
Suppliers to Centra Southside Community Hospital
Flu shot distributors
Our external publics will be notified immediately after our internal publics are. Please
know that our external publics are just as important to us at Centra Southside
Community Hospital as the internal publics are. Due to the complexity of the situation
those internally affected must be informed first. With a crisis of a contaminated flu shot
our hospital will keep everyone up to date with the details of this crisis through our
website at: http://sch.centrahealth.com/. In addition to updates on our website, a press
release will be held by the proper spokespersons based on the crisis. This press
release will be aired live on Channel 12. The Farmville Herald will have information
released about the crisis as well.
Crisis Communication Team
Legal personnel from Centra Southside Community Hospital’s legal team
CEOWilliam Bass
Representative from the Center for Disease Control and Prevention
Representative from the Department of Health and Human Services
Media Spokesperson
Emergency Personnel and Local Officials
Key Messages
On October 12, 2014, a flu clinic was hosted here, at Centra Southside
Community Hospital. We regret to inform you all, the public, that a full contaminated
shot was given to those who were seen during the hours of 12PM and 2PM. Many of
those who received these contaminated shots returned to the hospital within 24 hours
and showed signs of severe flu symptoms. On their arrival, the patients were checked
into the hospital with all fees being waved and their family members were immediately
contacted. In respect for those who were affected by these contaminated shots, we will
not be releasing any names to the press at this time. We now ask that all those who
received a flu shot during the hours of 12PM and 2PM on October 12, 2014 (whether
symptoms showing or not) please return to the hospital for an examination by our staff.
With this all being said, for those of you that received a flu shot at any other time, other
than during the hours of 12PM and 2PM on October 12, received the correct flu shot
and will be unaffected by this situation. We as the staff and board of directors here at
Centre Southside Community Hospital are very sorry and frankly embarrassed by this
mistake, but we are still continuing to do what we do best and that is treating those in
need of help.
On October 12th, 2014 Centra Southside Community Hospital hosted a flu shot clinic
that was free and open to all Farmville citizens. Those who received this
fullcontaminated shot came back with severe symptoms of the flu such as high fevers,
vomiting, etc.
Everyone that received contaminated shot during the timeframe needs to return to
Centra (if they are not there already) to be treated properly.
Employees of Centra will also immediately call all patients that received correct flu
shots that day and let them know what happened, that their flu shot was not
contaminated, but wanted to make sure they knew the situation was under control.
Problem Questions
1.) How serious were the reactions to this incorrect strain of the flu shot that was
given to people?
The reactions to the strain of the flu shot that was the incorrect one were high fevers
and vomiting. Each patient that had this type of a reaction was given immediate proper
care by our physicians here at Centra. The patients were kept under close watch until
their fevers returned to normal and their stomach issues subsided while being kept
hydrated with multiple IV fluids.
2.) Are flu shots not being tested by the Center for Disease Control and Prevention
before being distributed to hospitals?
Influenza vaccine production and distribution are primarily private sector endeavors.
The Department of Health and Human Services and Center for Disease Control and
Prevention do not have the authority or legal capabilities to control influenza vaccine
distribution nor the resources to manage such an effort. It is up to that private sector
prior to distributions to ensure that each shipment of the flu shot vaccine is correct.
3.) Why should people continue to be patients of Centra Southside Community
Hospital?
One of our main values offered to our patients is to provide quality service. The patients
that were given an incorrect strain of the flu shot vaccination were taken care of
immediately after our facility became aware of what happened. The patients that were
not directly affected by this incorrect strain of the flu shot were contacted as soon as
possible to be informed and made aware of what had happened, but more importantly
to reassure them that they were not going to experience any negative sideeffects. Our
value of giving quality service is one that we at Centra see as vital for our patients. A
situation like this has never happened before at our hospital and we will do everything
that we possibly can to ensure that it is never repeated again.
4.) Have other hospitals had this type of a flu shot incident happen this flu season or
was it just Centra Southside Community Hospital?
According to our representatives from the Department of Health and Human Services
as well as the Center for Disease Control and Prevention, there have been no other
reports of hospitals being distributed flu shot vaccines containing the erroneous strain.
5.) What precautions will the hospital take for future flu shot clinics held for patrons
in order to not let something like this happen again?
Sample Press Briefing
Good evening. My name is William Bass and I am the CEO of Centra Southside
Community Hospital. First and foremost, I would like to thank all of you for being here
tonight to discuss this matter, which is now being taken care of and under control. On
October 12, 2014, Centra Southside Community Hospital offered free flu shots to the
community of Farmville, Virginia. During the hours of 12PM and 2PM that day, the
inaccurate strain of the flu shot was given to patients. Unfortunately, this was not
realized by my staff nor myself until the next day. Those who received the shot, during
this twohour span, returned to our hospital with severe signs of the flu virus. It was then
that our welltrained staff realized the mistake that we as a company had made. My staff
and myself immediately took action.
Those who received the inaccurate strain of the flu shot during that twohour
period, were admitted into urgent care. All patients immediately began treatment for the
flu virus. Admittance fees were waived along with all treatment and boarding. Out of the
12 people that
Key Media
Equipment and Supplies
The following are all the equipment and supplies that will be needed for the Centra
Southside Community Hospital Press Conference:
Laptops
Fax Machines
Printers
Pens
Paper
Cameras
Phones
Podium
Microphones
Extension Cords
Batteries
Food and Beverages (Optional)
Preventative Actions
