This is an excerpt from Reuters Bill Berkrot's November 2008 Health.NewsBio. His NewsBios dossier is one of more than 50 profiles of influential health journalist updated each month and available from NewsBios for only $69.95. Hundreds of other NewsBios on health journalists are also available. Phone: 866-NEWS-070, ext. 2 to order or email tjfr@newsbios.com.
Bill Berkrot - Reuters
November 2008
Mr. Berkrot was part of the Reuters journalism contingent that traveled to New Orleans for the American Heart Association’s annual meeting, November 8th to 12th. Among the stories he wrote emanating from the conference were:
• Drug-coated stents top bare metal in diabetics – November 10, 2008 (715 words) [Mr. Berkrot filed the original 336-word story alone; when it was updated to include company and analysts comments, it carried the byline of Mr. Berkrot and Ransdell Pierson.]
• Bayer to advance clot drug despite mixed results – November 10, 2008 (649 words) by Bill Berkrot and Ransdell Pierson
• New test to identify heart failure in ER superior – November 11, 2008 (594 words)
• Sanofi’s Multaq reduces hospitalization: study – November 11, 2008 (444 words)
In addition, Mr. Berkrot actively covered the Reuters Health Summit held in New York just before Thanksgiving. His blog posts at the Reuters Summit on Health:
• Obama victory sparks pride – now what?
Aetna CEO Ron Williams is one of the highest profile African American executives in the United States. On Wednesday he reflected on the election of Barack Obama, who is about to become the nation’s first black president.
• High risk in high places
AstraZeneca Chief Executive David Brennan has identified a few more risk factors and may be ready to start taking his own cholesterol medicine.
“I don’t know about you guys but I’m having my CRP tested. Why not know? I’m 55 years old, Type A personality, an executive, that’s a risk factor right there. Working in the pharmaceutical industry is a risk factor,” Brennan said, only half joking.
On November 9th, Mr. Berkrot also wrote a short article, 344 words, titled “Headphones can interfere with heart devices”
History Repeats As Crisis Communicators Mismanage the 2009 Peanut Butter Recall
Rotbart, an award-wining investigative reporter and executive editor of NewsBios.com, will conduct a 90-minute webinar on February 27th titled, Media Relations Lessons from the 2009 Peanut Butter Recall. For complete details send an email to: info@editor-in-chief.com.
By Dean Rotbart
The most recent salmonella outbreak, spread through tainted peanut butter products, has spawned the largest food product recall in American history.
It has also demonstrated convincingly that for all Corporate America should have learned from dozens of earlier product recalls dating back decades, food and consumer products companies remain glaringly ignorant of what communications steps count most in the early hours and days of a health and safety recall.
Never have so many smart companies with so much at stake entrusted so much, so mistakenly, to the power of the news release and on-the-job reporters.
Of course your products are affected! Perhaps not legally, but in the minds of consumers and the marketplace, you are front and center in this national catastrophe. Don’t believe me? Just ask your sales force what it is hearing back from the field?
It seems so obvious that I’m almost ashamed to write this, but when it comes to product recalls, the media’s interests and your company’s or brand’s needs are not aligned.
For nearly three decades, I’ve witnessed up close the ways in which journalists perceive a product recall and the ways in which companies respond to these unfortunate events. I first reported on the topic in 1980 as the lead reporter for The Wall Street Journal covering Procter & Gamble’s recall of its Rely tampons, which were implicated in a disproportionate number of cases of toxic shock syndrome.
In the ensuing years I’ve covered other recalls and covered the journalists and news organizations covering the recalls, from Tylenol to jalepeños, baby formula to peanut butter.
Each incident has its own peculiarities and generalizations about recalls are just that. But there are patterns that reoccur each and every time the public’s safety is endangered by a faulty device or tainted food. And these patterns can be crucial to anticipate when a fresh outbreak arises.
Editors or reporters sitting in a newsroom who get a news release from the Food and Drug Administration (FDA) or Centers for Disease Control and Prevention (CDC) alerting them to illness and/or death related to a consumer product, have many questions they want answered.
How many people are affected? How many products are impacted? How large a geographical region is involved? Which manufacturers are implicated? How quickly can the products be removed from shelves? What actions are the FDA and CDC taking? What medical symptoms arise? How are those symptoms treated? Is there negligence involved? And so on.
Preserving the reputations of those good companies that have recalled products or protecting the reputations of those good companies who have similar products that are not being recalled, is not high on the agenda of journalists – if it is on their agenda at all.
That is your job. And, to be frank, it is hard to find even one major national company that makes or sells peanut-butter containing products that clearly acted on this necessity from the get-go in early January 2009.
The marketplace, the ultimate arbiter of whether crisis communications works, is overwhelmingly reminding food and snack companies that when recalls arise, the tidal wave of bad publicity is indiscriminate. In this instance, it has engulfed tainted peanut butter brands, non-tainted brands, even non-peanut butter products.
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