The following is the last in a three-part guest post series by Scott
J. Becker, MS, Executive Director, APHL. This post can also be found
on the APHL blog
here.
Thank you again to everyone at APHL and especially Mr. Scott Becker.
During this period, APHL experienced a surge in media interest, as it
quickly became apparent which labs were doing the anthrax testing. We
went from maybe three media calls per year to up to 60 per day. I
made the decision that APHL should not shy away from media attention,
instead we should let the media tell our story. But I knew that we
couldn’t keep up this pace so I asked the board to approve a one time
deficit spending of up to $30,000 for crisis communications support.
How did I arrive at that figure? It seemed like a number that would
fly – and it least it was a place to start. Following board approval,
I contacted the only director of communications I knew, Jody DeVoll
(then with AMCHP) for advice. She stayed on the phone with me for
over an hour, coaching me on the nuances of media and ended by saying
“you need Jill Merrick, and you need an intern just to handle the
incoming calls.” Jody is Angel #1. Jill Merrick is a communicator
extraordinaire. She was my godsend back then, and now I consider her
a good friend. Jill called me to say, “Jody called me and told me
your situation, how can I help?” Jill was in our office the next day,
and our own media induced chaos became more manageable, and most
importantly it became more strategic. Jill is Angel #2. I gave one
interview on WCBS News radio in New York City about the use of anthrax
home test kids that were being sold on the internet (I said that it
was a bad idea). Nancy Kaufman, an executive at the Robert Wood
Johnson Foundation heard the interview and called to ask if there was
something they could do. “For sure, “I replied, “we need funds to
help pay for crisis communications support.” Nancy is my third angel.
Within days, I had a grant to cover our communications needs, but
with one caveat. We were told that we must produce a communications
plan for the association but the added commentary was “we don’t think
that you can really do much with it, after all it’s only labs you deal
with.” To me, those were fighting words. Not only did we create
that plan, but we proved them wrong, very wrong. About a year after
the anthrax attacks and subsequent media maelstrom, APHL hired its
first director of strategic communications – Jody DeVoll, also known
as Angel #1. Jody now heads up a four person strategic communications
team. The public health lab system rose to the occasion that fall,
testing over 125,000 samples for anthrax contamination.
The fall and winter of 2001 ended for me with a much needed two week
vacation. On December 26, 2001 USA Today ran a multi-page story about
labs and anthrax, complete with a quarter page photo of Kati Kelley,
the Connecticut state laboratory director (and one of my public health
heroes).
Shortly after the new year, my daughter Sophie began to utter her
first few words. They were “dada,” “mama,” and “antrax.” It was at
that moment that I realized what toll these events took on me, having
been absent so much of Sophie’s first year. Someday Sophie and her
younger sister Ali may read these words and realize how important it
is for me to serve the public’s health through APHL, and how my small
role and bearing witness helped shape me as a parent and as a
professional.
Through planning, long days and nights, excellent science (some
admittedly “on the fly”), and the dedication of some of the most
committed public servants in America, we made it through that dark
fall and winter stronger because of the experience. The experiences
of 2001 helped us better serve the public through other health threats
in the past ten years – West Nile Virus, SARS, monkeypox, Hurricane
Katrina, 2009 H1N1 Influenza pandemic, and the Deepwater Horizon (Gulf
Coast Oil Spill) accident.
The unsung heroes of public health, laboratorians, hold my greatest respect.