CASE OF THE PLACATED PLAGUE

Background

Utah has a population of 2.77 million people according to the latest census data. It is also 86.1
percent white with 13 percent of its residents describing themselves as latino/hispanic. It is estimated
that there are 877,692 with 39.5 percent of those having one or more children under the age of 18.
(American FactFinder, n.d.)
It is also home to the headquarters of the LDS Church to which it shares a common heritage given
that it was founded and settled by Mormon Pioneers. The church encourages its members to
participate in the political process and be civically engaged but does not tell members how to vote or
which political party to commit to. (Mormon Newsroom, 2014). The church is a good resource for
encouraging civic duty and adherence to public information campaigns as evidenced by its push for
religious freedom and support of the Utah compact, which encourages a more humane approach to
the countries immigration problem.(Utah Compact, 2011).
The following are important facts about the plague to stop the misperception and help better inform
the public. The last major plague outbreak in the United States was in 1925. Since then many new
medicines and treatments are available that have nearly absolved any possibility of long-term harm.
90 percent of those that catch the plague survive and on average, only seven cases of the plague
happen every year around the world. Nearly every case of someone catching the plague is from
someone having interaction with a dead animal. Staying away from dead animals alone will help
decrease the problem with plague. The Yersinia pestis bacteria is regularly found in the West and is
treatable with common antibiotics (Levenson, 2013).
Onset of plague usually occurs two to six days after exposure. Symptoms include fever and
headache, followed by pain and swelling in the lymph nodes. About 1 in 7 cases is fatal, but the
disease can be treated with antibiotics (Ninh, 2011).
The Utah Department of Health is a governmental service organization that is commissioned by the
Utah state legislature and Governors office. Its mission is to protect the publics health through
preventing avoidable illness, injury, disability and premature death; assuring access to affordable,
quality health care; and promoting healthy lifestyles.(Utah Department of Health, n.d.)
The Utah Department of Health is responsible for and at the frontlines of many new developments
concerning the state of Utah such as the implementation of the Affordable Care Act, Medicaid
expansion in Utah, the new synthetic cannabis plant approved by the legislature to treat seizures. It
works close with the Governor's office to tackle some of Utahs biggest issues and receives lots of
support from the Governor's office. One only needs to do a quick google news filtered search to
see how vital the Utah Department of Health is to public policy in Utah. (Google News, 2014).
If needs be they can have the resources to combat any sort of public health problem such as the rat
plague issue. There are 12 Department of Health buildings spread across the state. These include 6
county health departments and 6 multi-county health departments for more rural areas (UALHD,
n.d.).

CASE OF THE PLACATED PLAGUE

The graph below reports the cases of plague in humans between 1970 and 2012, and helps to
illustrate the decreasing trend in cases of plague. This will help support our messaging to key publics
that the plague isnt as bad as it used to be and is more manageable (Center for Disease Control,
2013).

Transmission of plague occurs primarily through fleabites on rodents from fleas carrying the disease
and then humans being bitten by or touching a rat or other rodent. Humans are poor transmitters of
the disease as are cats and dogs. The primary culprits associated with human cases of plague are
squirrels, ground squirrels, rock squirrels, cottontail rabbits, jack rabbits, prairie dogs, deer mice,
Colorado chipmunks and wood rats. Exposure of persons to infected fleas where local rodents are
transmitting infection is most determinative (Oxford Journals, 2009).
The Centers for Disease Control and Prevention maintains a resource library of information,
including info graphics, factsheets etc., about many different diseases. During the time between 1900
and 1909, San Francisco dealt with an outbreak of the plague. The surgeon general got permission
from President McKinley to pass anti-plague regulations and they set up rat removal stations to help
kill off as many rats as possible to reduce the ability of the plague to spread. Fliers, PSAs and
regulations are just a few of the other tactics employed during the time to deal with plague
(PBS,1998).

CASE OF THE PLACATED PLAGUE

Intervening publics such as doctors, scientists, state and local officials and the media are important to
consider in an information campaign. Doctors and scientists have a good relationship with the
Department of Health and are important influentials to many of the publics we will have to reach.
Because of its importance to everyday life, the Department of Health holds an importance in the
minds of all citizens and they are willing to listen to what the department has to say.

SWOT Analysis
Strengths:
There are few deaths or stories for
paranoia to prop up.
There is a very low chance that this
situation will get worse based on
history.
Information is widely available on
the true nature of the plague
Medicine is advanced and the
plague is curable
We say plague, people will listen

Weaknesses:
Fear spreads fast and quick with access to
echo chamber media sources for many
Utahans.
End-of-world paranoia fuels quickly with
many rural Utahans
The history and attached stigma associated
with the term plague
Plague is a buzzword that people will talk
about often without having a lot of
information

Opportunities:
Department of Health can put this
behind them and work on more
pressing issues.
Department of Health reputation
will improve if risk management
handled well.
Because of the nature of the word
plague, the media will be very
interested in covering.

Threats:
We can make the situation worse by
escalating it.
People can shake up the economy with fear
about the situation (Ie.Y2K, 9/11,etc)
People could fear that it is only a Utah
problem and leave the state
In order to sensationalize, the media may try
to focus on the negative, traumatic history of
plague rather than modern-day situation.

Public Profiles
Families in Utah
Family households represent a huge portion of the population of Utah, with 42.7 percent of the 2.2
million population included in family households with children under 18. Because of the prevalent
Mormon culture, family values in Utah are a huge motivating factor and should be considered when
dealing with this public. The LDS church, civic leaders, the Boy Scouts of America, and healthcare
professionals are all key influentials of families in Utah. Families want to have a safe environment
that fosters learning and growth. They want to have fun and be healthy and active. Many families are
well educated and know about the history of plague and therefore have a learned fear of the disease
as an uncontrollable problem (InfoPlease, n.d.).

CASE OF THE PLACATED PLAGUE

Rural Citizens
Rural citizens in the state represent 10 percent of the population of Utah and of the 46 hospitals in the
state, 1 are located in rural areas. A 2012 study reports a 13.7 percent poverty rate in rural areas and
11 percent of the rural population has not completed high school. Many rural citizens are engaged in
agricultural and livestock production, while others are a part of the energy production industry. Rural
citizens rely heavily on the land they own or operate and are concerned with the impact of health and
weather on their families and crops. Family values are heavily present and there is a generally open
and outdoorsman spirit found in this public. Because most of the cases of plague have occurred in
rural areas, this public is important to reach in isolating and limiting the problem. Their influentials
include others in their industry, bosses, family and friends and the local media--including traditional
forms such as the radio and newspaper (Rural Assistance Center, n.d.).
Local Government Officials:
The local government officials in Utah are largely representative of the general population of Utah.
However they are also very varied in their terms of service and local politics and industries. There is
no official charter of political beliefs or doctrines that comes to them from party leaders though they
are often very representative of the conservative movement. However they are also very pragmatic
when it comes to issues facing their specific communities and no public official would put
themselves at risk in not properly informing their citizens about public health issues. If they did they
would be quickly kicked out of office. In order to understand their self -interests and motivations
more in-depth research would have to be done by regional representatives and government relations
specialists who would be aware of their pressing needs and self interests.
Outdoors Enthusiasts:
Tourism is a large part of Utahs economy. Alone the federal public lands in the state contribute to 32
percent of the states revenue. Utah is famous for its year-round outdoor activities from
snowboarding to hiking to boating to snowmobiling there is always something for the outdoors
enthusiasts to do in Utah. They are very concerned with their health and like Utah because it is clean
and it has a healthy economy with little poverty. They are happy to spend whatever money they need
to in the state but also come to Utah because of the relatively inexpensive admittance to parks and
sites that are normally much more in other states. Nearly half of Americans enjoy some form of
outdoor recreation adventure throughout a year and almost half of those participants engage in some
sort of outdoor activity every week. Half of participants are also married. 70 percent of outdoor
enthusiasts are Caucasian. Also half of outdoor enthusiasts are self-employed.
(Outdoor Foundation, 2014)

CASE OF THE PLACATED PLAGUE

Situation Analysis
There is a current problem of plague found in rodents across counties in Utah, though there is only
one case found of human infection. The strand began in rural Utah, but could spread to other areas
across the Wasatch front. Therefore it is necessary for the Department of Health to address the issue
and be prepared to communicate further instructions if the strand spreads or public concern grows.
The term plague has a connotation that fuels fear in many even when health officials arent worried
at all about the strand spreading they must be prepared to prove that they are in charge of the
situation and assuage public concerns and questions.
Difficulties that could arise include the escalating plague problem endangering public health and
potential for panic to ensue if information is not provided clearly and specifically to key publics. The
Department of Health could lose credibility if the situation is not handled carefully and citizens could
lose confidence in the state government. The Department of Health is dealing with many concerns
across the state and this plague issues is limiting the ability of the Department to deal with other
important public health concerns.

Core Problem
If the Utah Department of Health does not effectively inform its citizens about the plague and how to
minimize associated risks then panic could ensue and the ability of the Department to deal with
future high-risk issues could be depleted.

Goal
Improve the reputation of C.R. England Company and drivers among publics so that they understand
the importance of the trucking industry as well as to avoid regulations that slow down processes and
increase costs.

Objectives

Increase traffic to Utah Department of Health website by 3000 percent over a three month
period.

Increase public understanding about nature/severity of the plague from 30 percent to 80

percent of Utah citizens over a three-month period.

Increase public understanding about how to minimize risks of plague infection from 15
percent to 80 percent of Utah citizens over a three-month period.

Increase Utah citizens confidence in the Utah Department of Health from 80 percent to 90
percent over a three-month period.

Maintain positive media hits between 85-95 percent of stories over a three-month period.

CASE OF THE PLACATED PLAGUE

Publics, Messages, Strategies, and Tactics

Families in the state of Utah

Self Interests
Safety of family and opportunity for growth. Safe environment with opportunities for
fun. To be knowledgeable of current issues. Providing for family.
Primary Message: The Yursinia Strain (plague) is more manageable than in history
Secondary Messages:
The Yursinia Strain is curable with simple antibiotics
Last major plague outbreak in the US was back in 1925
90 percent of those who contract plague now survive since discovery of antibiotics
Primary Message: We are doing what we can, but need your help
Secondary messages:
We are creating an initiative to cut down on the number of rats in at-risk areas
The risk of this disease is largely dependent on citizens proactively limiting it
By avoiding contact with the various types of rodents, families can keep themselves
safe.
Strategy:
Convince families across Utah through interactive media and personal contact to
learn more about the plague.
Tactics:
Twitter feed for answering questions
Facebook page for informational discussions
Quick facts page on updated department webpage
Facebook and Twitter link-backs to the department webpage.
Hold contest to win trip to Lake Powell for people liking our Facebook page.
Informational forums/seminars from travelling scientists/researchers from Utah
universities (BYU, UoU, UVU etc.)
Sending out B-roll tape to National and State media outlets about success of DOH
Send out B-roll tape describing the issue and what people can do to stop/prevent it.
Redesign the Website that looks like its from the early 2000s.

Rural Citizens
Self Interests
Maintaining lifestyle. Keeping children and young people around. Economic security.
Keeping big developers and corporations away. Basic necessities such as clean water,
education and health care available. Attracting tourists who make up a large part of
economy.
Primary Message: Stay away from rodents and carcasses
Secondary Messages:
8/10 cases happen when people are in direct contact with dead rodents
Fleas are the transmitter of the disease and infect through rodents
Primary Message: Youre going to be okay
Secondary messages:
We need your help in order to contain the disease before it gets worse

CASE OF THE PLACATED PLAGUE

The Yursinia Strain is curable with simple antibiotics

The last major plague outbreak in the US was back in 1925
90 percent of those who contract plague now survive since the discovery of
antibiotics.
Strategy:
Educate rural citizens in Utah through traditional media on how to protect against and
limit the spreading of the plague
Tactics:
Fact sheets made available at government offices (i.e. post offices, etc.)
Radio PSAs reminding citizens to avoid interaction with rodents and to wash their
hands.
Recommendations and presentations about how to prevent and reduce rodentespecially rats- presence in homes and on property through regional representatives.
Send information packets out to employers throughout the regions about the dangers
of the plague strain.
Creating b-roll to send out to local media stations about the plague issue.
Alert farming and dairy areas in rural Utah that you will be doing random health
inspections in their region.

Outdoors Enthusiasts
Self Interests
Want to get outside and explore. Like to interact with environment, including
wildlife. Want to keep good care of the environment. Want to keep vacations cheap.
Primary Message: Stay away from rodents and carcasses
Secondary Messages:
8/10 cases happen when people are in direct contact with dead rodents.
Fleas are the transmitter of the disease, infect through rodents
Make smart risks (Be adventurous but not dumb)
Enjoy the majestic beauty of Utah
Strategy:
Convince outdoors enthusiasts to be safe around plague-heavy areas by persuading
them that they are the reason Utah is clean and safe.
Tactics:
Send out memo to Department of Tourism to emphasize in all tourism materials and
literature the new necessary safety precautions.
Make video that highlights outdoors enthusiasts heros in Utah and their stories about
being safe and smart outdoors.
Create billboard campaign across state highways that highlights messaging such as
Dont even touch it and make smart risks.
Create permanent signs in plague-heavy areas that highlights associated risks with
touching carcasses and rodents.
Get legal counsel to write/draw up contracts for people entering sites to promise not
to touch rodents or carcasses.
Send out legal document to all government-sponsored sites that they can have people
sign off on when they are signing away other legal documents upon entrance to
certain sites.

CASE OF THE PLACATED PLAGUE

Local Government
Self Interests
Supporting and representing their constituents. Getting re-elected. Maintaining public
trust. Having a message/strategy prepared for people in jurisdiction.
Primary Message: You have or will have all the resources you need
Secondary Messages:
We are available if you dont know something.
This is an opportunity for you to show leadership and organization to your
constituents.
Primary Message: Be an example of composure and knowledge
Secondary messages:
People frequently associate the plague with historical atrocities that occurred because
of the plague. This is not the medieval plague.
We need your help in order to contain the disease before it gets worse
The Yursinia Strain is curable with simple antibiotics
Last major plague outbreak in the US was back in 1925
90 percent of those who contract plague now survive since discovery of antibiotics
Strategy:
Persuade local government official to be the official spokesperson for the DOH
during this crisis through personal contact and official government correspondence
channels.
Tactics:
Create a packet of information for the local government officials to fully understand
the issue at hand.
Send DOH regional representatives down to local communities to meet with local
governmental officials and explain packet of information.
Have these regional representatives email out twice a month updates about the issue
to their assigned local government leaders.
Have regional representatives set up booths at state-sponsored events to explain
safety issues with citizens.
Create/Put up posters in official governmental buildings highlighting dangers
associated with plague-strain.

CASE OF THE PLACATED PLAGUE

Evaluation Criteria and Tools
Objective #1
Criteria
Increase traffic to Utah Department of Health website by 3000 percent over a three month
period.
Tools
A monitoring system within the websites functions and controls will indicate the number
of hits per day and a record will be kept showing if the objective was reached.
Objective #2
Criteria
Increase public understanding about nature/severity of the plague from 30 percent to 80
percent of Utah citizens over a three-month period.
Tools
Take regional surveys and combine the data at the end of the three-month period to
determine if the objectives are met.
Objective #3
Criteria
Increase public understanding about how to minimize risks of plague infection from 15
percent to 80 percent of Utah citizens over a three-month period.
Tools
Take regional surveys and combine the data at the end of the three-month period to
determine if the objectives are met.
Objective #4
Criteria
Increase Utah citizens confidence in the Utah Department of Health from 80 percent to
90 percent over a three-month period.
Tools
Take regional surveys and combine the data at the end of the three-month period to
determine if the objectives are met.

Objective #5
Criteria
Maintain positive media hits between 85-95 percent of stories over a three-month period.
Tools
DOH Communications interns will monitor and keep track of media hits at the end of
every week checking Google analytics and RSS feeds as well as other relevant
monitoring software and tools.

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CASE OF THE PLACATED PLAGUE

Works Cited
American FactFinder - (n.d.). American FactFinder - Retrieved April 20, 2014, from
http://factfinder2.census.gov/faces/tableservices/jsf/pages/productview.xhtml?pid=DEC_
10_DP_DPDP1
Bubonic plague hits San Francisco 1900 - 1909. (1998). PBS. Retrieved April 22, 2014, from
http://www.pbs.org/wgbh/aso/databank/entries/dm00bu.html
Clinical Infectious Diseases. (2009). Plague into the 21st Century. Retrieved April 22, 2014,
from http://cid.oxfordjournals.org/content/49/5/736.full#ref-10
Google Search Page. (n.d.). Google News. Retrieved April 18, 2014, from
https://www.google.com/search?q=utah+department+of+health&oq=utah+department+o
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LHO MEETINGS. (n.d.). Local Health Departments. Retrieved April 22, 2014, from
http://www.ualhd.org/lhds.html
Levenson, E. (2013, July 26). How Worried Should We Be About Squirrels Carrying the
Bubonic Plague. Yahoo! News. Retrieved April 22, 2014, from
http://news.yahoo.com/worried-squirrels-carrying-bubonic-plague-163619519.html
Mormon Leaders Encourage Participation in Political Process. (2014, February 21).
www.mormonnewsroom.org. Retrieved April 22, 2014, from
http://www.mormonnewsroom.org/article/first-presidency-encourages-participationpolitical-process
Ninh, A. (2011, May 10). First Case of Bubonic Plague in 2011 Appears in New Mexico |
TIME.com. Time. Retrieved April 22, 2014, from
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CASE OF THE PLACATED PLAGUE

Reported Human Plague Cases-United States 1970-2012. (2013, April 23). Centers for Disease
Control and Prevention. Retrieved April 21, 2014, from
http://www.cdc.gov/plague/maps/
Research-Outdoor Participation 2013. (2014.). Outdoor Foundation. Retrieved April 18, 2014,
from http://www.outdoorfoundation.org/pdf/ResearchParticipation2013.pdf
The Utah Compact. (2010, November 11). - Read the Utah Compact. Retrieved April 22, 2014,
from http://www.utahcompact.com
Utah. (n.d.). Rural health and human services for Introduction. Retrieved April 22, 2014, from
http://www.raconline.org/states/utah
Utah Demographics . (n.d.). Infoplease. Retrieved April 22, 2014, from
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Utah Department of Health. (n.d.). Utah Department of Health. Retrieved April 22, 2014, from
http://health.utah.gov/index.html
Weise, E. (2013, July 26). Why you don't need to worry about getting the plague. USA Today.
Retrieved April 22, 2014, from
http://www.usatoday.com/story/news/nation/2013/07/26/why-you-dont-need-to-worryabout-getting-the-plague/2589405/

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