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Successful PR Campaign

1. Who is involved?

   • Website Communications
   • VP of Quality Assurance
   • Chief PR Officer
   • CEO- Paul Henderson
   • FDA Regulator
   • PR Agency
   • Customers- Iams, Compliments, President's Choice, Sam's Choice
   • Investigator- Cornell University
   • Chief Financial Officer
   • Pet Food Industry

2. Timeline?

   • March 15: Preparing press release materials to be released the next day
   • March 16- March 30: Call centers, media conferences
   • April 1st- PR agency hired
   • April 2nd- Press Release/Update homepage of website with the recall information
   • April 3- Media Conference
   • April 5- CEO issues formal apology
   • April 6- Continue to update all media on status of recall

3. How will we communicate?

   • TV interviews
   • Emails
   • Announcements on website
   • Press Releases