Celebrity Baby Severely Injured

MEMO

DATE: March 17, 2011

TO Executive staff

FROM: Walter Albers, Public Relations

SUBJECT: Celebrity's baby severely injured when our stroller tips over

Advice to the executive staff is a quick and clear reaction to the media to prevent further damage. We have to be clear and honest; if we do not it can backfire in a later stage.

First of all is to contact the Nelkin family via a personal telephone call through our CEO Greg James, and asked after the baby's condition.

Also inform the Nelkin family that you are investigating the matter concerning the accident with the stroller. Tell the family also that you inform the media concerning your investigating about the stroller accident.

After this the main issue of course will remain, who is to blame Best Baby or Arzep? Arzep delivered the brakes of the stroller and has change there brake fittings. Important is not to mention Arzep in the press conference. There is no need to mention Arzep as manufacture of the brakes of the stroller at this stage. In a later stage, if proved that Arzep new brakes are indeed the cause of the accident, but at this stage more investigation is needed.

You also tell the media that you have contacted the family and that you are also concerned about the baby's condition, but that there is no further news concerning the health of the baby at this moment.

Important for us is also to start an internal investigation. Asking the manufacturing managers to do an internal investigation concerning the new Arzep brakes and report your findings concerning the brakes to the Executive staff before 16.00 hours.

After talking with the Nelkin family and the outcome of our internal investigation we have to arrange as soon as possible a second meeting with the media in which we give a clear statement.

At this moment we give a press conference by telling that we need more time to investigate internal and that we have aslo contacted the local police. The local police are investigating the accident with the stroller, but there is still no outcome of this police investigation. We hope that the police investigation will be completed this evening 18.00 hours local Los Angles time.

If the police has finished there investigation before 18.00 , we will arrange a press conference at 19.00 hours. (Second press conference)

If the police investigation is not finished before 18.00 hours, we hope to give a press release tomorrow morning. We hope that the investigation of the local police clarify the accident with our Best Baby stroller.

Important