PR Plan For National Zoo

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"While officials at Washington D.C.'s National Zoo are trying to keep the public's focus on the positive, behind the scenes they've begun a massive public relations campaign to manage the fallout from the rash of unusual, and unnatural animal deaths," CBS News' Sharyl Attkisson reports. The zoo has hired PR giant Hill & Knowlton to help shape its response to Washington Post stories scrutinizing it. CBS reports, the PR plan sseks to protect zoo director Lucy Spelman and prevent "worst-case scenarios," including more media stories and animal rights groups getting involved. It also suggests recruiting third parties to "independently call the media" and pen letters to the editor. According to an internal memo obtained by CBS News, Spelman instructed employees to gather personal background information on reporters covering the zoo. Hill & Knowlton's bill of $50,000 was paid for by Friends of the National Zoo.