Amanda Osborne

Kryptonite Locks

Situational Analysisϟ1st blogger commented about

Kryptonite on bikeforums.netϟ2nd Video was postedϟ3rd 10 days later, the New York

Times ran a story about Kryptonite

Key PublicsCollege students, and snow sport

enthusiastsHikers, campers, climbersThievesGrade school kids and parentsOpinion leaders, and power sport

enthusiastsCyclist, motorcyclist, and sporting good

store owner

Research Activities taken by the organization

After the 2004 Kryptonite case, Kryptonite Locks used several research activities:

Ϟ Focus Groups (product, brand)

Ϟ Surveys (product, brand)

Planning ActivitiesBefore 2004 case, Kryptonite Locks

did not place a heavy emphasis on planning activities

However after the lock break-in it now participates in several planning activities for its organization:Employee media trainingCrisis management plan

Public Relations Activities

Prior to 2004, Kryptonite locks did not interact with traditional or non traditional media.

However, after this, the company tries to continue personal relationships with traditional and non traditional media through blogs, podcasts and trade shows.

Areas of PR that were addressed:

Consumer RelationsInvestor Relations Community RelationsMedia RelationsEmployee Relations

What Kryptonite should have done:Use influential opinion leaders

(celebrities, subculture leaders).Responded to the blogs immediatelySeriously considered the influence of

untraditional media and the impact that it could have on their company

Employees $981,000Advertisement $995,000Celebrity Spokesperson

$900,000Supplies $754,000Total $3,630,000

ReferencesAdams, S. (2005, March 19). Regaining Security: Canton lock maker tries to rebound from

PR disaster. Retrieved November 7, 2008, from southofboston.com Web site: http://ledger. southofboston.com/articles/2005/03/19/news

Center, A. H. (2003). Public Relations Practices: Managerial Case Studies and Problems. Upper Saddle River, NJ: Prentice Hall.

 Holtz, S. (2005, April 11). Your Crisis Communication Plan Is Due For Maintenance. Retrieved November 6, 2008, from Webpronews.com Web site:http://www.webpronews.com /no de/16865/print

 Israel, Shel (2005, July 14). Corporate Blog Tip #11. Retrieved October 28, 2008, from Global Neighborhoods Web site: http://redcouch.typepad.com/weblog/2005/07/ chapter 10doing.html 

Israel, Shel (2006, July 26). Red Couch Supports Judge Roberts|main|pro journalists don’t always get it right either.... Retrieved Nov. 15, 2008, from Global Neighborhoods: Kryptonite argues its case Web site: http://redcouch.typepad.com/weblog/2005/07/kryptonite_argu.html

 Kryptonite Locks Company History. Retrieved October 27, 2008, from Kryptonite Locks -Our Story Web site: http://www.kryptonitelock.com/OurStory /History.

Lai, G. Security With Integrity. Ingersoll Rand World, 7, Retrieved November 7, 2008, from http://ingersollrand.com/pressroom/irworld/irw3q06/88383.html

 Rubel, S. (2004, November 9). Micro Persuasion. Retrieved Nov. 12, 2008 from The Art of Listening Web site: http://www.micropersuasion.com/2004/11/the_art_of_list.html