amanda osborne kryptonite locks situational analysis
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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
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