Amanda Osborne Kryptonite Locks
Situational Analysis <ul><li>ϟ 1 st  blogger commented about Kryptonite on bikeforums.net </li></ul><ul><li>ϟ 2 nd  Video ...
Key Publics <ul><li>College students, and snow sport enthusiasts </li></ul><ul><li>Hikers, campers, climbers </li></ul><ul...
 
Research Activities taken by the organization <ul><li>After the 2004 Kryptonite case, Kryptonite Locks used several resear...
Planning Activities <ul><li>Before 2004 case, Kryptonite Locks did not place a heavy emphasis on planning activities </li>...
Public Relations Activities <ul><li>Prior to 2004, Kryptonite locks did not interact with traditional or non traditional m...
Areas of PR that were addressed: <ul><li>Consumer Relations </li></ul><ul><li>Investor Relations  </li></ul><ul><li>Commun...
What Kryptonite should have done: <ul><li>Use influential opinion leaders (celebrities, subculture leaders). </li></ul><ul...
<ul><li>Employees  $ 981,000 </li></ul><ul><li>Advertisement  $ 995,000 </li></ul><ul><li>Celebrity Spokesperson  $ 900,00...
References <ul><li>Adams, S. (2005, March 19). Regaining Security: Canton lock maker tries to rebound from PR disaster. Re...
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Amanda Osborne Kryptonite Locks Situational Analysis

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Amanda Osborne Kryptonite Locks Situational Analysis

  1. 1. Amanda Osborne Kryptonite Locks
  2. 2. Situational Analysis <ul><li>ϟ 1 st blogger commented about Kryptonite on bikeforums.net </li></ul><ul><li>ϟ 2 nd Video was posted </li></ul><ul><li>ϟ 3 rd 10 days later, the New York Times ran a story about Kryptonite </li></ul>
  3. 3. Key Publics <ul><li>College students, and snow sport enthusiasts </li></ul><ul><li>Hikers, campers, climbers </li></ul><ul><li>Thieves </li></ul><ul><li>Grade school kids and parents </li></ul><ul><li>Opinion leaders, and power sport enthusiasts </li></ul><ul><li>Cyclist, motorcyclist, and sporting good store owner </li></ul>
  4. 5. Research Activities taken by the organization <ul><li>After the 2004 Kryptonite case, Kryptonite Locks used several research activities: </li></ul><ul><li>Ϟ Focus Groups (product, brand) </li></ul><ul><li>Ϟ Surveys (product, brand) </li></ul>
  5. 6. Planning Activities <ul><li>Before 2004 case, Kryptonite Locks did not place a heavy emphasis on planning activities </li></ul><ul><li>However after the lock break-in it now participates in several planning activities for its organization: </li></ul><ul><ul><li>Employee media training </li></ul></ul><ul><ul><li>Crisis management plan </li></ul></ul>
  6. 7. Public Relations Activities <ul><li>Prior to 2004, Kryptonite locks did not interact with traditional or non traditional media. </li></ul><ul><li>However, after this, the company tries to continue personal relationships with traditional and non traditional media through blogs, podcasts and trade shows. </li></ul>
  7. 8. Areas of PR that were addressed: <ul><li>Consumer Relations </li></ul><ul><li>Investor Relations </li></ul><ul><li>Community Relations </li></ul><ul><li>Media Relations </li></ul><ul><li>Employee Relations </li></ul>
  8. 9. What Kryptonite should have done: <ul><li>Use influential opinion leaders (celebrities, subculture leaders). </li></ul><ul><li>Responded to the blogs immediately </li></ul><ul><li>Seriously considered the influence of untraditional media and the impact that it could have on their company </li></ul>
  9. 10. <ul><li>Employees $ 981,000 </li></ul><ul><li>Advertisement $ 995,000 </li></ul><ul><li>Celebrity Spokesperson $ 900,000 </li></ul><ul><li>Supplies $ 754,000 </li></ul><ul><li>Total $ 3,630,000 </li></ul>
  10. 11. References <ul><li>Adams, 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 </li></ul><ul><li>Center, A. H. (2003). Public Relations Practices: Managerial Case Studies and Problems. Upper Saddle River, NJ: Prentice Hall. </li></ul><ul><li>  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 </li></ul><ul><li>  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  </li></ul><ul><li>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/ </li></ul><ul><li>kryptonite_argu.html </li></ul><ul><li>  Kryptonite Locks Company History. Retrieved October 27, 2008, from Kryptonite Locks -Our Story Web site: http://www.kryptonitelock.com/OurStory /History. </li></ul><ul><li>Lai, G. Security With Integrity. Ingersoll Rand World, 7, Retrieved November 7, 2008, from http://ingersollrand.com/pressroom/irworld/irw3q06/88383.html </li></ul><ul><li>  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 </li></ul><ul><li>  </li></ul>
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