Kryptonite Bikes Case Study Presentation

1. KRYPTONITE: RADIOACTIVE
PUBLICITY
CASE NO. 22 CONSUMER RELATIONS
Presented by: Emily Edwards Van Muijen

2. KEY PLAYERS: KRYPTONITE BIKE
LOCKS

3. KEY PLAYERS: THE CYCLIST
COMMUNITY

4. OVERVIEW

5. THE VIDEOS THAT SPARKED OUTRAGE

6. THE RESPONSE
Donna Tocci, Kryptonite PR
manager
No crisis plan in place
Messy response timeline

7. KRYPTONITE RESPONSE TIMELINE
Sept. 12, 2004
Original forum post
published
Sept. 13-14, 2004
Tocci asked news
outlets to give her time
to put together a
response/plan
Sept. 15, 2004
Kryptonite published
official response
Sept. 16, 2004
Kryptonite published
second, edited response
Sept. 17, 2004
Kryptonite published an
exchange program plan
Sept. 22, 2004
Kryptonite published new
exchange plan after
outrage over first

8. S
STRENGTHS
Caring public relations
specialist
Responded to news outlets
personally

9. W
WEAKNESSES
No crisis management
plan in place
Only one public relations
specialist to help manage
the issue

10. O
OPPORTUNITIES
Showing that they had a
quality response immediately
Recommitting to their
customers

11. T
THREATS
Angry cyclists unwilling to forgive for
the issue
Kryptonite not recognizing the
importance of bloggers

12. WHERE ARE THEY NOW?

13. REMARKS/CASE
OVERVIEW

14. THANK YOU!