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Blogger Video and Internet PostingsBackgroundInternational lock company Kryptonite found themselves in public relations dilemma when news broke out that several models of bike locks could be broken into with only a pen This situation led to major public backlash by users and tested the companys public relations measures Public Relations and the Blogger WorldThe Internet has had a lasting and transformational impact on the way companies and businesses operate Specifically public relations staffers have had to mold and consolidate the way they communicate to their audience into a broad network of social media-related microcosms However one realm of user connectivity that companies cannot control is the blogosphere consisting of online forums and third-party hosts These sites open the door to no holds barred discussions where anyone can give their input on any topic Before the rise of social media sites like Myspace Facebook and Twitter blogs and forums gained widespread Internet traffic They allowed users to openly connect with anyone who had Internet access Companies then did not anticipate the effect these sites had on both their target audience and their public image When Kryptonites bike lock crisis arose the word blog was already a household name and companies had already begun to increase their online presence However as crucial as having an online presence is monitoring their public image is just as important By the time that Kryptonites crisis went viral videos and the mentioning of how to pick bike locks were already online and available to the public Kryptonite made the mistake of not designating a team of professionals to monitor the publics perception and the comments they make about their products Services such as PR Newswires eWatch allow companies to access one of the Internets largest publication databases to search any term name or article The best offence is a good defense and in Kryptonites case eWatch would have been a great defensive maneuver While Kryptonites negligence was
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