Recall spins PR op into SmarTire’s lap

RICHMOND, BRITISH COLUMBIA: The ongoing PR problems faced by Firestone may well prove a PR boon for a tire-safety monitor supplier that just kicked off an awareness push of its own.

RICHMOND, BRITISH COLUMBIA: The ongoing PR problems faced by Firestone may well prove a PR boon for a tire-safety monitor supplier that just kicked off an awareness push of its own.

RICHMOND, BRITISH COLUMBIA: The ongoing PR problems faced by

Firestone may well prove a PR boon for a tire-safety monitor supplier

that just kicked off an awareness push of its own.



SmarTire Systems has hired three PR firms (one in the US, one in the UK

and one in Germany) to handle PR for its line of tire-monitoring

devices.



Its US firm, Kansas City, MO-based Ink, has already begun media-outreach

efforts as it prepares for a major industry trade show this fall.



’Like it or not, the Firestone crisis has played into our hands,’ said

Ink president Dick Grove. ’Tire safety has suddenly become a big issue,

and we hope to take advantage of media awareness of issues raised by the

Firestone recall.’



Charlene Krepiakevich, manager of corporate communications at SmarTire,

said the company has found PR a cost-effective way to reach its target

audiences in the past. While Krepiakevich didn’t comment directly about

whether the Firestone recall could benefit her firm’s PR efforts, she

admitted, ’If (improper tire pressure) was deemed the problem, certainly

our product would have detected that.’



SmarTire, based in Richmond, British Columbia, makes monitors that alert

drivers when tires are not properly inflated. The company reported net

income of roughly dollars 6.5 million for its third fiscal quarter,

compared with a loss of dollars 6.8 million in the same period last

year.



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