E-scooters exploded onto U.S. streets in 2019. While many consumers swiftly gained an affinity for micro-mobility, the quick proliferation of e-scooters unintentionally caused major disruption across U.S. cities. Nashville specifically became an epicenter of the e-scooter debate as the city was overrun with scooters from more than a half dozen operators. In response to outcries for regulation and concerns for safety, the Mayor proposed a ban on all e-scooter operations.
E-scooter client Lime engaged ARPR, already leading media efforts for other top southeastern markets, to devise a local media relations strategy to combat a growing negative sentiment around micro-mobility. With local print and broadcast covering the proposed ban daily, ARPR needed to quickly implement a PR strategy to achieve: 1) a shift in perception focusing on the positive impact of accessible and affordable micro-mobility options 2) position Lime’s commitment to rider safety as a competitive differentiator 3) ultimately help prevent the loss of operating rights.
Nashville’s potential e-scooter ban earned national attention as cities nationwide grappled with e-scooter regulation, and so it was clear that Lime’s public response would have major implications for operations across the country.
In collaboration with Lime’s global communications and public affairs team, ARPR developed a media relations strategy focused on highlighting the company’s safety initiatives to differentiate Lime from the local competition and to position them favorably with community stakeholders: