Recently, there has been quite a bit of controversy surrounding a children’s book published by Capstone Press called Jake Burton Carpenter and the Snowboard. In case you didn’t know, Jake Carpenter is the founder and president of Burton Snowboards, the largest snowboard and snowboard accessory manufacturer in the world.

The controversy surrounding this book began around the time of the SnowSports Industries of America (SIA) Tradeshow in Las Vegas, Nevada. Prior to this event, an e-mail sent by someone going by the name of “History of Snowboarding” began circling the action sports industry. The e-mail accused Burton of using the book to brainwash kids to develop more brand loyalty.

At the tradeshow, a number of fake copies of the book were distributed that satirized Jake Carpenter and Burton Snowboards. These fake books received a fair amount of attention from key players in the snowboard industry and from the media as well.

Since I first heard about this story, Transworld Business has published an article on their website that clears up any of the controversy surrounding the children’s book. Although the book’s author Michael Hearn relied solely on secondary research rather than going directly to Burton, Capstone Press brought in an expert to fact check the real book (not the satirical copy from the tradeshow) before it went to press.

Burton Snowboard’s Senior VP of Global Marketing Bryan Johnston states in an interview on the Transworld Business website that Burton is not pleased that the book’s facts were not checked by someone from Burton snowboards.

“Just like everyone else, we think this book is misleading. We wish it wasn’t out there, but it is,” says Johnston (Transworld Business).

Burton maintains that, while there may be nothing they can do about the books that have already gone to press, they will be involved in making corrections if the book is ever re-printed.

In my opinion, Burton handled this public relations crisis quite well. There was not much Burton could do about the satirical books distributed at SIA. I think they understand that people will do whatever they can in an attempt to knock them from their high horse. Burton used Transworld Business, a credible source in the action sports industry, to set the record straight. As of the time of this writing, the story on the Transworld Business website has been viewed more than 1,000 times.

Burton’s key messages have also focused on staying true and honouring the original roots of snowboarding. A message that is clear to the rest of the industry, to the media and, most importantly, to their customers. jp.

“Transworld Business Investigates: The Jake Burton Children’s Book Controversy.” http://business.transworld.net/2008/03/06/transworld-business-investigates-the-jake-burton-children%e2%80%99s-book-controversy/