DH InfoMedia's FREE Guide to Media Relations for the Auto Racing Team, Small Business, Race Track, New Web Authors and anyone else for that matter

LATE MODEL CHAMP ENTERS FIRST "POPCORN 100"

Media Contact: Ed Fleer (999) 999-9999 email [email protected]

1996 Hickory Grove Late Model champion Tom Bryant is expanding his horizons for 1997.

The 28 year old hometown ace is entering his first full season as a travelling professional on the tough "Pixie-Stix" Late Model Tour.

Bryant has already submitted an entry for the tour's biggest race, "The Popcorn 100" at Effingham Speedway, in Illinois. The April 24th event will draw over 80 racers from every part of the country. This race pays $25,000 to win and is the youngsters first attempt at a major National event. "We raced at Effingham once last season, the competitive nature of simply trying to make that race, will be a learning experience," Tom added.

The "Pixie Stix" tour takes drivers across nine states with 25 events. The total purse for 1997 is over $1,000,000.

Braynts father, and biggest supporter, Gary discussed the cost of racing in a travelling circuit, "You need at least two complete cars and four or five motors. We have to have at least one spare of each piece on the car. Fallon Excavating and Cental Petroleoum have signed on to assist us with expenses for 1997. We could use more assistance." Each of the aluminimum engines costs over $30,000.

Sponsorship opportunities still exist for the 1997 tour. Several events will be televised. For information, please contact Ed Fleer or Gary Bryant directly at (999) 111-2222.

Obviously, you would need to provide other details. (Maybe attach a schedule, or give directions). This merely represents an example. Feel free to use it as a template. It's worked for years for me and dozens of clients. Here is a sample of a post race release that I produced for Anderson Speedway, in 1995. Click here for another sample of a pre race release, also from 1995.

Tailor your releases to each media source. Live in Dallas and going to race in Cleveland? Simple, the release for Dallas should tell everyone what that race means to you. The release for the Cleveland paper, should tell the same but possibly include race times and directions.

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WHO SHOULD WRITE FOR YOU?

Of course you could hire a firm or an individual that does nothing but P/R. Be prepared, however, to spend up to $500 per press release! They will also add a consulting fee, everytime they chat with you. These firms are usually complete with lawyer-like corporate names, generally know nothing about auto racing (or your business) and, in my opinion, are poor choices, save for the top NASCAR and Indy Teams and huge sanctioning bodies.

Remember Orville Redenbacher, of gourmet popcorn fame? He hired a fancy Chicago P/R firm to come up with a new name for his popcorn. They charged him $15,000 to tell him that he should call it Orville Redenbacher's! He was very upset, and you would be too!

Start off small.

A better bet would be to locate a small entrepreneur, such as DH InfoMedia , who does writing more as a hobby than a business. Expect to pay anywhere between $10 and $50 per release.

(I am currently charging a client $40 per week, this includes one tailored release (different releases, going to different types of media) per week and a weekly recap sheet.)

Barter!

Do you know someone just out of college?

Do you know a writer?

Are they racing fans?

Offer them a chance to go with you to "The Popcorn 100," or other big race all expenses paid, in exchange for some Media Relations work.

Do it Yourself!

A person who is skilled at writing should suffice in the role of Media Relations Director for the racing team. The tips included in this little primer should assist an existing writer or a newcomer.

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BENEFITS FOR *YOU*

As a Racing Team member you may ask "Why should we learn Media Relation skills?"

The most important reason is that it draws a focus to your team and its goals. Are you driving in (or hosting) a big race? Did you a have a major accomplishment? Is your team wanting to join a travelling circuit? Are you broke and looking for sponsorship? Then let everyone know through the Media!!!

BENEFITS FOR THE *MEDIA*

As delicately as I can this, except for Usenet Newsgroups and some Web Pages, there is very little incentive for the Media to run your release and tell your story! (That does not mean, however that you should give up).

Even the local, daily newspapers have very little room for local items that are not produced in-house. Most newspapers are owned by conglomerates and often 60-70% of their content is produced by the Wire Services. Staffing cuts make it harder for your Press Release (or anything else) to make it anywhere but the circular file (trash can, that is).

There are a few benefits, that deserve mention.

Since much of the media get their information pre-packaged, your release adds a bit of local flavor. It also adds easy-to-edit "filler" material. If I were a Sports Editor for a local paper, I would rather insert a filler that tells of a local racer entering his first "Popcorn 100" instead of a canned piece about a major league ball player who has hit his 40th home run.

Try unique approaches to get your releases noticed! In the next section we will explore some options in an attempt to earn some attention.

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BE CREATIVE

Regional racing papers and medium to large dailies get reams of press releases. 95% of all press releases end up in the circular file or, if it's lucky enough to be accepted, are edited just to a mere sentence or two.

Do NOT limit yourself to the Sports Section/Department!

You must be creative in order to hit the mark. Let's explore some examples:

* - Is your town or community having a parade? A car show? Contact the organizer. Take part. Then hit the Sports Desk, Entertainment Desk and Community Desk of several local papers, TV and Radio to share your involvement. Example: "The USSDA sprint car of Adam Bailey will be featured in the annual 'Planting Days Parade' down Main Street in Hickory City. Adam will be on hand, with his car, in the Bank parking lot after the parade to sign autographs. TIP: Tell the organizer that it is okay to use your name in his advertising (Double Whammy!)

* - Is a charity having a fund-raiser, or telethon? If so, contact the charity. Repaint a section of your car, and carry the charity as a primary sponsor for a race or two. Donate a percentage of your winnings. Use it to your advantage, send releases to the City news Desk, Sports, Lifestyles and so on. This can and will open doors! Example: "The Tucker Racing Team will race against Scurvy this week. The 'Stop Scurvy Now' telethon is this weekend at the Community Center. The Camaro driven by 53 year old resident Roy Tucker will proudly carry the charities logo. 30% of all winnings from Roy's races at Grover's Speedplant will go to the cause. See Roy's racer at the telethon . . . etc."

* - Have someone very young or very well known working (driving) on your team? Send out a release! Examples: "Former 5 time BCAR champ Mac MacNair is heading operations for 17 year old star Billy Gillson." or this, "The FLR Late Model driven by Eddie Paulik has an unusual chief mechanic. 19 year old college Freshman Charles Brant is the chief wrench turner for the team on the 23 race TUFF Late Model Series. Brant scored a perfect 4.0 GPA at City College, Last semester." The latter example could be run in other parts of the paper besides sports (i.e. human interest)

Find something unique and get the info out!

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HOW OFTEN SHOULD I SEND OUT A RELEASE?

Press releases to big city papers on the larger circuits (ASA, Hav-A-Tampa, Hooters Cup, et al) come literally a dime-a-dozen. If you are a travelling team on a regional circuit, you could probably get by with one per MAJOR event. A monthly recap couldn't hurt either.

A small team on a regional tour sending out 12 releases in 12 weeks, is asking for rejection as soon as the envelope is recognized.

Space them out and include something worthwhile. Many releases are not going to be read by the editor, let alone printed.

Race tracks and Sanctioning Bodies themselves had better have one release out PER EVENT!

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MANAGING YOUR CONTACTS

It pays to pay attention to those media sources that treat you right and those who don't (or don't care).

Remember the "live in Dallas and race in Cleveland scenario" from above? If you send out a release, ask someone in Cleveland to watch for it. If it gets printed, you'll know that you have a great outlet. Check the local papers yourself.

If items are not getting printed, ask the Sports Editor why. If all else fails, chat with the editor. Editors, for the most part, love to use stories of local interest. It is hard with budget cuts and smaller staffs. Just don't do a lot of demanding or making of threats.

Check your phone book and do research for addresses and points of contacts at various media. Internet searching is very helpful. Click here for a Search Engine clearinghouse. The rec.autos.motorsports Usenet Newsgroup hierarchy is a great place to post your news. Read the FAQ(s), first!

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SPONSOR REPORTS

Remember who pays the bills!

At least twice a month, you should have a release made up to your sponsors, if you are on a regional or larger travelling circuit or deal with an out of town financier. Mention anyone that has shown an interest in their product. "A couple at Effingham's "Popcorn 100" commented that Pain-Eze Asprin" was the greatest." Tell them: Attendance figures, Race fan demographics, Was it televised? radio? Did the announcer mention your sponsors name? Also, see the example in Fan Clubs, below.

Do NOT ever tell your sponsor (or anyone) that the product that is on the side of your car is junk --- even if it is! If ABC Beer sponsors you, do not drink XYZ Beer at the race track! Not only will you lose your funding, other potential sponsors will remember your actions!

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FAN CLUBS

If you are interested in keeping your fan base informed about your activities, why not start a fan club? Get a great photo of your car (remember the photographer's copyright!) and have a quality printing company print up some 5"X7" or 8"X5" photocards. The back has room for driver stats and sponsors. These can be given away as part of a Fan Club gift pack.

Fan updates are important. Everyone wants to know how you did, AND your thoughts! Don't just tell how well you did, add some interest to a diary-like story.

Example: "Day 1 at the 3 day "Popcorn 100." We had some trouble right off with the main motor. We swapped it out and practiced with the back-up. Jerry Martin of JM Racing Engines poured over the main powerplant. We practiced right up with the big boys. After lunch, we put the main engine back in for time trials and ran a 16.789, 8th fastest out of 78 cars! Jerry knows how to make a sick engine well.

That let us start 7th in the "Hot Oil 30." We moved up to fifth by lap 6, but the track and tire combination gave up a few laps later. Luckily a red came out on lap 17 and we pitted. Dad took out a bunch of bite in the Right Rear to help free the car up. I was 11th on the restart and passed 6 cars in 5 laps on the high side. By races end I was in third, right behind LMRAD champ Ricky Barton."

This could be me mailed, e-mailed, FAX'ed or posted to a Usenet newsgroup. Your fans would be ecstatic!

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Do you need help with Media Relations? Send Dave some email! I work this more as a hobby than a business, but I can only help a few teams each year.

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