Combine a sanctioning body with no self awareness, select media members inflaming a penalty, an unclear inspection process and technical issue, and a driver who likes to speak his mind and you’ve got a lesson in public relations no-nos.
There is an old adage in PR: if you don’t tell your story, someone else will and you may not like how they tell it. This is something the folks at NASCAR could stand to learn.
In a media environment that is increasingly loud, swift and dare I say hostile, treading lightly around these penalty issues is very important.
In the wake of the Clint Bowyer penalties this past week, NASCAR used their weekly teleconference to explain the issue and answer questions – only they did a pretty bad job at both. Instead of making sure things were appropriately explained, and giving media members every opportunity to ask questions, they were unclear (even when asked to explain in layman’s terms) and limited them to one question (which some promptly started complaining about on twitter).
All told the teleconference explaining this thing took 21 minutes. What NASCAR needed to do was to take the car, get their video conferencing equipment and go through it – then they needed to let the media members ask as many questions as they wanted (whether that took 20 minutes or 2 hours). Of course all of this needed to be available for fans to watch.
The resulting inadequate explanations then got muddled when the story was told. Then RCR added to the story by essentially calling BS on NASCAR (NASCAR addressed in the teleconference what would later become RCR’s explanation and said given previous data they had, it was not likely). With the amount of trust fans have in the sanctioning body though it was apparent who they believed. As usual, the story got away from NASCAR.
This wasn’t helped by some media members who took to their respective websites and social media accounts to join the chorus of anti-NASCAR sentiment. Again, they, like RCR, told the story, not NASCAR.
What I find hard to believe though is that NASCAR doesn’t realize the implications these penalties have with the fans. If they’d do a reasonable job explaining the problem, this means going on TV and explaining in actual layman’s terms what the issue is (because most people don’t understand what goes into the inspection process, or what exactly a penalty is being issued for because they haven’t been involved in building a COT, or understand the engineering of it), and then debunking things, they wouldn’t spend two weeks defending themselves against (or doing what they normally do and ignoring) unfounded allegations.
This sporting body has trust and public relations issues unlike their counterparts throughout America. It’s to the point I believe it’s driving fans away. They though are tone deaf. Truly mind boggling. Let’s hope whoever takes this unenviable position of Chief Communications Officer convinces the leadership at NASCAR to do a better job of creating transparency (which they are under no obligation to do) for the sake of the sport.
NASCAR wasn’t alone in their communications missteps this weekend. Look no further than Denny Hamlin, a guy who is never afraid to give his opinion. During his Friday Chase press conference Hamlin said:
“In the garage, everyone has known it for months… It’s not two weeks old. They’ve been warned for a long time, way before Richmond. … They knew it was wrong way before that, and they wanted to get everything they could.”
Now I won’t comment on the validity of Hamlin’s comments, but they got him into trouble. As JD Gibbs later told him, sometimes it’s best to keep our thoughts and opinions to ourselves.
Whether acting under team orders, or as a lone assassin, Kevin Harvick, during practice on Saturday, proceeded to let Denny Hamlin know that his comments were not well received. Afterward there was some intense discussion. NASCAR said ‘boys, have at it’ right? No doubt failed communications on all parts.
What we learned this week was that NASCAR still has a long way to go in regaining the trust of it’s fans and that is probably going to start with much more transparency to prove that they really have no agenda – other than maintaining their rulebook. And don’t screw with RCR, because they’ll get you.
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I really didn’t want to have to write this post. I figured that everyone was smart enough to really see things clearly and think logically, but I’ve been proven horribly wrong. After Jenna Fryer’s AP story about NASCAR “secretly” fining drivers that appeared this week, there has been a ton of discussion about the topic. I can respect people’s opinions on both sides of an argument, as everyone is entitled to what they think, but in this case some out there have completely lost it.
Before I even say what I want to say, I’m going to do you a favor. What I’m about to write will probably make some of you angry, and I’m cool with that. So before you call me a “NASCAR homer” in the comment section, stop. I’m going to side with NASCAR on this one, and I already know where this is leading. So save your energy.
Now, as everyone seems to know, NASCAR is currently in a tough spot. Attendance has been falling at tracks across the board and TV ratings continue to slump. NASCAR has made a ton of changes to try and fix what they believe the problems to be, and more changes are coming. NASCAR hopes these changes will bring people back to the track and get more people watching on TV, which in turn will hopefully bring sponsors back to racing that left, and also attract some new ones.
As NASCAR attempts to get back what they lost, what they really don’t need is a ton of bad press. And what do drivers do that continually bad mouth the sanctioning body and its decisions to the public? Create bad press.
ESPN has reported that they know who the drivers are that were fined by NASCAR, but to me, it doesn’t matter. What all of the drivers need to realize is that the media and the fans listen to what they have to say. If people didn’t care what they had to say, nobody would interview them. And don’t even try to tell me that fans don’t need to listen to the drivers to see how bad things are with NASCAR. If Dale Jr. can convince JR Nation to go out and buy Amp to the point that Amp’s sales go up 70% in the first year of the sponsorship, and Amp’s market share jumps from sixth in the category to fourth, this guy and all the other drivers can affect fans’ opinions.
Right now, it seems that fan frustration is pretty high. We read comments and emails from folks all the time about how they are close to quitting all together, and more from people that have given up. By criticizing NASCAR to the media, the drivers are just adding to the fan frustration and helping drive more of them away. And when fans leave, so do sponsorship dollars. So really, these drivers are really just hurting themselves, because with less sponsorship, there will be less rides for them to occupy, and less money available to pay them big salaries.
With all of this said, NASCAR must do all they can right now to protect their brand. They cannot afford to lose any more of the race fans. NASCAR wants the fans to be happy, because happy fans buy race tickets and merchandise, and watch on TV. So when a driver becomes overly critical of the sport, action must be taken. In this case, NASCAR decided fines were necessary to show not only the offending drivers, but everyone else that this would not be tolerated. What’s interesting to note here, is that according to spokesman Ramsey Poston, NASCAR warned all the drivers about the possibility of fines months ago.
For those of you who claim these fines violate free speech, try again. NASCAR did not fine these drivers because they had an opinion. They fined them because they chose the wrong forum in which to express that opinion. If the competitors really have a problem with the way things are being run, they need to take those opinions directly to Mike Helton, John Darby, Joe Balash, and Wayne Auton. Complaining to the media and fans won’t get them anywhere.
Moving on to this idea of “secret” fines, at what point did anyone say these fines were secret? There is a big difference between “secret” and not making something public knowledge. The original AP story has quotes from Poston in which he acknowledges that action was taken. He didn’t deny it, nor were these drivers told to keep the fines a secret. NASCAR is allowed to deal with problems internally, and not everything warrants a press release. The last time you were written up at work for being late 47 days in a row, something tells me your HR manager didn’t send out a press release to the local paper.
I also want to point out here that if NASCAR wanted something to be secret, it would remain secret. The community is extremely small, and if you think there aren’t things you don’t know about, then you are sadly confused.
With all of this being said, I’m not the enemy here. I agree with you that the drivers need to have their own personalities, and be able to speak their minds. Showing emotion is what makes us love and hate these guys. But drivers can show emotion without bashing NASCAR every five minutes in their post race press conferences. There is already way too much negativity in the press, the drivers don’t need to help.
I’m siding with NASCAR on this one because they were right to do what they did. Myself and thousands of other people depend on this sport and the jobs provided by it to pay our bills and feed our families. Fans not showing up and sponsors pulling out affects me and a lot of other people I know personally. I’m lucky to still have a spot in racing, but I know a ton of guys who don’t.
So the next time a driver wants to bitch and moan in an interview about what they perceive to be phony debris cautions, maybe they should think a little more about the ramifications of their words. It just might turn out that they unknowingly killed their own career.
Helicopter parent: a colloquial, early 21st-century term for a parent who pays extremely close attention to his or her child’s or children’s experiences and problems
Bill France Sr. founded NASCAR some 60+ years ago with the outlaws and good ole boys of Southern stock car racing. It was a rough and tumble time – France Sr. was even known to carry around a sidearm to keep order. Who was in charge was never in question. And while that remains true today, some things have changed. For instance, something tells me Big Bill never had to deal with a driver’s parent. Take Tom Logano.
To his credit the elder Logano is a man who is truly devoted to both his children and their dreams. In spite of his unwavering support for his children, Tom Logano is becoming a headache for Joe Gibbs Racing and for NASCAR. In his second trip to the NASCAR hauler in eight months, Logano is proving he is not able to handle his situation.
In his latest outburst, Logano, obviously upset, appeared to encourage his son’s confrontation with Kevin Harvick, and then stormed after him, making contact with TNT pit reporter Ralph Sheheen (that interview should be uncomfortable next week). Logano, for his part, says the incident was overblown.
Whatever happened, Logano needs to be evaluating the necessity of his hovering. It’s difficult for every parent to see their children caught up in bad situations. I can’t imagine what it’s like to see your kid involved in high speed hijinks with someone nearly twice his age. That said, you don’t see Nancy Sterling (Carl Edwards’ mom) getting into it with Kevin Harvick, or Nelson Stewart (Tony Stewart’s dad) going toe-to-toe with Robby Gordon. They manage to maintain a professional at-track presence, and let their boys handle their own business (which is what Joey was trying to do).
And lets be honest, NASCAR should never call a wife, girlfriend, father, mother, brother etc. to the hauler to have a discussion with them (or to pull their hard card). When loved ones are at the track they are spectators. I would hope they would have enough respect for those they were there to support to keep their mouths shut and actions in check.
It’s a shame for Joey Logano, on a night when he was working to prove he was just one of the guys (and wasn’t afraid to express himself off the track), that his daddy again overshadowed his moment.
I respect Tom Logano for everything he has done for his children, but it’s time he step back and let Joey fight his own fights and learn his own lessons. The elder Logano’s behavior has been not only an embarrassment to himself, but an embarrassment to his son. Cut the cord and let him go Tom – for the sake of Joey.
From the moment the news leaked earlier in the week that Sprint Cup Series Director John Darby was moving to a new position within NASCAR, speculation has run rampant that he’s being pushed out, demoted, or being made a scapegoat. Even fans have gotten in on the act, applauding Darby’s move (in a bad way).
Now lets be fair. John Darby’s got one of the most difficult jobs in the garage. He spends much of his year away from home and gets to deal with a bunch of “creative”, ego-maniacs (though I don’t think he’s complaining).
Is he a dictator? Some would probably make that argument. The truth is, if you’re not you’re going to get walked all over very quickly. He’s got to serve as the policeman, the judge, the jury and sometimes the executioner. Despite all of that he’s one of the most respected guys in the garage. That says something about his character.
I know what you’re saying, “he was a supporter and propagator of the COT.” And while that may be true, we fail to remember, that arguably is his job. He’s got to be one of the chief supporters of NASCAR’s initiatives. If you’re looking for someone to blame for the COT I’d suggest starting with Gary Nelson and Brett Bodine.
As far as decision making goes, remember he does have people he answers to. John Darby is by no means the be-all-end-all at NASCAR or even over the Cup Series. Often when you get called to the trailer, you get the pleasure of meeting with both he and Mike Helton; and sometimes others.
I don’t believe John Darby was forced out. I don’t think NASCAR had any reason to do it, and I think their actions would indicate that’s probably true.
The fact is no one’s perfect; John Darby included. Has he made mistakes? Sure (who hasn’t?). But can we blame him for everything that’s wrong with NASCAR? Absolutely not.
As the old proverb goes “before criticizing a man, walk a mile in his shoes.” Even if you don’t respect his tenure as Cup Series Director, respect his commitment to the sport. John Darby is a good man.
Condolences to the Davis Family
We here at TNI want to send our condolences to Marc Davis, his family and friends on the passing of Marc’s father Harry.
Harry, a former NBC News cameraman, was a big guy with a big heart. He was a fierce advocate of his son and his son’s career. Though he was a relative newcomer to the sport, Harry will be missed. The sport could use more people like him.
Click here for a writeup from his former employer.
Following another run-in with Brad Keselowski during Saturday’s Nationwide Series race at Phoenix, Dave Burns of ESPN asked Denny Hamlin if NASCAR needed to get involved. Hamlin responded: “No, no, I’ll take care of him. It’s no biggy. I got him.”
Anybody else looking forward to this situation heading to Homestead?
In his ascension to the Cup Series this year, Keselowski has often used his bumper and some aggressive driving to get the job done. And it seems as though he’s done it more often lately. He has been called out by a few drivers including Hamlin and the brothers Busch. But strong words and threats from competitors haven’t slowed him down. Maybe a little retaliation will.
Hamlin and Keselowski have had on track incidents before, but fuel was added to the fire on Saturday. Following a restart, Hamlin’s Toyota got into Keselowski’s Chevy into turn one, sending the #88 car up the track. On the same lap, Keselowski attempted payback into turn three, but missed. Then in the center of three and four, Brad K. caught Hamlin and laid the bumper to him, sending Hamlin’s GameStop Camry around in front of the field.
After the warning from Hamlin during a post race interview, and the comments from other drivers, Keselowski was called into a meeting this morning with Cup Series directory John Darby and NASCAR’s CEO, Brian France. Keselowski told reporters the meeting “went real well.”
I certainly can’t fault Brad for being aggressive, as he is out there to win. And a little bumping and banging, along with some flared tempers always makes for some good racing action. But Keselowski needs to be a little more careful about who he roughs up. If he continues to cause problems with some of the sport’s top drivers, they can make life very difficult for him. He will be entering his first full season of Cup competition in 2010, and in order to be successful, he’s going to need at least a few friends. A driver that doesn’t respect him won’t give him room on the race track and they won’t help him out when he needs it.
Hopefully though, he is able to find a balance between being aggressive and also respectful. Mending a few fences along the way probably wouldn’t hurt either.
But no matter what happens, it sounds like things could get interesting this weekend at Homestead.