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NASCAR To Fight Perception with PR? Why Not?
Sep 2nd, 2010 by Journo

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NASCAR has perception problems – with fans, with the media (especially its own), and with the mainstream. It’s something I’ve written about twice (here and here). After spending what I’m sure was a lot of money on consultants, I think NASCAR finally believes it too – and they’re doing something about it.

This week they announced the reorganization of their communications department. According to Sports Business Journal:

Members of the communications team will be embedded in other departments, such as consumer, brand and corporate marketing, in an effort to broaden and help NASCAR’s communications efforts evolve both inside the sanctioning body and with the sport’s teams, tracks and sponsors.

What this means is NASCAR is going to be adding more PR people, what SBJ said could be 20 to the existing department of about 25, and hiring a chief communications officer. Among other things, this will, in theory, allow them to do a better job of shifting and crafting a more positive narrative for the sport. And lets be honest, the narrative has gotten away from them.

Right or wrong, we’re entrenched in a media environment that focuses heavily on the negative. I personally believe this has been the main contributing factor to the malaise among NASCAR fans – as Ed Hinton put it, NASCARmyalgia.

With the amount of negative coverage (and seemingly no coherent communications strategy from NASCAR), fans are just feeling down on the sport. There really isn’t one explanation either.  I refer you back to the Ed Hinton article. Pretty much all of the comments on the NASCAR PR story on SceneDaily.com went a little like this: “The product stinks. We don’t need NASCAR to spin things for us.”  It sounds good to say, but I’m not sure what there is to improve about the product (no one really articulated that). Maybe make the car look better? Shorten races?

I’m really at a loss for what’s so bad right now. I think a lot of people are. I certainly see issues, but I understand there have and always will be things wrong with NASCAR (just like every other sport). Nothing’s perfect. What I think we can improve on is how we talk about the sport.

For all NASCAR hopes to accomplish with this reorganization I think changing that conversation has got to be one of the top priorities. NASCAR is presenting a good product week in and week out, but if people aren’t seeing it, or interested in it, it really doesn’t matter.

We’ll see in the coming seasons whether this actually makes a difference, but it’s interesting to see how NASCAR is trying to improve things.

Oh, and if you need a job it sounds like NASCAR will soon be hiring…

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Team Press Releases: The Good, The Bad (Sorry There’s No Ugly)
Aug 13th, 2010 by Journo

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It’s not often I see press releases that truly catch my attention. I mean something beyond the standard pre-race and post-race (which are both useful enough). The last couple of weeks I’ve seen two that had me talking – one for the good, the other for the bad.

Something different? Go Red Bull!

This one was a first – and something I’ve been advocating for for a long time. Why not get creative with your communication efforts? Everybody puts out the same formulaic pre and post-race releases with a ridiculous amount of spin. We get it, you’re trying to turn a 30th place finish into a positive thing.

Lest we be disappointed by yet another post-race we’re probably not going to read, someone finally did something about it. Thank you Red Bull!

You may have seen this – it made the rounds on twitter – after Pocono the folks over at Red Bull, instead of doing a recap of the race that we all saw, injected some humor into their release with some fun facts.

The first bit on their release read:

Pocono Raceway is like the Death Star when it comes to rain. There’s some sort of triangular tractor beam that seems to suck in ominous clouds.

Haha. What? The Death Star? It continues like that, but I had to finish reading. They even managed to sneak in some information about their teams and drivers. All in all, not bad. Check out their turn by turn Watkins Glen post-race – equally entertaining.

The beauty of this is, they’re not running great, but they’ve got people buzzing about something positive. A win-win for the team.

The clock starts now to see how fast someone steals this from them – or tries to outdo them.

Bad luck? Or the funding fell out?

Generally start-and-park teams don’t put out pre and post race releases. It’s obvious why. But I found an exception.

Michelle Theriault has been running a start-and-park for Andy Hillenburg’s Fast Track Racing. After Theriault’s first race at ORP the sponsor’s marketing company (yes, a start-and-park with a sponsor) put out a release claiming it was bad luck that forced Theriault out of the race.

From the drop of the green flag, Theriault fought a tight condition which inhibited her climb through the field. The crew planned on making adjustments on the No. 48 ProGold Lubricants Chevrolet, but bad luck struck on lap 52. A kink in a line going to the radiator caused the motor to overheat, which relegated the rookie driver to a 32nd-place finish.

A kink in the line? Bad luck? Sounds to me, as Michael McDowell put it on his twitter page a few weeks ago, the funding fell out on the front stretch.

What’s worse than being a start-and-park? Trying to pretend you’re not one. This was just plain insulting to anyone who read it – and it all but guaranteed I wouldn’t be looking at another of their releases.

Luckily, though they’ve been putting out pre-races, they quit doing the post-race.

Sometimes its just best not to say anything at all.

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Ask The Insiders Wednesday #26
Jun 3rd, 2009 by T.C.

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The big three NASCAR series all shared the same track this last weekend in Dover, but they all split up this weekend.  The Truck Series is in Texas, the Nationwide cars take to Nashville, and the Cup cars head to Pocono.  But before the weekend kicks off, it’s question and answer time!  If you don’t know what this post is, until further notice, we will be answering any and all reader questions every Wednesday, right here.  So if you’ve got one, click on the ”Ask the Insiders” tab at the top of the page and send one to us.  On to the questions…

1. From Jason:

Hey guys, I love the blog - keep up the great work!!  In various interviews with drivers and crew chiefs from all of the big teams, they all keep talking about continuing to work hard to refine their bodies for the COT.  Even though NASCAR and the mainstream media claim that teams can’t mess with the bodies due to such tight specs in the rule book to conform with “The Claw”; I am starting to get the impression that there is actually significant grey area that engineers can tweak around with.  Can you provide any more color on this topic and where on the body that engineers may be making tweaks within the rule book.

Thanks Jason, we are glad you like the site!  While there are certainly more templates for the COT body, there is still some area to work with.  There are places where templates don’t go, and between those places and the tolerances allowed by the rules, teams will find ways to make the cars better.  The gains made just happen to be much smaller. - T.C.

2. From mert7878:

We all know that at the Sprint Cup level the drivers are among the best in the business. What I’d like to know is, putting aside the differences in equipment and team support, what separates the truly great drivers from the merely very good drivers in Sprint Cup?

That is a good question and one I don’t know if I have a good answer to. A truly great driver knows his equipment, he can feel every little thing right or wrong with his car and he knows how to communicate that. He also knows where he has to be and where he can be on the race track at all times. And perhaps most important he knows his abilities. This sport is all about situations and tendencies and if you know either through instinct or experience what do and when to do it (and how to do it) you will have the makings of being a great driver. - Journo

3. From Walt:

Two questions who determines the placement of the decals on the cars and how do the drivers and owners split the purse?

NASCAR has fairly specific rules about the placement of decals, which is why everyone has numbers, sponsors, and contingency decals in the same places.  And the purse split is determined by a driver’s contract.  From what I understand, the norm is for drivers to get around 40%. - T.C.

4. From Bill:

When it rains why is there a yellow flag instead of a red flag? It seems to me that the people up frount have no choice but to pit while the people in the back don’t lose much by continuing.  It makes the losers the winners.

There are no guarantees that once it starts raining, that the rain will continue long enough for NASCAR to warrant a red flag.  If it’s a quick passing shower that doesn’t make the track unraceable, then no red flag would be needed.  NASCAR will run under yellow until conditions force them to throw the red.  And the decision of whether to pit or not in these situations is really a throw of the dice.  Some will stay out to try and gain that advantage, and others will pit thinking maybe the race will get restarted. - T.C.

5. From Susan:

I want to go to one Sprint Cup race this season.  What track would you consider to be the best for a fan (esp since the COT)? In other words, I want to see passing. Thanks.

You will see passing at what ever track you attend.  There is a misconception right now that the COT doesn’t allow for passing, and that just isn’t true.  Personally, some of my favorite tracks include Bristol, Martinsville, the Superspeedways, and Dover.  Maybe the readers have some thoughts? - T.C.

6. From Kenny:

T.C., yesterday, on “NASCAR Now,” Tim Brewer did a story about a supply depot used by the teams. He showed a pile of metal strips and said they were used to make lug nuts. I’m wondering if he was joking. Are lug nuts fabricated by the individual teams or are they bought in bulk from a major supplier?

He was not joking.  Teams do not manufacture their own lug nuts.  There are several suppliers the teams buy from, including KRC and ARP. - T.C.

7. From Lynn:

How many laps did the jet dryers drive for the Coke 600?

That’s a good question that I unfortunately don’t have an answer for. A lot is my best estimation. Jayski normally has goofy stats from races, but that one he did not have. - Journo

8. From T-Dawg:

I have been to several races where it has rained and had to watch the time consuming process of watching the track being dried. Are the tracks responsible for the jet dryers? And if so, why doesn’t NASCAR take over this responsibility? It seems that nowadays with modern technology they can predict when it is likely to rain during the weekend. Sure would be nice to see NASCAR have a “rain team” on standby at each track with ten or twenty jet dryers instead of the two or three that the track provides.

Yes the tracks are responsible for the jet dryers. SMI has a team of them and so does ISC. You’ll notice there will be trucks from say Texas at Las Vegas. As far as why NASCAR doesn’t do this I can give you two reasons. First, the cost to do this would be astronomical. I don’t know what a jet dryer truck goes for these days, but I can’t imagine they’re cheap. Assembling 10 or 20 of them would likely cost millions of dollars. Not to mention the cost of jet fuel. It just wouldn’t be worth it. The second reason they don’t do this is because NASCAR doesn’t own the tracks. It is essentially a maintenance issue and that is for the track to handle, not the sanctioning body. - Journo

9. From Dragonfly:

Can you please explain what exactly is a “start and park”? And what is the point?  Is there any money in it?  Thank you for doing this for us NASCAR fans every week!

A start-and-park is when a team shows up to the track with no intentions of completing the event.  They qualify, and then park their car early in the race.  The point is to make money, as they will collect the winnings for the lowest positions.  At Dover, David Gilliland and the #71 TRG car used this strategy, and won $78,000. - T.C.

10. From Measure:

Watching theCoke 600, the worst rain-affected race since Fontana in spring of 08, the broadcast mentioned that with 7 jet dryer trucks, they could dry a soaking-wet track in 2 hours…. the no-rain window was often much smaller than that.  With all the money NASCAR has, why don’t they come out to every race with 14 or even 21 jet dryers ready, just in case, so they can get the track dry in under an hour?

As I said above to T-Dawg in question eight, the cost to assemble that many jet dryers would be astronomical. And then you have maintenance, transportation and fuel costs. It just isn’t worth it. And to be honest there really aren’t any guarantees that you would use them. There is a chance, all be it a slim one, that there won’t be rain at any race. - Journo

11. From Kenny:

What is the consensus around Gasoline Alley regarding Tony Eury, Jr.’s ability as a crew chief?

I think everyone acknowledges that Tony is a good crew chief, but I think everyone also sees that the chemistry on that team just wasn’t right for whatever reason. The crew chief swap at Hendrick should not be seen as a knock against Tony, but things just weren’t working and obviously they aren’t going to switch drivers. He is the obvious first move. It will be interesting though to see if he stays at Hendrick past this season. - Journo

12. From Neon:

For both TC and Journo-Do you hear comments, criticisms, applause, intrigue about your website around the garage area (TC) and media arena (Journo)? Like the saying goes “I’d like to be a fly on wall….”. Do you get a kick out of what you see and hear under your anonymous cloak?

I’ve never heard anything said first hand at the track, but I have been told about people making comments about us through other folks.  It usually centers around who we are and how we know what we know.  I love hearing about it, because it means people are actually reading us. - T.C.

I actually have heard it first hand (I was eavesdropping). I laughed a little about it and of course told TC as soon as I could. - Journo

13. From Tom:

Gentleman, I enjoy your website.  Would you please explain exactly what the “7″ car did wrong?  “rear axle housing exceeded the maximum specified toe of plus or minus one degree” What does that mean? I know a little about drive trains, but that has me stumped. Did it give them some competitive advantage, or was it technically just splitting hairs?

Thanks Tom!  With the rear axle housing, teams are allowed to toe the rear wheels in or out, up to one degree.  From what I understand, they do this by bending the axle tubes on the rear end housing.  In Robby’s case, the axle tubes were toed too far.  For a good explanation of toe, click here. - T.C.

14. From Jim:

Well, You’re there to see it.  Where did they put all the Haulers at Dover?? By my figures there was 122 parked somewhere since the Cup, Nationwide, and Trucks were there all on the same day.  I’m not sure if there’s enough empty real estate inside a mile track.

Don’t worry, there is enough room.  The Cup haulers and garage are situated in turns one and two, the Nationwide haulers were in their garage area in turns three and four, and the Truck Series haulers were pretty much in the middle of the infield. - T.C.

15. From Newracefan:

We’ve all seen the PR girls you know, the ones that hand the driver that all important Coke or what ever is sponsor appropriate.  Are there any PR boys? Who do they really work for, the driver, the team, or?

Of course (though I wouldn’t call them PR boys to their faces ;))! On the NASCAR media list I counted 16 in the Cup Series. Just to name a couple, Tony Stewart has been with Mike Arning for ages, Martin Truex was with Blair Minton (a male) and now Jarrod England, Clint Bowyer works with Rory Connellan and Carl Edwards has been with Randy Fuller for the length of his Cup career. A lot of the heads of the communications departments at the teams are male too. Jonathan Gibson at Penske, John Olguin at Ganassi (EGR), Ben Schlosser at RCR; the list goes on and on. As far as who the PR people work for, it really just depends. Some of the teams provide PR people; at other teams the sponsors or drivers hire people at agencies to represent them. Some drivers hire a person in addition to the sponsor or team provided person. - Journo

16. From Melissa:

How are the NASCAR officials assigned to the teams each week?  I can think of a few number of ways, but I’m trying to get out of the speculation business.

You know, I don’t have any clue how they do that.  I looked through my rule book as well and didn’t see anything.  I’ll have to get back to you on that one. - T.C.

17. From Ric:

I have noticed that during yellow flags the driver will sometimes have his left hand holding on to the safety net, or his hand / fingers just sticking out the window. I do know that the driver will stick his hand out to signal he is slowing down when he has car trouble, to pit, etc. but this doesn’t look like this, beside it’s a yellow flag everyone is going slow. Thought maybe he’s just trying to be in a different position to relax the muscles, but I don’t ever recall seeing them drive with the left hand and do something with the right. Any clue on what they are doing?

In many cases they are trying to get some fresh air into the car.  Kind of like when you stick your hand out of your passenger car’s window while driving. - T.C.

18. From Ric:

Does the pit crew prepare and/or practice differently depending on what TYPE of track (superspeedway, short track, etc) is next? Do you prepare and/or practice differently for any certain track(s)?

Many teams will set up their practice pit stalls to the size they will encounter at the race track, so they can get a feel for when to jump off the wall and how much room they have to work with.  And smaller or larger stalls create issues, such as how the driver comes in and out, which teams will go over.  Also, at Superspeedways, the fenders are much tighter to the wheels, so teams will close up the wheel openings on their pit practice cars.  Other then that, the only track that warrants special practice is Watkins Glen, because pit stops are backwards. - T.C.

19. From Mike:

I would like to know where SK motorsports is located.

I believe SK Motorsports is in the old Fitz Motorsports shop in the Lakeside Park in Mooresville, NC. - T.C.

And that brings yet another “Ask The Insiders Wednesday” to a close.  Thanks to everyone who sent in questions.  And remember, if you’d like to be a part of next week, click on the ”Ask the Insiders” tab at the top of the page and send your question in!

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