Welcome to the notarised quick reference guide to episode seven of the Racing Mentor Sponsorship Podcast. This week we demystify PR, including how to do it, how to get coverage, and how to make it work for you and your sponsors. Jess and Toby share the best ways to begin and the surprisingly easy ways to get comfortable with putting yourself out there for long-term, maximum gain. 

Listen above, at the links below, or search on your favourite platforms.

37 minutes of very easy to follow advice on an otherwise mysterious skillset. 

Follow the highlights here:

02:35 – PR gets your name out there

03:45 – What does PR for drivers look like?

04:15 – Take a wider, broader look at where PR opportunities are

05:55 – Niche, niche, niche

07:35 – Journalist relationships

08:20 – Toby’s PR journey (including BBC and The Times)

11:10 – The coverage money can’t buy

13:30 – Toby’s Tip: Grow with your business relationships

14:45 – What makes a good story anyway?

15:05 – The importance of you hook

17:15 – Who’s doing what? (and what can you do that’s different?)

18:35 – A left-field source of inspiration

20:00 – Get specific, get results

20:40 – Bringing in your sponsor

22:00 – Trade Press

23:15 – Developing your hook

25:39 – How to write a press release 

26:00 – Answer every possible question first (who, what, when, where, why, how)

27:00 – Then explain and expand

27:38 – Make it easy for journalists and include images

30:00 – Investing time into your own content creation

31:00 – Check out Drivetribe

31:45 – Toby talks quality blog and sponsor content examples (Cristiana Oprea)

33:43 Driver of the week: Neal Venter

Link Library

Further Resources

Next time…

How to use Instagram for maximum engagement

Social Links