What strategy do you have to make the most out of the off-season?
I don’t really change my strategy too much compared to the normal season. I think it’s important to have consistency so that there isn’t a big difference in content between the season and the off-season. Of course you have to get a little bit more creative during the off-season to put out content that keeps our clients relevant in the media and on social.
Was there anything you took away from the 2020 season that you want to work on for the upcoming season?
I learned a lot from the 2020 season especially with limited access at events (or even going to events at all). It’s taught me to think outside of the box when it comes to different strategies on social media and that is definitely something I will take with me moving forward.
How do you continue to push yourself year after year?
During the off season I make sure to take some time to sit down and reflect on some of the tactics that I used throughout the year and to see which ones performed well and which didn’t. I’m a big data nerd, and I really enjoy looking at all of the end of year numbers and putting a meaning behind them. I also think it’s important to stay on top of new trends and make sure that I do some research to see what is popular and what I can implement into our clients plans.
What tools do you use to find inspiration and trends for social media content?
I have all different types of social media platforms to view certain trends. With video content becoming such a strong thing, I’ve even found Tik Tok to be helpful and just to spark some ideas of my own. I still go on Pinterest for different design ideas as well.
What are some goals you have for yourself as a PR representative that you want to achieve?
I always want to continue to build my network of media relationships. PR is so heavily focused on media and media pitching, none of those things would be possible with having strong and trusting relationships with media members. I also want to continue to be a leader in the industry and be the first person to try new things with press releases (i.e. changing up a press release format) or try new things on social – rather than seeing a trend and hopping on the bandwagon after the fact.
What is one piece of advice you would give to someone interested in motorsports public relations?
My advice would be to create new relationships with all kinds of members of the media. And as important as it is to create new relationships, it’s also important to maintain them as well. When you can build trust with members of the media and be a reliable source for information, it will be much easier to get your client’s story and message out there.
What is one thing that happens during the off-season work people don’t normally see or know about?
That we still work every day! I always get asked what I do when there is no racing, and we are still doing everything that we normally do during the season just without the travel. We want to make sure our clients stay relevant so making sure we are still brainstorming storylines for the few months that we are not at the race track.
What event on the 2021 schedule are you most looking forward to?
The Nashville GP. This race really excites me because it’s going to be an event, more than just a race. I think that events like this give us a huge opportunity to do some fun things that are outside the box with our clients. This race weekend combines music, food and fun which gives us so many different avenues to explore and create some really exciting and different content.
Being the point for Meyer Shank Racing, how does their move to the DPi class affect how you plan content?
Going from 2 GTD cars to 1 DPi car changes my strategy slightly but not too much. With a team in the top DPi class there are many more eyes on the team since they will be competing for overall wins. With that level of importance I need to make sure that our content is on point, and that the team’s information is translated to media and TV members even more. The Prototype category gets A LOT of TV time so I will need to make sure that all the information is passed along to TV to maximize the on air mentions.
What is your off-season guilty pleasure?
Although I absolutely love to travel, it’s nice to be home and focus on myself for the short few months that we call the “off-season.” I try to focus on being as healthy as possible. I love to cook and with more time at home I make sure that I eat healthy and get back on track after so many months of eating out during the season. I also like to make time for my friends. When we travel so much, there aren’t many opportunities to stay connected with your friends, so to make time for them in the off season is something I try to do as well.
If you could go back in time, what year would you travel to?
In relation to racing I would go back to the ’80s. I think all types of racing in that era was so monumental. Being an Audi girl I have a sweet spot for Audi’s Group B rally car (the sound of that engine is what I’d want the soundtrack of my life to be). I so wish that I could witness one of the rally races with my own eyes. Back in the ’80s there was a sense of danger in the sport which brought some excitement and ‘wow’ factor that you just can’t compare to today.