Tips from the PR professional

How well do you know the function of a PR professional in the motorsports arena? Did you know one is a New York Times best-selling author? Well, we caught up with Jade Gurss to share a little about him and he decided to share some tips for you.

Can you give us a few of the basic PR tips for drivers on all levels?

There are so many, but here are the basic rules of public relations that apply on all levels in the sport.

1.) Credibility: Your personal and professional credibility is the most important aspect of dealing with the media and the public. People who mislead or inflate their story in an attempt to earn media coverage will learn it is not a winning strategy in the long-term. You have to earn trust and keep it if you're in this sport for the long haul.

2.) Be honest: Media coverage is great when you win, but how you handle yourself after a crash or difficult situation says more about your character. They always say the cover-up is more damaging than the initial crime, so be as honest as you can – even if it hurts.

3.) Know the right messages: Before any interview, keep in mind the messages you want to convey. If you have sponsors, know their brand attributes and what message their brand has to tell. This applies off the track too: you are always representing your sponsor. 24/7/365.