What is PR and why do I need it?

The Chartered Institute of Public Relations defines PR as: "Public Relations is about reputation - the result of what you do, what you say and what others say about you.

"Public Relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its public."

How your manage your reputation can happen in a number of ways, from how you present yourself at the track, through to how you talk about your sponsors on social media. While we'll touch on all that in this course, press coverage will be the focus as this one of the largest elements of PR and the hardest to get right.

Press coverage can be as simple as getting your race wins printed in the local newspaper, or it could be as in depth as a detailed documentary on your racing career.

Press coverage includes anything in newspapers, magazines, online, on the radio or on television. Some outlets will have more reach and relevance than others but all coverage is worth something then it comes to building your audience and getting your brand beyond motorsport. This is all key when it comes to landing sponsors.