Career Media Coaching Class To Be Discounted For ASA Racing Drivers

Career Media Coaching Class To Be 
Discounted For ASA Racing Drivers
 
CHARLOTTE, NC - In today's media-driven motorsports world, knowing what
to say, how to say it, and when to say it may be more important than
anything you can bolt on your race car. The world is full of great
drivers who never made it to the top because they couldn't get in the
passing lane in front of the camera, microphone or, perhaps most
importantly, a prospective sponsor.
 
That's why Racing Speed Associates, L.L.C. dba ASA Racing has negotiated
a special rate for all ASA Member Track and Series drivers / owners
looking to participate in the Visioncast/Close Finishes Career Media
Coaching Program.
 
"It's a different world for drivers trying to break into the top
echelons of racing today," says veteran motorsports broadcaster Rick
Benjamin who, along with longtime motorsports media member John Close,
conduct the Career Media Coaching Program. "Twenty years ago, if you
could drive the wheels off a car, that might be enough to get you to the
big leagues. It certainly made you a star at the local level. Today,
speaking well and projecting yourself positively is essential if you
want to be successful in racing. That's true no matter how old you are,
from the local tracks right up to the top levels of the sport."
 
If anyone is an expert on driver media relations, it's Benjamin. The
Charlotte, NC broadcaster had called countless open wheel and stock car
races on both radio and television for the past 20 years. When it comes
to recognizing solid media skills, Benjamin's got a unique perspective.
That's why he says media and public relations training for drivers at
all levels are all but a must in today's sponsor-driven racing world.
 
"The escalating cost of auto racing at all levels has almost put drivers
in the position of having to be a salesperson first and a racer second,"
said Benjamin. "It's easy to see why drivers at the top levels have to
be quality spokespersons. They're on television all the time and they
have to justify multi-million dollar sponsorships both on and off the
track. Considering a late model stock car or a sprint car can cost
upwards of $100,000, drivers at the local level have also had to improve
their interpersonal skills in order to network the kind of sponsorship
dollars just to go racing on a weekly basis. If you want to run fast and
run up front, you have to have the appropriate funding and most guys at
the local level don't have that kind of money."
 
In an effort to give drivers at all levels a fighting chance in the
glare of the media and corporate spotlights, Visioncast and Close
Finishes have discounted the Career Media Coaching program for ASA
Racing drivers. The program, which is facilitated in conjunction with
Close Finishes, features classroom and live camera sessions, and has
been used by several top drivers including NASCAR stars Jimmie Johnson
and Jeremy Mayfield as well as NHRA Pro Stock ace Dave Connolly.
According to Benjamin, the one-day program is beneficial to almost any
racer.
 
"We use the morning classroom session to give the participants an
overview of the different kinds of media, how they work and what to
watch out for," stated Benjamin, who this year will call everything from
Champ Car racing to Modifieds on the Syracuse Mile. "We talk about key
themes and how to get your point across. There's also emphasis on
working with adversarial media and dealing with stressful race-related
situations.
 
"In the afternoon session, we put the participants in interview
situations in front of the camera so they can get comfortable with the
process," Benjamin continued.  "Just being comfortable in front of the
camera, having the correct body language as well as knowing what to say
and when, is a big advantage. That's not only true in working with the
media, but also very critical when you're standing in front of potential
sponsor who has the financial ability to take your racing efforts to the
next level."
 
While Benjamin's clients have included top stars the likes of Johnson,
Mayfield and Connolly, recent classes have been populated by a number of
"Young Guns" and aspiring racers hoping to quickly advance through the
ranks.
 
"Sanctioning bodies like NASCAR are definitely aiming for the coveted
18-34 year old demographic," said Benjamin. "Those are the people buying
tickets, souvenirs and sponsor-related products and that's why we're
seeing so many 'Young Guns' - drivers in their early 20s - getting great
rides. One of the first things these young drivers are recognizing on
their way up is they need to work well with the media and be able to
sell the sponsor's product. "
 
And what about Media and Sponsor Training for drivers who will never get
to the big leagues? According to Benjamin, it's still a worthwhile
exercise.
 
"If you want to go fast and win races, you have to have the right
financial backing," said Benjamin. "It doesn't matter if you're in a
Street Stock or a Nextel Cup car. Being able to present yourself well is
key to getting the right funding. With it, you can win races and maybe
advance your career. Without it, you're just driving in circles."
 
For more information on the Visioncast/Close Finishes Career Media
Coaching program, please contact Rick Benjamin at rickben@earthlink.net.