“If your team wins, you don’t have time to be tired!" The work starts when the chequered flag is waved. Just after the finish, you have to interview the drivers and key people in the team to add to the press release that has to be written, published online and sent to journalists.

 “A team has a few days in which to reap the PR benefits of a win. Especially where television and radio are concerned. Other channels are less time-sensitive. A PR officer will try to get interviews on television, radio and online media. You also have to make sure that all the car manufacturer’s sites and departments have the relevant photos to publish in the specialist, national and local press. And you mustn’t forget to thank sponsors and communicate within the company too, by organising celebratory events for staff."

A driver’s PR officer has an extra role to play: "Some drivers have columns in specialist magazines so their article has to be submitted by the deadline and it’s not easy to motivate a driver to write when he or she is disappointed or busy celebrating.

When your team doesn’t win, there is less pressure, but PR officers prefer a good result all the same!"

Photo: Fiona Miller in the press room at the 24 Hours of Le Mans.