Imagine the sport of rally in the 80’s. You just got a postcard inviting you to the next rally and the results from the first event of the year still haven’t shown up in your mailbox (post office a.k.a horseback). You scour “Dusty Times” for a write up, and if you’re lucky, they might mention you in the final results for the weekend. Last week you spoke with Bill (the press guy from the rally) on the phone and told him the crazy story about how you passed car 403 on stage 2 with a millimeter to spare, and bullshitted about how your VW with a cam is faster than those silly Fire Arrows.
In order to get the story out you had to physically type and mail it – or call someone who would do this for you. You flip the pages and head straight for the rally section. Pure joy as you see a grainy shot of you and your co-driver with wheels off the ground jumping your European 4 cylinder. You can just make out the tire sponsor sticker on the back fender. Time to call your pal Mike at the local Firestone. “The team made the paper! Now how about a good price on four new tires?”
A couple hours of hard work paid off, and ALL OF THIS can be accomplished in 5 minutes with your smart phone in 2015, but you still have to be willing to do the work. Occasionally rallies that I go to have dedicated PR, but for the most part though, the organizer is own their own to tell the story. Some organizations are much better at this than others, and you generally won’t see a consistent message from rally to rally. Which is why you have to do it yourself, and keep doing it. It amazes me that we have phones that can send text, pictures, and video directly to outer space – yet I frequently see only 2 or 3 tweets and one dedicated instagram’er from a rally with over 60 competitors. 🙁
Why social? Here’s 5 reasons: People love a good story (and love to live vicariously through you) ; You document your adventure for the future; Cyber spectators (more people are tuning in to get the scoop); You can get help at the event; Support from friends and sponsors!