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THE ART OF COMMUNICATION

NASCAR drivers communicate in many different ways, to many different people and on many different levels.

They’re communicating with their crew chief and crew members. They’re communicating with officials, sponsors, fans and each other, to name a few.

And then there’s communicating with the media...

Guess which one takes the most training? Or rather, guess which one takes the most thought?

It has to be talking to the media, hands-down.

Right from the start of their careers, NASCAR drivers are often schooled in how to present themselves to the media. Some take the Dale Carnegie Course, while others are taught by their teams and sponsors to present themselves in a professional and constructive way, whatever the situation – good or bad.

Joey Logano, for instance, went through media training with The Home Depot before he ascended to the seat in the No. 20 Joe Gibbs Racing Home Depot Toyota Camry in 2009. Companies spend millions of dollars to make one driver the face of their marketing efforts inside the sport, so it stands to reason that they want to take care of that investment.

The Toyota drivers and team personalities in the paddock are a media-friendly bunch, and they know that fans appreciate drivers able to show their personalities and express valid opinions. Team owner Michael Waltrip is a prime example. He’s a quotable driver of long standing, and he’s been a media member himself for several years. He sees it from both sides.

Not only has he got an infectious sense of humor that is perfect for TV, but he also gets it, in that he realizes that while NASCAR racing is a serious sport, it needs to be fun as well.

Waltrip is as comfortable in front of the camera as he was behind the wheel of the No. 55 NAPA Toyota for the past several seasons. Watch a NAPA or Aaron’s commercial and you’ll know that’s the truth.

Marcos Ambrose is another big hit on TV. As a champion of V8 Supercars in Australia, Ambrose was as close to a national hero in his native land as you can get, and he has plenty of charisma and experience at it. The driver of the No. 47 Toyota Camry from the JTG Daugherty stable is another example of media training mixed with personality, and his regular appearances in front of the camera are helping build NASCAR’s popularity “Down Under.”

“I’m pretty comfortable in front of a camera,” says Ambrose. “I love being in NASCAR, being a part of it and I want to convey that enthusiasm and get the message across. I think NASCAR fans want to see us as real people, not just a bunch of guys rolling out bland soundbites, so it’s important that drivers try and be as natural and relaxed as possible in front of a camera. Sure, that’s easier for some people than others, but that’s where media training can help – it’s not trying to invent a personality for you, it’s helping you to bring out your own personality and connect with the fans better.”

But what happens when the heat of the moment takes over? When something bad has happened on the track and the driver is presented with a microphone and an eager interviewer?

NASCAR drivers are by no means shrinking violets when it comes to expressing an opinion, so it can be interesting, to say the least.

Kyle Busch, driver of the No. 18 JGR M&M’S Camry is no stranger to having microphones and TV cameras in his face. He’s also no stranger to controversy. He manages to take care of both ends of the business just fine.

On the subject of saying things that get you in trouble with the people in the big yellow transporter at the head of the garage, Busch says it comes down to understanding where to draw the line. Sure, fans want to hear what their driver really thinks, but sometimes some opinions are best saved for behind closed doors.

“You can pretty much say whatever you want, whenever you want,” he says. “But when it comes down to the integrity of the sport and stuff -- if you ever thought you were going to touch something that you shouldn't, that's where it's at. You can talk to them all you want in the NASCAR hauler, but when you do it on TV in front of all the fans and all the followers of this sport, it doesn't do anything but hurt it. For me, it's not in my budget, so I'm not going to say anything.”

So, the next time you see one of the Toyota drivers on TV doing an interview (in good circumstances, or less than ideal), appreciate that they put in as much thought and effort as they do to make their Camrys go fast on the track.

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