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Rebecca Banks: “You are respected for what you do”

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In our Women’s Week Special 2016 we take a look at the fantastic women in Formula E. First up is Rebecca Banks, director at R:Evolution Communications, who is in charge of NEXTEV TCR’s PR.

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“It was a complete accident! My plan was to be an English teacher but then I started looking into PR and marketing at college and became interested in pursuing a career in sports marketing in football. I had little knowledge of motorsport. Towards the end of my time at college I was offered a placement at Prodrive, the company that at the time ran the Subaru World Rally Team and Ford in touring cars.”

“At the end of the placement the owner, David Richards, offered me a full time position and I ended up spending over four years working there, three of which were in the PR and marketing department of the Subaru World Rally Team. It was a fantastic platform to learn not only about the world of motorsport but also, and I believe more importantly, how to activate PR and marketing campaigns on a global level in a high profile championship with big brand manufacturers and sponsors.”

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“I don’t know if inequality is really the way I would describe motorsport or PR. Of course motorsport is largely a male industry and there are not many women working in it. I remember when I started out they didn’t even make female kit at my team as there was no need – on my first ever rally I was the only female team member in attendance. Things have changed over the years and not only are there women in traditional departments such as marketing, but also in engineering, mechanics and management; there are now two female Team Principals in F1 which is a pretty good ratio. Of course we are still in the minority but I have found that if you do a good job you are respected for what you do in this industry.”

“PR is quite different in that it’s actually quite a female heavy profession. I run my own agency with another female business partner (R:Evolution Communications) and I think that the business world is constantly moving forwards towards equality. We are able to do things in business today as women that even a few decades ago would have been pretty unheard of.”

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“The principles of motorsport PR are essentially the same across all motorsports but there are nuances to every championship that you work in. Formula E is interesting as it has a very fan friendly approach, which allows us to do some nice things. Also, it is a brand new proposition so there is very much an ethos of everyone at the teams and series pulling together to PR the series in the best way possible.”

“The biggest change in our industry has not come from the differences between championships but from the huge changes that have taken place in the communications industry in the past five to ten years. The swift rise of social media and digital has meant that PR’s and championships themselves have had to rapidly adapt.”

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“It’s similar to any other championship. It’s difficult for me personally to judge how it feels for a newcomer, but I have been involved in motorsport for 17 years and have known lots of the people that I see in the paddock for many years in a professional capacity. It is a very comfortable environment for me.”

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“There is a very definite desire amongst the championship itself, teams and drivers to provide as much as they can for fans. From creating unprecedented digital access that means anyone in the world can get under the skin of the championship and their favourite drivers to good access at races where fans can meet drivers at autograph sessions and watch them at the qualifying draw, I believe the way fans can engage with the championship is fantastic.”

“At certain races fans can access pitlane for a pitwalk and the Donington off-season tests are open for fans to attend. The teams also work to set up great opportunities for fans; for example we launched a competition for fans to win dinner with the NEXTEV TCR drivers at the Buenos Aires ePrix, which was a really incredible event to work on, and Virgin Racing launched Fan Fridays this season and have fans in the paddock for tours and meet and greets.”

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“That’s an easy question! Nelson Piquet Jr has been a client of mine for 12 years, since his British F3 days, and he’s like a brother to me. We have been through thick and thin together and, when we first heard of Formula E, he was extremely interested in getting involved as he found the concept very exciting. He worked very hard to get there and started racing with NEXTEV TCR. It was an incredibly hard fought season, as everyone knows, and he won the inaugural championship really against the odds on the very last corner of the last race. That moment in London when we found out he had done it was like no emotion I have ever felt.”

“I’m not someone that generally shows emotion with race results, good or bad, as you are there to do a job when you are at the track and need a level head, but I cried non-stop for about two hours – it was one of the best moments of my life as well as his! That is something special about motorsport; results can provide crushing lows but equally unbelievable and indescribable highs and we were definitely feeling on top of the world that day in Battersea Park.”

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“PR and communications has turned into quite a wide-ranging field and there are now opportunities for lots of different roles within it. Good writing skills and being able to be creative with ideas and story angles are great abilities for across the board. Selling in stories to media is a real skill and you need to have dogged determination and a thick skin! But when you see a story you’ve pitched turn up in print or on screen it’s a fantastic feeling. Social media is now a huge part of PR and ability there is very valuable. We have all become content creators and so basic photography and video skills are also something that is increasingly valuable.”

“Above all, I would say passion for the role is key. I have worked in other industries including football and entertainment and PR skills are transferrable. I would never recommend someone to want to be in motorsport PR in order to be in motorsport. In my opinion, the first passion has to be for the PR first and foremost. I’m lucky that I discovered what I wanted to do when I was quite young! My final bit of advice would be to have some patience – building a career takes time. I started out making coffee, photocopying, putting together press lists and lots of admin. Soak up everything along the way, work hard and you will work your way up and get there. And, by the way, even if you end up some day owning a company, you will still be making coffee and doing admin!”

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Image courtesy of NEXTEV TCR/ R:Evolution Communications

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