In Formula 1, the glamour is obvious. The cars, the drivers, the paddock buzz. But there is another layer that rarely gets explained properly: the communications and PR machinery that sits between teams, sponsors, and the media.

If you have ever seen a team representative standing next to a driver as cameras roll, often recording or preparing for media moments, you have already spotted the people who make the whole media process work. They are commonly called press officers, communications officers, or PR managers. Their job is not just “talk to the press.” It is reputation protection, messaging alignment, crisis control, and sometimes fast training on how to answer questions before the questions even arrive.

One driver, one team, and a whole communications system. That’s the reality of modern F1 media.

The communications officers you see in the paddock

Every F1 team has at least one communications officer. Some top teams can have several on site during a race weekend, depending on workload and media demand.

In places like the media pen or behind garages, these officers are often recording interviews on a phone. The point is not casual capture. It is operational control and accountability.

Those recordings are saved for future reference, and they are rarely left untouched. Initially, they may be cut up and shared internally with management and other communications staff so everyone is aligned on what was said.

Internal alignment is step 1. If multiple people need to use or respond to quotes, they need the exact wording, timing, and context.

How interview recordings get used

The usefulness of those recordings shows up quickly across different parts of a team:

• Press releases: quotes can be selected and formatted for official team statements.
• Social media content: teams can pull messaging that fits their public voice.
• Sponsor updates and internal staff: some audio gets shared beyond the media room to keep partners and colleagues informed.
• Context repair: if a driver’s comment is taken out of context by the media, a PR manager can locate the original recording and set the record straight.

It does not happen constantly, but when it is needed, it is worth the effort. Having the source material ready is part of protecting both the driver and the team from unintended misrepresentation.

Coaching and education for drivers

Media training does not just happen once at the start of a year and then get filed away. Communications teams use the recorded interviews as a learning tool.

For younger drivers especially, comms staff might sit down after media sessions and go through what was said, what could have been said differently, and how to handle follow-up questions. This can feel like coaching, and it often is.

At the track, the comms crew may actively prepare drivers for likely topics that come up across a race weekend. The approach is similar to politicians getting talking points from PR teams. The goal is consistency, clarity, and avoiding contradictions.

Media preparation is a performance discipline. Not just “be polite,” but “be prepared.”

How much PR training do F1 teams really do?

The amount of training depends on the talent. Experienced drivers generally need less. For example, established drivers at teams like Ferrari are not starting from zero, so training can be lighter and more targeted.

By contrast, younger team drivers often need more structured support, especially early in their careers or when they move into higher-pressure roles.

That said, all teams will do some sort of media training. It typically includes not only how drivers hold themselves and speak to the press, but also ensuring everyone understands the team’s latest messaging.

A key point here is that messaging is not fixed. Brands evolve, and the communications strategy can change from season to season. If team spokespeople are not updated, you can end up with mixed messages, even when nobody intended to cause confusion.

Messaging differs by brand

Teams do not all present themselves the same way. As an example of how this impacts media work, consider the contrast between Red Bull and Aston Martin:

• Red Bull positions itself as a young, fun, high-energy brand.
• Aston Martin projects a high-end, classy identity.

Communications officers and PR managers want the right people saying the right things in the right tone. It is not about “lying.” It is about coherence.

Messaging is a system, not a vibe. It needs maintenance.

The media pen process: walking drivers to avoid deeper mistakes

The media pen is where interviews become public and permanent. Drivers go there after key sessions such as FP2, qualifying, and the race on non-sprint weekends.

At the media pen, the PR officer often meets the driver at the back of the FIA garage and may walk them to the pen. That brief walk is not idle time. It can involve revisiting talking points or discussing incidents during the race.

Sometimes drivers exit in ways that signal independence. A high-profile example mentioned is Lewis Hamilton leaving with his helmet on, then walking back to his driver room or hospitality suite, speaking to PR, and then heading to the media pen.

But when a driver has been involved in an incident on track and sees it in one way, while the comms team knows the broader reality, the PR manager’s role becomes even more urgent.

The priority is straightforward: talk to the driver before the interview. The purpose is to prevent the driver from digging a deeper hole while they are under pressure and while they lack certain advantages the PR team has.

Communications teams have seen replays, heard commentary, and absorbed the media atmosphere. A driver on track does not have that view in the same way. PR people use that information to help prevent accidental self-sabotage.

Timing matters more than people realize. Preventing a problem early is easier than fixing it later.

Do PR officers speak during interviews?

Typically, press officers do not speak during the interview itself. They may prompt the driver beforehand, but the driver is expected to answer directly.

There was an example of a driver stepping away from the mic after a question they did not want to answer. Their comms manager whispered the intended line so the driver could return and repeat it. It was described as a training moment, and the implication was that the driver needed better briefing next time.

Even silence can be part of the plan. Sometimes the best PR move is controlling what gets said.

Protecting the team, the driver, and the sponsors

At its most basic, the comms role is to maximize and sometimes protect reputation. Media coverage can create value by driving positive stories, but it can also cause damage through negative coverage, misunderstanding, or sensational framing.

The communications job includes minimizing damage as actively as it tries to promote good news.

The biggest story described for 2024 involved Christian Horner’s private text messages being leaked to the world’s media, beginning in Bahrain. The communications manager at Red Bull, Paul Smith, was portrayed as working round the clock, briefing journalists, liaising across leadership and stakeholders, and trying to contain damage in real time.

One point emphasized by an outside comms person was that the team did not give away much. In the media cycle, lack of response can itself become a headline, but the source perspective was blunt: “The silence was deafening.” Whether hands were tied or strategy dictated restraint, the outcome was that communications control mattered.

Crisis comms is not just statements. It is decisions.

Coordinated announcements when drivers switch teams

When drivers change teams, announcements rarely happen randomly. They are coordinated, and communications managers play a central role in timing.

A specific example discussed involved the announcement of Gianpiero Lambiase heading to McLaren. Prior notice was described as being provided, and then a press release and public confirmation followed in a structured sequence.

The takeaway was clear: in many cases, the teams losing the driver issue a press release confirming departure and thanking the driver, followed shortly after by the incoming team confirming arrival and excitement for the future.

This is often discussed between comms managers during the day so both sides manage the media narrative in a controlled way.

Driver transfers are a communications event, not just a contract event.

Managing public moments beyond race results

Communications work is broader than interviews and press releases. It can extend into how people are presented visually and what gets posted publicly.

There were examples from nine seasons shooting the sport of comms people contacting photographers or media creators to amend posts, particularly if something could create unnecessary drama. One scenario involved a controversial guest wearing a team pass. Another involved including an event detail that the team did not want in public.

The underlying principle was practical: better collaboration than opposition. Communications teams want to shape what is visible and avoid misunderstandings that can escalate in the paddock.

When drivers or leaders go off-message

Even with briefing, public comments can still go sideways. Some management is required when statements threaten confidence or sponsor relationships.

One example described was Fernando Alonso commenting that the “kitchen staff” could drive their 2026 car. Even if meant as light humour, it was framed as not instilling confidence in fans or sponsors. The implication is that teams would rather drivers say something more supportive, but they may not be able to force a retraction on demand.

Another example referenced Helmut Marko being known for going off topic. When comments conflict with official team messaging, the media can exploit the inconsistency. That forces comms to rein in statements and try to prevent contradictory narratives.

Off-message moments can become PR problems fast.

How to break into F1 communications

If the role sounds fascinating, the path is often not direct from Formula 1. Many comms people come from journalism backgrounds, and sports marketing agencies can also be a strong start point.

The described route includes coming in through junior ranks and working up. In motorsport specifically, the theme is similar to careers in racing: get in, build credibility, and be noticed by the right people.

Where to look for opportunities

• Journalism roles related to motorsport.
• Sports marketing agencies that manage content and media relationships.
• Motorsport junior comms pathways that allow you to develop the skillset over time.

Who are the key comms power players?

There are many communications figures across the paddock. Some names highlighted included Rosa Herrero-Venegas, Luca Collajanni, Benjamin Ippoliti, Rebecca Banks, Will Hings, Stuart Morrison, Will Ponissi, and Sam Mallinson.

It was also emphasized that there are many others, and people move in and out of roles across seasons.

What separates strong comms professionals is often relational: building relationships, responding quickly with useful information, and maintaining positivity.

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