General
The PR machine is running at full speed: this is how it remains unsettled at Red Bull
- Ludo van Denderen
For those working in the media, here's a recommendation: work as a journalist for a while, and then work on the PR side. It's eye-opening. By gaining experience at both ends of the spectrum, you learn exactly how the journalist and the PR person work and think - and vice versa. With the current turmoil within Red Bull Racing, all this knowledge makes the situation much more manageable.
For the average Formula 1 fan, it may all be hard to follow. One story after another appears in the media, and it is often difficult to judge what is true and what is not. Important to keep in mind here: much of what makes it into the media has been told by someone to a journalist at some point. In any case, during this crisis within Red Bull, the media are inundated with information. F1 media are currently working overtime because there are so many aspects to the case, and often, something can be labelled as news.
PR people adept at playing the media
'Horner has to leave, Horner can stay, Horner goes anyway. And Marko leaves, then he stays again. And what is Verstappen's situation? Will he soon be pulling the door shut behind him at the Austrian team?' These are all topics that have come up recently. How does it come about? There are a number of parties in this matter who have an interest in something being leaked, for example, to damage the other and save their own skin.
PR people are masters of this game. Good PR people talk to the media and give them exactly what they need to make an article: "You didn't get it from me, but..." And, of course, there is the hope - even the expectation - that an article will appear. The journalist is happy with his 'scoop', the 'leaker' happy because the message found its way to the general public. Moreover, the more budget and resources are available, the more a certain side 'leaks'.
Horner understands the game
Anyone listening back to Christian Horner's press conference last week can easily make out what talking points were hammered out in advance with his PR team; Horner emphasised that the investigation into inappropriate behaviour had been completed AND he had been cleared, Horner lauded the support of 'the whole team' and the focus, he said, should now be on the future. Reportedly, the woman who accused Horner is annoyed by how Red Bull's PR machine is trying to create a narrative that, in her view, does not do justice to the situation that has arisen.
Therefore, she was reportedly preparing a public statement. Red Bull's PR people are no doubt already thinking about what message to share with the media in that case. In any case, one thing is certain: we haven't heard the latest news about the struggles within the Austrian team.