Why B2B PR is Like Formula One Racing

By Lucy Figiel, Associate Director, PR

I recently spent the weekend watching the Chinese Grand Prix - something I’ve become slightly obsessed with thanks to Drive to Survive - and it got me thinking: F1 isn’t worlds apart from B2B PR. Yes, one is a high-speed, adrenaline-fueled motorsport, with champagne showers, while the other… isn’t. But if you look under the hood (ahem, excuse the pun), the two have a lot in common.

Here are three reasons why B2B PR is essentially the Formula One of the communications world.

1. Smart strategy outperforms in a competitive landscape

F1 isn’t just about putting the fastest car on the track and hoping for the best. It’s all about strategy. Each team spends days developing a smart race strategy, considering their goals, who they’re up against, and their assets. 

This isn’t far from how we would approach B2B PR. It’s about understanding the landscape, positioning your brand effectively, and using smart tactics to break through the noise. Just like an F1 team needs the right pit stop strategy and tyre management, PR pros need the right mix of media outreach, thought leadership, and storytelling to cut through the competition.

2. Data-driven decision making wins

Drive to Survive is a real eye-opener to the immense real-time data involved in racing. Sensors, fuel efficiency, and to-the-minute weather conditions are crucial to making split-second decisions that could mean the difference between victory and failure. 

Similarly, B2B PR today is powered by data. PR pros use analytics to measure anything from media coverage to engagement and messaging. By continuously analysing what works and what doesn’t, both F1 teams and PR experts can adjust their approach to maximise performance.

3. Consistency matters

While F1 races are won in hours, championship titles are secured over an entire season. Teams must deliver consistent results race after race. The same applies to B2B PR. A single campaign may create buzz, but true brand authority is built over time through sustained media relations, content marketing, and thought leadership. Just as in F1, where teams develop high-tech cars year after year to stay competitive, B2B PR requires ongoing refinement, adapting to industry trends and keeping messaging fresh.

The final lap

The best teams - whether in racing or PR - aren’t just fast; they’re strategic, adaptable, and always playing the long game. So, if you want to see results in B2B PR, maybe it’s time to think like an F1 team - stay sharp, move fast, and always aim for the podium. You could be the ones popping the champagne.