Conversation: Jade Gurss

ATLANTA -- You may not know the name "Jade Gurss," but you certainly know the results of his work.

As publicity coordinator for Budweiser's NASCAR program, he's the man who gets Dale Earnhardt Jr. in front of the fans, whether that's a public appearance, a photo opportunity or an interview.

A Topeka, Kan., native who currently resides in Huntersville, N.C., Gurss sat down to describe what his job is like.

Who do you work for?

I own fingerprint inc., a publicity firm. My major client is Anheuser-Busch, so I suppose you could say I work for Budweiser. They were the key in my getting the business started, and they continue to do so.

What do you do?

I coordinate publicity for Budweiser's NASCAR program. That means anything from writing news releases to pitching stories to media outlets, to coordinating interviews and photo sessions with Dale Jr.

On the race weekends, I turn into a poor-man's bodyguard more that anything, sort of making sure Dale Jr. can get from point A to point B in one piece. When the race starts, I do whatever needs to be done in the pits: time and record pit stops, chart the yellow flags, write down the funny radio chatter between Dale Jr. and the team.

I try to write down or record as much as I can, because you never know when the key moment of the race will take place. Once the race is done, I prepare the media and sponsor post-race recaps as soon as possible.

I also wrote the book "Driver No. 8" with Dale Jr. and I'm in the process of working on another project that I hope can be announced soon.

How did you get started in this business?

I grew up around sprint car (or what we called super modified) races since I was 3 years old. Early on, I think I liked the snow-cones at the concession stand better than the racing, but once you're hooked.

My degree is in broadcasting, and I got lucky and helped cover a few races back when ESPN and TNN had just discovered the sport.

First job in racing?

I was the assistant public relations manager at Heartland Park Topeka, a multi-purpose road course / drag strip / parking lot in my hometown.

What other jobs have you had in the racing industry?

I moved to the Charlotte area in the early/mid-90s to work for Tom Cotter's company. From there, it was on to Ilmor, the CART and Formula 1 race-engine-building arm of Mercedes-Benz. I handled the marketing and publicity at their Detroit-area Technology Center.

What is your favorite part of your job?

It's fun when all the elements mesh and fit together like a huge puzzle -- a great driver who is smart and wonderful with the media, a winning race team and a superb sponsor. I can't imagine a better combination of all of those elements anywhere else in American racing right now, or even in the past 10 years. At the end of the day, you want to feel like you helped sell some Budweiser, and helped publicize the driver in a variety of fun, new and interesting ways... It's all about fun, ya know?

Least favorite part?

No question -- the schedule. The travel is brutal, inhuman. I don't see myself doing this much longer because of that element alone.

What accomplishment or contribution are you most proud of?

That's another no-brainer: writing the book "Driver No. 8." It was part of the publicity plan from the first meeting I ever had with Budweiser. The icing on the cake for me was seeing that people really, really enjoyed reading it, and it made them more interested in Dale Jr. as a young man, not just some faceless athlete. (OK, OK. I admit it - seeing it on the New York Times Best Sellers list for an extended period of time wasn't too bad either.)

A newscast or a newspaper article is a very fragile, temporary thing. They are here and then they're gone. That immediacy is a big part of their appeal, but, with a book, there will (hopefully) always be a fun and historical record of Dale Jr.'s rookie season in Winston Cup. It just feels more permanent.

What event or contribution would you most like to forget?

Well, let's just say that when you're trying to find the next big thing or the coolest new opportunity for your driver or sponsor, sometimes you make a winning pass for victory and sometimes you crash into the wall big time. I at least want to go down swingin'... (It's often easier to ask forgiveness than permission.)

Most memorable moment with Dale Jr.?

I'd say watching him win the Winston in 2000. Unbelievable. That was the night I became convinced that he was an amazing, special talent. The victory lane ceremony was on the front stretch, and it was like a rock concert after he won. Then, we went upstairs to the media center and looked down upon the collapsed pedestrian bridge. It was eerie ... surreal. Emotionally, we went from one end of the spectrum to another in a split second.

Craziest, most embarrassing, or most impressive thing you witnessed Junior do?

Hey, now! This is a family-oriented web site, right?

What is Junior like off the track?

He's more quiet and much more shy than most race fans would suspect.

What surprises you the most about Junior?

Not much anymore. You never know what's going to come out of his mouth next.

What's the coolest thing the two of you have done?

For me, having a music background, going to the MTV Video Awards was about as good as it gets. Sitting there surrounded by U2, No Doubt and sharing Starburst candies with Mandy Moore was pretty damn awesome. On the way to the show, we re-wrote the corny script they had prepared for Dale Jr., and then we slipped our version to the woman that was operating the teleprompter. She typed it right in. We didn't know if it would upset anyone at MTV, but we got away with it, and no one said anything!

What person in this industry or sport do you most admire, past or present, and why?

I'd like to be Dan Gurney when I grow up. He's the epitome of a guy who could get into any type of racecar and go fast, kind of like Tony Stewart or Kenny Schrader these days. But, Gurney had success as an owner and car-builder as well.

His All-American Racing Eagles won in Formula 1, sports cars, Indy cars, you name it. He's a brilliant guy. On top of all of that, he's movie-star-handsome, like a cliché of what a racecar driver should be. A kind of guy that the ladies love and the guys envy.

What change or idea do you wish your industry or sport would consider?

I'd like to see publicity and media relations taken more seriously. Publicity seems to be the last thought of most teams and sponsors. Now, it's treated like a throwaway, like it's not worth the effort. It's a shame that most don't have a real understanding of how to use solid, common sense publicity.

It would keep more sponsors in the sport longer, and provide them a better return on investment. That's what this all about: selling more beer or selling more candy bars or more motor oil. Publicity should be a component of an overall marketing and sponsorship plan.

In my case, imagine the value and the impact of all the coverage Dale Jr. has received from MTV, Playboy, Rolling Stone and so many non-motorsports media outlets. These outlets appeal to the core audience that Budweiser is looking to reach. I understand that not every driver is a Dale Jr. or a Dale Jarrett and not every sponsor is Budweiser -- but it's a missed opportunity for a lot of people in the Winston Cup garage. It hurts the sports as a whole.

What are you proud that your industry has done in general or for the sport?

The new TV package is awesome, and it's now up to those of us inside the garage to work our butts off to bring our sport to a wider and wider audience. The networks are driving NASCAR's growth, but we're helping tune the engine. It's up to the publicity people to help get the word out there.

Americans are no longer one mass audience that has a choice of only three television networks and a single morning newspaper. The outlets for coverage have increased and splintered, but it gives us all so many more opportunities to get the word out about how great our sport is, and how our star athletes are the greatest in the world.

As a sport overall, NASCAR Winston Cup is a great, great show every Sunday -- and a great escape from an ever-increasing unease in this country. For a few hours each week, you can forget about a war-hungry president or the fear of terrorists to watch Ricky Craven and Kurt Busch beat and bang to the finish line or watch Dale Jr. win the first race after 9-11 and then do a victory lap with the American flag flying high. It's a great escape and it's hard to put a value on that.