Publicists: Cogs that make drivers well-oiled machines

Have you ever wondered who the man is with the dark, striking looks standing near Tony Stewart during most TV interviews? You know, the man poised like a bodyguard sporting the FBI agent type ear piece.

Or what about the seemingly always smiling, white-haired gentleman beside or behind Carl Edwards on pit road?

And every time you see Jeff Gordon, you see a strawberry blonde fellow dutifully ushering the driver through the garage never farther than an arm's reach of Gordon.

Who are these men and what are they doing? Are they super fans? Stalkers? Side kicks?

No, none of the above. They are gatekeepers, ring leaders or sometimes referred to as "the man (or woman) behind the man."

They are a drivers' road map in navigating NASCAR's demanding schedules and expectations, because in today's heavily marketed sport, behind every good driver needs to be an even better publicist.

They disseminate the driver's message, protect his image and see that the driver is meeting the demands of the business: appearances, interviews, commercial shoots, charitable obligations, etc.

Storylines today tend to center on driver-crew chief relationships, but I've learned the relationship between a driver and his publicist is equally as important and interesting.

Take for instance Mike Arning. The 30-something Massachusetts native has flanked Tony Stewart off the track for as long as crew chief Greg Zipadelli has steered the driver on the track. The key to their long-lasting relationship, in a business with relatively high turnover, is mutual trust.

Since November 1999, Arning, vice president of True Speed Communication, has ensured that the media, the Cup team and sponsors are getting enough Tony time. It's a delicate balance between all three, which can comprise of hundreds of request in one month alone.

"At the end of the day, Tony is a person, not a thing or an object ... I can't wear him out. I make sure nothing gets in the way of that. It's important that the people who are supporting him via sponsor dollars get the best return on their investment."

He likens the job to that of a traffic cop. And like a good enforcer, publicists need to anticipate traffic jams. (Continued)