Hello, my name is Alexandra Schieren and I am specialised in international motorsports PR.
I have an education in languages and initially, nothing predestined me for a career in motorsports. I got my first job in this field completely by accident, as somehow, I convinced Toyota’s rally team at the time to give me a job as a press and PR assistant. The first few weeks were intense as I had to learn everything about rallies and racing. I stayed with the team for a number of years until it was found cheating and got banned from rallying by the FIA. A few years later, when I had become the spokesperson and Formula One press delegate for the FIA, I told Max Mosley the story. He found it very funny.
Since then, I have spent two decades working as a communication specialist in the international motorsport business. I worked in numerous motorsport series, for a rally team, an international communication agency, the world governing body FIA and a multi-national corporation.
After having travelled the world with Formula One for over a decade, I decided that I had seen enough of airports and hotels. That’s when I started my own company, AS Sports Communication, in 2016.
I am still passionate about racing, and international sports communication is a fascinating field. Today I am putting my knowledge and experience at the disposal of racing drivers, teams, sponsors, circuits, series and motorsport affiliates who want to build, maintain or improve their public profile with the help of tailored media and public relations.
But before you decide to work with me, here’s a list of what I am good at:
Advise on and support with all motorsport PR matters: With nearly 20 years of experience in international motorsports PR, I am today in a position to pass on my knowledge to young drivers to help them grow into this high-pressured and high-performance world that is international racing and to help experienced drivers to manage their media exposure. I also advise and support established teams, racing series, circuits and affiliated companies on how to manage their external PR to get the best return on their motorsport commitment.
Generating media coverage: I have generated extensive media coverage (print, online, TV and radio) with media outlets like the BBC, CNN, RTL Germany, TV3 Spain, Canal + France, International Herald Tribune, The Times, The Guardian, Frankfurter Allgemeine Zeitung, Bild Zeitung, Gala Germany or l’Equipe France, to name but a few.
Building and managing media relations: I have worked with hundreds of media representatives from all over the world from TV, radio, print or online media. The result is established relationships which have grown over the last 20 years. So whether you would like to pitch a particular story, invite a specific journalist for a media event or tell a media representative your side of the story, chances are I can help.
Being a spokesperson and first point of contact for the media: I was the media spokesperson for the motorsport governing body (FIA) and Pirelli in Formula One. I have replied to many journalists in different languages, arranged interviews and prepared spokespeople on how to reply to media inquiries.
Handling a crisis from a media and PR point of view: I was in the eye of the (media) storm when Toyota Team Europe got found cheating at a WRC event in the late 90’s and while at the FIA, I survived a number of Formula One ‘gates’ like Spy-Gate, Lie-Gate, Singapore-Gate and the (in)famous Mosley-Gate. I also handled the media following the serious accidents of Robert Kubica (Canada 2007) or Felipe Massa (Hungary 2009). Not to mention Pirelli’s difficult third year of their return to F1 when a number of tyres blew up, mainly at the 2013 Silverstone GP.
Writing and editing: Whether it’s a press release, a media kit, a blog article, an interview, or website copy, I have written a few of those. My main working languages are English, German and French but other languages are possible too. If copy already exists, I will edit it for you to make sure it fits your target audience.
Setting up and running media facilities at motorsport events: I worked on the media staff at different international races for many years and I was in charge of the set-up of the media facilities and operations at the inaugural Chinese and Bahrain Formula One Grands Prix in 2004. While working for the FIA I was also responsible for the overall management of all media operations at every Formula One race world-wide (400+ media representatives; 50+ local staff) for a number of years.
With Simon Pagenaud, unveiling the Indy 500 Borg Warner trophy
With Sebastian Vettel during the Belgian Grand Prix
What others wrote about me
"I needed to develop my communication in France and I had heard of Alexandra Schieren. I needed someone that could work from France while I am in the USA, someone disciplined and organized. AS Sports Communication is the most thorough and professional team I have ever worked with in PR. I would recommend them without a doubt!"
Simon Pagenaud – Team Penske IndyCar Driver and winner of the 2019 Indianapolis 500
"We have worked with Alexandra on a couple of occasions to organize and run PR activities for IndyCar in France. The victory tour for Simon Pagenaud on the occasion of his Indy 500 win in 2019 stands out in particular. A full week of events, which included the unveiling of the BorgWarner trophy, two full days of media interviews and numerous live shows in various parts of France, were organized perfectly and with outstanding results. Alexandra has an extensive knowledge of the French media market and the contacts to go with. She manages the most stressful situations with a smile and her professionalism and attention to detail make her a perfect partner for us. I can recommend Alexandra to anyone who is looking for positive results from their PR activities in France."
MARK D. MILES | President and Chief Executive Officer
PENSKE ENTERTAINMENT CORP
"AS Sports Communication and Alexandra Schieren support the German “Deutscher Sportfahrer Kreis“ (DSK), the organization of pilots, managers, stewards, enterprises and also spectators in promoting motorsports in a very effective and professional communication strategy including derived measures. DSK is the largest European organization of its kind with some 13.000 members. We are the special interest association for active driving within all of motorsport’s disciplines, including track day driving on four or two wheels. With the expertise of Alexandra, we have improved our public visibility and interaction with important German and European media. Her background is really excellent to contribute as a sounding board, thus providing an external view on our public relations strategy. AS Sports Communication delivers value to the DSK."
Dr. Karl-Friedrich Ziegahn, President, Deutscher Sportfahrer Kreis e.V.
"Alexandra has an extensive 360-degree understanding of how the media works in every area, together with the rare and intuitive ability to get on with everyone. That’s undoubtedly down to her multi-cultural and multi-lingual background, which means that she can cover a huge amount of ground in a short space of time on any campaign, thanks also to an impressive network of international contacts. Somehow, she manages to combine all of that with an innate cheerfulness and positivity, which makes her a true pleasure to work with as well as a model of professionalism and efficiency."
Anthony Peacock, Managing Director
"I first met Alex at the inaugural Chinese Grand Prix. She was leading the communication team tasked with setting up the F1 media centre and all related press activities for the event Promoter. I was immediately impressed with her professionalism, effectiveness and commitment in managing the most challenging of media markets F1 had encountered to that point. [.... ]
I have nothing but praise for Alex and anyone fortunate enough to have her in their organisation will quickly realise the benefit of working with such an experienced and talented communications professional."
Richard Woods - Communications and Strategy Advisor - FIA
"Alexandra is one of the best PR persons I have worked with during my stint as PR at Fuji International Speedway. Punctual, precise yet understanding the domestic media needs in a foreign country, it was not only a pleasure, but a great learning experience for me as well. With a wide and deep proficiency in language, I highly recommend Alexandra in the field of international PR."
Jun Terashima - Communications Director - Dentsu Meitetsu Communications Inc.
I specialise in motorsports media and public relations. So whether you are a race driver, a team, a sponsor, a circuit or otherwise affiliated with national or international motorsport, here's how we can work together.
How do you get published in your target media with the story you would like to see? How do you get your message across?
In motorsports, a lot is about image. And that’s not just what people see but also what they read. Does your copy reflect your image?