Background
G-2 Communications staff designed, developed and implemented a process whereby regular communications on a client's motorsport activities were communicated electronically to key target audiences. At the time, this was a highly innovative PR initiative: research had only just showed a rapid increase in the use of the Internet and email by media and other audiences, with penetration among motorsport media expected to exceed 90% by end 1999.

G-2 Communications designed electronic newsletter templates for each of its client's race activities that were distributed globally via the Internet, replacing and/or supplementing traditional methods of pre-race and trackside communication for all motorsport events. While the electronic newsletter concept may eventually replace the "traditional" press kit, the design ensured that audiences that preferred to receive information and data by traditional methods could still do so.

The Objectives
	Distribute client news faster, friendlier and fresher to journalists worldwide.
	Broaden audience to non-traditional motorsports media.
	By producing interesting, timely news stories incorporating clients key messages and then distributing them in a way that their contents could be cut and pasted into media articles, increase the usage of key messages by media.
	Utilize budget savings accrued by avoiding mass printing of press packs to generate a higher number of more interesting and targeted stories to agreed audiences.
	Utilize technology to improve the client's image as a high-tech company with audiences.

Program Synopsis
The electronic newsletter was an immediate success amongst our internal clients and media. This state-of-the-art communication accomplished our objectives by creating attention, generating interest and facilitating actions by key-opinion forming media to the brands and corporation. Integrated with the Public Relations media website, the electronic newsletter became a cross-functional tool allowing media to attain product, industry and motorsports information by a simple click of the mouse.

Results
	Dramatically improved media coverage year after year.
	Significantly improved usage of key messages and assure correct interplay of corporate versus brand messages.
	Greatly improved process to assure convergence between all client and agency users of news and information. (Agreed email distribution list assures immediate distribution of up-to-date information to all users on an ongoing basis)
	Improved process to target non-motorsport audiences quickly, effectively and efficiently.
	Significantly increased traffic to corporate and brand websites.
	No net increase in budget (print costs for press kits used to fund increased volume of stories).
	Recognition from sanctioning bodies as the benchmark for future of motorsports communications.
	Issues exist with some email Internet carriers and corporate firewall servers that prevent large file attachments being accepted. G-2 overcame these issues, however, by developing acceptable alternative solutions to deliver the material electronically to those affected users.