Social media is a platform that can ultimately make or break the public relations strategy of any organization. As I’ve mentioned before, PR practitioners working in F1 must navigate the tricky intersections of working in tandem with the individual drivers, teams, sponsors and other stakeholders involved. Each team and the overarching Formula One institution all have different approaches to social media and communications, and some stand out out more than others.

McLaren Racing’s social media strategy is a masterclass in strategic public relations. Using honest and authentic storytelling, McLaren is able to make its brand positioning clear and leverage fan engagement into loyalty.

Consistent brand positioning and messaging are imperative to maintaining a positive reputation, which can serve as a lifeline during difficult periods.

McLaren’s social media strategy focuses on creating two-way relationships with its audience. Rather than simply promoting sponsors or delivering race updates, the team shares behind-the-scenes footage, personal driver content and fan-focused campaigns that humanize the brand. They understand that the drivers are the most compelling point of connection to the team and make a point of focusing much of the social media content on them. McLaren’s social media platforms, particularly Instagram and TikTok, are chock-full of content that showcases the personalities of their drivers, Lando Norris and Oscar Piastri.

McLaren’s approach “puts the fan at the center of the experience” by focusing on storytelling that connects emotionally (Forbes, 2022). From TikTok trends to meme-worthy moments, McLaren builds loyalty by showing the unscripted and sometimes unpolished side of its drivers and team.

This approach reflects a core public relations principle: fostering mutually beneficial relationships with stakeholders. Fans feel closer to McLaren because they see the faces behind the helmets and engineers behind the strategies, making them not just spectators but emotionally invested supporters.

One of McLaren’s strong points is its careful alignment of driver personas with the brand image. The way the driver’s personalities are presented reinforces the team’s fun yet competitive spirit and echoes the team’s messaging that they do not have a number one driver, despite some contention of that notion by others. As The Athletic observed, McLaren’s drivers are key assets in building loyalty because “fans today often engage first with individuals before fully aligning with teams” (The Athletic, 2023).

Interactive content, such as quizzes, Q&As, and fan-designed helmet competitions, further reinforces engagement by inviting audiences into the brand experience. This participatory model encourages deeper emotional investment, crucial for long-term brand loyalty.

Through strategic content creation, consistent branding and a commitment to positive engagement, McLaren Racing exemplifies how a Formula One team can leverage social media in public relations.

Forbes, 2022, “How McLaren Uses Storytelling to Build an F1 Fanbase”
The Athletic, 2023, “Drivers as Brands: The New F1 PR Playbook”
Motorsport.com, 2023, “McLaren’s Sustainable Racing Strategy Unveiled”