PGA Championship Public Relations Executive Summary
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93rd PGA Championship Public Relations Executive Summary PGA Club Professional Summary Play Golf America Summary Government Relations PGA Championship/CSE Public Relations Summary Additional/Miscellaneous Media Clips 93rd PGA Championship 20 PGA Club Professionals Executive Media Summary Contents: Top Line Media Summary Media Outlet Coverage Select Media Outlets/Clips Top Line PGA Club Professional Media Summary The PGA Media and Public Relations staff utilized a multi-tiered effort to promote the 20 PGA Professionals, who represented 18 states and 17 PGA Sections. In addition, PGA Master Professional Rick Anderson, the PGA Director of golf at Atlanta Athletic Club was one of the most featured host professionals ever in PGA Championship media coverage. In early July, we reached out to the top 20 to coordinate a second-of-its-kind group photo of the participating PGA Club Professionals and had several followup coordinating alert emails. They gathered with the Wanamaker Trophy on the 18th green. The photo and a news release was transmitted to PGA Sections, PGA.com, player hometowns, golf industry publications and Georgia media. PGA Magazine published the photo in its September issue, as part of Championship coverage. PGA.com promoted the photo and story on the top 20 on the micro-site the week of the PGA Championship. The Media Relations staff worked closely with New York Times golf columnist Bill Pennington, who wrote a feature story on the 20 PGA Club Professionals who were competing in the Championship. The story was the most viewed sports story on NYTimes.com on Thursday, Aug. 11. Danny Balin, Brian Cairns, Stuart Smith were featured and quoted in the piece. Craig Stevens and Sean Dougherty also were featured. All 20 PGA Club Professionals received local media coverage prior to, during or following the 93rd PGA Championship. The local media included T.V. affiliates, web sites and daily newspapers. 1 Other Public Relations Initiatives Included: A PGA Club Professional specific e-kit was sent to local media for 20 PGA Professionals on the Monday prior to the Championship. Interviews were conducted with all 20 PGA Professionals throughout the PGA Championship, with quotes transmitted and performance information sent to hometown media. Many of the interview transcripts were used by local media for stories on the local PGA Professionals and also included in online content. We conducted web interviews with six PGA Club Professionals during PGA Championship week. They included two interviews with Low PGA Club Professional Mike Small following his third and final rounds. The web interview link was posted on the 93rd PGA Championship micro site on PGA.com and on the homepage of PGALinks.com. Nearly 1,800 unique visitors watched Web interviews during the Championship. Interviews included: Danny Balin, David Hutsell, Brian Cairns, Bob Sowards and Mike Small. Mike Small, Hutsell and Marty Jertson appeared on Sirius XM Radio to discuss the opportunity of playing in the PGA Championship. Hutsell also conducted a Skype interview with “Capital Golf Weekly” leading up to the Championship. Danny Balin appeared on Golf Channel’s “The Golf Fix,” where he discussed instruction and competing in the PGA Championship. Craig Stevens and Scott Erdmann were interviewed by Golf Channel’s “Morning Drive,” to discuss their PGA Championship experience. Being the only Georgia PGA Section qualifier, Stevens was also interviewed on site by many local Georgia media. 2 During the CBS Friday, Aug. 12 Highlight program, Scott Erdmann was featured along with Ernie Els. The two shared a practice round earlier in the week, and are parents of an autistic child. Following his final round of play, Small was interviewed by PGA Video (Thaler Media), PGA.com (during live streaming coverage of the Championship) and Sirius/XM Radio to discuss his experience of making the cut in the 93rd PGA Championship and being the Low PGA Club Professional. The Communications Department assisted the PGA Broadcasting Department in selecting five PGA Professionals who earned PGA Championship berths to be featured July 31 in the CBS-sponsored “Road to the PGA Championship” one-hour special. “The Road to the PGA Championship" was produced by the Golf Channel also airs on Golf Channel four times leading into the PGA Championship. Media Outlet Coverage Publications/Media Outlets All 20 PGA Club Professionals received local media coverage prior to, during or following the 93rd PGA Championship. The local media included T.V. affiliates, websites, daily newspapers and section websites. Media Outlets below: Danny Balin – New York Times, Greenwich (Conn.) Time, Greenwich Post, Maryland News, Golf Channel (The Fix) Brian Cairns – New York Times, Observer & Eccentric (Mich.), Petoskey (Mich.) News, T.V. Affiliate in Detroit Todd Camplin – Southern Pines (N.C.) Pilot, Fayetteville (N.C.) Observer, Bradley Braves Athletic website Jeff Coston – Bellingham Herald (Wash.) Sean Dougherty – Suffolk News Herald, Kansas City Star, T.V. Affiliates in Wilmington, N.C./Kansas City, Mo. Scott Erdmann – Golf Channel (Morning Drive), The Oregonian, Portland Tribune, Lake Oswego (Ore.) Review, T.V. Affiliate in Portland, Ore. David Hutsell – Baltimore Sun, T.V. Affiliates in Baltimore, Md., Capitol Golf Weekly, Sirius/XM Radio Faber Jamerson – Richmond Times-Dispatch, CBS-6 Richmond, News and Advance/Progress (Va.), T.V. Affiliates in Richmond, Va./Roanoke, Va. Marty Jertson – Golfweek, Arizona Republic, Sirius/XM Radio Brad Lardon – Rice University Athletic website, Houston Chronicle, Bryan (Texas) Eagle Rob McClellan – Butler Eagle, Pittsburgh Post Rob Moss - Cleveland Plain-Dealer, Akron Beacon Journal, Kent State University Athletic website, T.V. Affiliate in Cleveland Mike Northern – Colorado Springs Gazette, T.V. Affiliate in Colorado Springs Dan Olsen – Petoskey News (Mich.), WILX.com (ABC-TV East Lansing) Steve Schneiter – Salt Lake City Tribune, Deseret News Mike Small – Chicago Tribune, Chicago Sun-Times, Sirius/XM, PGA.com, T.V. Affiliate in Champaign, Ill., Daily Republican-Register Stuart Smith – New York Times, Reno (Nev.) Gazette-Journal, Sacramento Bee, T.V. Affiliate in Reno, Nev. Jeff Sorenson – Minnesota Star-Tribune, Mankato (Minn.) Golf Examiner, T.V. Affiliate in Minneapolis Bob Sowards – Columbus Dispatch, BusinessInsider.com Craig Stevens – Atlanta Journal-Constitution, Albany (Ga.) Herald, Golf Channel (Morning Drive), T.V. Affiliates in Atlanta, Sandy Springs (Ga.) Patch 3 (The below media outlets are only a portion of the entire coverage) Media Outlets: Arizona Republic Atlanta Journal-Constitution Baltimore Sun Chicago Sun-Times Golfweek Houston Chronicle Kansas City Star New York Times Palm Beach Post Pittsburgh Post-Gazette Reno Gazette-Journal (Nev.) Richmond Times-Dispatch (Va.) Sacramento Bee Southern Pines Pilot (N.C.) Media Placements (See bottom of summary for selection of featured clips) 4 IMMEDIATE RELEASE Contact: Bob Denney August 14, 2011 561/624-8582 [email protected] THREE-TIME NATIONAL CHAMPION MIKE SMALL CLOSES BIG WEEK AT ATLANTA ATHLETIC CLUB AS LOW PGA CLUB PROFESSIONAL JOHNS CREEK, Ga. – For the second time in five years, Mike Small of Champaign, Ill., rose to the top among his peers to stand on the 18th green for a crystal bowl tribute in a PGA Championship. The men’s head coach at the University of Illinois, who has built the cold-weather school into a top-10 collegiate golf powerhouse, turned in an 8-over-par 78 Sunday at Atlanta Athletic Club’s Highlands Course. Though not the 18-hole finale he had wanted, Small’s 72-hole total of 12-over-par 292 represented the top effort among 20 PGA Club Professionals in the Season’s Final Major. “It was great to have my family there and supporting me. I didn't finish how I wanted to but there were spots and places where I played well,” said Small, who competed in his 10th career major and made his third cut in seven PGA Championship appearances. “It was just special to compete and represent PGA members everywhere. It doesn't get much more special than that. I was pulling all week for ‘Strick’ [Steve Stricker] and D.A. [Points]. They are both Illinois guys and it would have been really cool to be on the 18th green next to them. With any Champion on the 18th green, it's cool, you can feel the energy from them.” In 2007, Small stood on the 18th green at Southern Hills Country Club in Tulsa, Okla., and accepted the crystal bowl before the Wanamaker Trophy was presented to four-time PGA Champion Tiger Woods. Now it’s back to work for Small, who said that any appearance he makes in a PGA Championship elevates his recruiting at Illinois. “I have to get recruiting,” he said with a smile. “I need to see where my team and players are at and get back to the grind.” Ever the competitor, Small said that his even-par start on the front nine had him believing that he could turn in his best round of the week. “I really started well but got into trouble and it went sideways a bit,” he said. “If you are not able to hit the fairways, you are in a lot of trouble on this course. This is the fastest and driest major I have ever played in, but it was fun to represent all the members of The PGA of America. In the end, only one guy leaves happy from every tournament. It's the guy that wins. It's still a great experience every year.” --more-- PGA Club Professionals in the 93rd PGA Championship Mike Small, Champaign, Ill. 73-71-70-78—292 Did Not Make 36-Hole Cut Bob Sowards, Dublin, Ohio 69-76—145 Steve Schneiter, Saratoga Springs, Utah 72-76—148 Sean Dougherty, Overland Park, Kan. 74-74—148 Jeff Coston, Blaine, Wash. 76-73—149 Rob McClellan, Butler, Pa. 78-72—150 Mike Northern, Colorado Springs, Colo.