Southwest Section PGA: A Case Study

What allows us to fundamentally understand the role that PR plays within the larger framework of a client’s goals?

APPROACH

An independent firm founded in 2003, Russ Christ PR provides senior-level public relations and communications counsel.We help clients achieve their business goals by getting them exposure and credibility unmatched through any othermarketing medium. We strive to exceed their expectations at all times.

Russ Christ has developed a specialty focus on small and mid-sized companies with “innovative" ideas, services andtechnology. Our clients include some of the Southwest’s most exciting and most innovative businesses, including theSouthwest Section PGA, Pine Canyon, Phoenix PMI Chapter, and Imaging Technology Solutions. Russ has also doneproject-based work for a number of companies and organizations.

Russ has personal and professional relationships with key editors and reporters in a wide range of media

He has nearly 20 years experience in every facet of marketing and public relations both inside agencies, corporations and non-profits

An accomplished writer, Russ has been published in numerous newspapers and trade journals under his own or his clients’ byline

His publicity strategies and execution continue to result in features on clients in respected and influential media outlets in the county

Russ holds a bachelor’s degree in English from Hamilton College and has completed post-graduate work at Ohio University.

Media initiatives for the Southwest Section PGA…

Generate increased awareness of The Southwest Section PGA and its involvement in the community

Solidify and develop relationships with local media

Secure profiles of members in local newspapers or magazines, including photos

Significantly assist with Media Day for the Arizona Open

Assist in media buys for year round advertising initiatives including the golf pass, Play Golf America, lesson advantage card

Develop copy for radio advertising

Spend time at the section office to open lines of communication and generate ideas for new PR initiatives

Work with new sponsors to develop press releases to announce their partnership and involvement with the section

Consistently work with sponsors to develop awareness within the section of new products, company initiatives, etc.

Be available for proofing bi-annual magazine and section calendar

Assist in gathering information for each of the above

Contribute articles of interest to be included in the Southwest Section PGA magazine or other publications

Gather printed material for uploading on the sections “members in the news” webpage

About The Southwest Section PGA

The Southwest Section PGA is one of 41 sections of the Professional Golfers' Association of America. Its boundaries include Arizona and Clark County, Nevada. Within the Section is a Southern Nevada Chapter and a Southern Chapter to further facilitate programs within those areas.

Its membership consists of a group of professionals dedicated to making golf a better game. They wear many hats; trained instructor, business manager, accomplished player, personnel manager, junior golf mentor, role model, community leader, rules authority, humanitarian, fund-raiser, and many more as these club professionals are responsible for the day to day activities at many of our golf facilities. The SWSPGA includes nearly 1,400 PGA members and apprentices involved in the operations of more than 350 golf facilities. The Section is the local delivery system for the PGA of America programs and activities to promote the game of golf in this region and to enhance the skills of its members.

In 2007 the SWSPGA hired Russ Christ as a consultant for its media and public relations services.

Russ Christ works with clients like the Southwest Section PGA to create winning strategic public relations plans. We don’t generate publicity for publicity’s sake – we make sure that the results from the PR plan will support and accelerate the business goals of the client.

Media AccessWhen you’re ready to tell your story, Russ Christ can access a media database to create a target list of editors, writers, reporters and freelancers who cover your market. Russ has many direct media contacts as well as the experience to effectively build new ones on a client’s behalf.

Press Release WritingThe team understands that the process of press release writing is a dying art. We still believe in the power of a well-written, correctly formatted and attention getting press release. We also know that these are not works of art that require dozens of agency hours to write. Our writers cut to the chase, creating a release that gets attention but not at the expense of the budget.

Authored ArticlesOur work has been showcased in many major newspapers, Websites and other publications, either under our own byline or those of our clients. We are expert at creating and then placing authored articles in publications that help clients gain credibility.

Customer / Member CommunicationThe advance of the Internet has led to an unprecedented ability to connect with customers or members. In many cases, these are your most important constituencies. Any smart communications professional should make customer communication a critical part of an overall public relations program. We work with clients to make sure that programs and messaging are aligned with customer/member values and impressions of the brand.

Press ToursAgency personnel have been on both sides of the Press Tour fence: the harried account exec making sure that the meetings cometogether as well as the company exec whose business is on the line in each interview. This perspective serves clients well; We make sure that press tours are productive but enjoyable; and ensure our clients are prepped before each interview with the information they need to have a successful meeting.

Increase its visibility with placements in…

The Arizona Republic East Valley Tribune Arizona Golfer Desert Golfer Scottsdale Republic Bunker to Bunker Golf Show KTAR Radio 620 AM Backspin the Golf Show www.azcentral.com Ahwatukee Magazine Southern Arizona Tee Times Tucson Citizen Golfer’s Guide www.azgolf.org GolfAZRadio

…among others

What we did: Media outreach, authored article,

photo shoot coordination and

communication.

The result? Media coverage in regional

magazine.

What we did: Press release writing, media

outreach

The result? Media coverage in several

outlets, including the Arizona

Republic.

The winning team from the Southwest Section PGA beat their amateur counterparts from the Arizona Golf Association for the 25th straight year at the 48th Goldwater Cup Matches in December 2008 at Mesa Country Club.


outreach, photography, interviews



Republic.

What we did: Media query to publisher,

coordination of photography,

authored article.

The result? A four-page piece in a highly-

regarded regional golf magazine.

Curt Hudek, executive director Southwest Section PGA, offers instruction at Play Golf America Day.

What we did: Press release and advertising

copy writing, media

outreach, photography


newspapers, radio stations and

magazines.

Southwest Section PGA Taps

Vito Berlingeri as Marketing Director

For Immediate Release

May 30, 2008

Contact: Russ Christ (480) 577-3698 e-mail: [email protected]

(Scottsdale, Ariz.)-- The Southwest Section PGA announced that Vito P. Berlingeri of Scottsdale has been

named marketing director.

For the last two years Mr. Berlingeri was director of operations/business development for Hot Stix Golf

in Scottsdale. Mr. Berlingeri was directly responsible for the leadership of day-to-day store operations at Hot

Stix, which included a staff of 50 employees in customer service, fulfillment and scheduling teams, club

builders and fitters. Prior to his position with Hot Stix, Mr. Berlingeri was vice president of marketing for

Scottsdale-based Profile Sports- GreenFix Golf.

A former Division I basketball player at Pace University in Westchester, N.Y., Mr. Berlingeri brings

extensive professional experience to his new role with the Southwest Section PGA. He has 20 years of

corporate management, marketing, communication and sales experience with AT&T, Lucent Technologies

and HCI Technologies.

Mr. Berlingeri, along with fellow marketing director Amanda Copithorne, will oversee the marketing and

sales opportunities for the section. Among his responsibilities are marketing/sales for the AT&T Arizona Open,

the Southwest Section PGA’s most prestigious event, and overseeing the success of the Bill Farkas Sr.

Charity Golf Tournament in Support of Junior Golf, which is held in December.


outreach



Republic and Arizona Golfer.


outreach, photography and follow

up to ensure placement.


publications.


outreach

The result? Media coverage in Phoenix

Business Journal.

What we did: Created local angle. Media

outreach to editor and reporter.

Followed up with everyone

involved.

The result? Profile article in Scottsdale

Republic.

What we did: Coordinate photo shoot, press

release writing, media access

and outreach.

The result? Coverage in several

media outlets, including the

Arizona Republic.

What we did: Press release writing,

media outreach.

The result? Media coverage in

golf publication.

What we did: Media outreach, authored

articles, press release, photo

shoot coordination and

overall communication.

The result? Significant media coverage

across a wide spectrum of areas.

What we did: Media outreach, media tours of

property, creative design, and

leveraged relationships with

media.

The result? Arizona-based media coverage.

Marcia Reck, (middle) director of Arizona Adoption & Foster Care, said the money is well timed. “It will make all the difference,” Reck said. “It will help us fund a program to take foster children to a camp in Heber.” Mike Rafferty (left), host of GolfAZRadio, called the AAFC a “very deserving organization.”

What we did: Media outreach,

photo shoot coordination and

press release writing.

The result? Media coverage local

publications.

What we did: Media development and

photography

The result? Improved professional

relationships.

What we did: Created query to publisher,

photo coordination and follow up

communication.

The result? Media coverage in regional golf

magazine.

Jeff McElfresh, VP of AT&T, with amateur golfer Philip Francis.

What we did: Media outreach, photo shoot

coordination and communication.

The result? Media coverage two of the largest

daily circulated newspaper in

state (Arizona Republic and East

Valley Tribune.)

What we did: Media query via e-mail and

telephone.

The result? Placement of article authored by

respected writer.

Trials can't knock Demsey off course

by John Davis - Sept. 10, 2008

The Arizona Republic

What, me worry?

Todd Demsey hasn't adopted that as his motto, but it would be hard to find one that fit any better.

Not that he hasn't had ample reason to fret.

After being sidelined for nearly two years by a ruptured disk and enduring two surgeries to

remove a golf ball-sized tumor from his brain, the former Arizona State All-American has been

through more tough times than your average golf pro.

Yet, none of it has thrown him off that even keel he has maintained since his high school days,

when he was laid up for two months with a fractured vertebra.

"I never really let it bother me too much, even when that stuff was going on," Demsey said. "I

always just felt like everything was going to work out. Consciously, it never really affected me a

whole lot."

Demsey will be playing in the AT&T Arizona Open, which runs today through Saturday at

Desert Mountain in Scottsdale, after receiving a sponsor exemption for the event that he won in

1998.

This year he returned to the PGA Tour for the first time since 1997, earning his tour card in

qualifying school last December by shooting a final-round 8-under 64. This season on the tour

has been an exercise in contrast as Demsey missed the cut in his first eight events and made the

cut in seven of his past 10. That leaves him 202nd on the money list and in need of a strong push

during the Fall Finish, which will include the Frys.com Open at Grayhawk Golf Club in

Scottsdale, Oct. 23-26.

"It works well with my schedule to play (in the Arizona Open)," Demsey said. "I was able to take

a couple weeks off, and now I can get back in competition before the final push. I had played 10

out of 12 weeks, and I really needed a break.

"Early this year, I wasn't really playing bad. I was missing cuts by 1 or 2 shots. I had used a long

putter for a long time and switched to a regular putter because I thought I could get on some

better runs with it, and it took time to get used to it."

Demsey, who grew up in San Diego, had a stellar amateur career, which included an NCAA

Championship at ASU, where he teamed with Phil Mickelson. He had a 3-0 record in the Walker

Cup in 1993 as a teammate of Justin Leonard and was Tiger Woods' teammate on the winning

1994 World Cup team.

What we did: E-mail query to reporter.

The result? Preview article in major national

newspaper.

Top (left to right)

Ashley Robison from the Phoenix Children’s Hospital Foundation accepts a $10,000 check from AT&T’s Jeff McElfresh.

The Southwest Section PGA announced that Larry Miller Toyota in Peoria has was named the presenting sponsor of the 2008 AT&T Arizona Open. Joe Dennis speaks at the Pro-Am.

Vito Berlingeri (orange shirt) presents awards after the Pro-Am.

Bottom (left to right)

BB Smokes’ owner and SWSPGA sponsor Brad Berko poses with Curt Hudek from the SWSPGA.

Three-time champion Danny Briggs easily wins the Pro-Am.

What we did: Media outreach, press release

writing, photo shoot coordination

and communication.

The result? Documented event history via

photos and news clippings in

local media..

What we did: Media outreach, press release

writing, e-mail blast and follow up.

The result? Media coverage in statewide

publications.

Larry Miller Toyota Named Presenting Sponsor of 2008 AT&T Arizona Open

Scottsdale, Ariz. (July 28, 2008)--The Southwest Section PGA announced today that Larry Miller Toyota inPeoria has been named the presenting sponsor of the 2008 AT&T Arizona Open. The prestigious 54-hole,stroke play championship will be conducted in North Scottsdale at Desert Mountain’s Apache Course fromSeptember 11 to 13.

Joe Dennis, general sales manager of Larry Miller Toyota, which has a 25-year history in the West Valley, isexcited about the partnership. Mr. Dennis said Larry Miller Toyota is one of the top Toyota dealerships in theDenver (Western) region and one of the top six Internet dealers in the U.S.

Larry Miller Toyota, one of the largest Toyota automotive dealerships in Arizona, also has a full servicedepartment, rental cars and used cars. “This is an exciting opportunity for Larry Miller Toyota to be involvedwith professional golf, the Southwest Section PGA and the 2008 AT&T Arizona Open at Desert Mountain,”Dennis said.

The second longest-running professional event in Arizona behind the PGA Tour’s FBR Open in Scottsdale,the AT&T Arizona Open is also one of the most prestigious events of its kind in the United States. “That’sprimarily because of our players and our generous sponsors,” Curt Hudek, executive director of theSouthwest Section PGA, said. “It always has one of the best fields and largest purses in the country andthat’s because of our players and the involvement of companies like AT&T and Larry Miller Toyota.”

Scottsdale resident Julien Trudeau is the defending champion. He won the 2007 AT&T Arizona Open at TheGolf Club Scottsdale.

What we did: Media outreach, authored article

and press release, coordinated

photo shoot.

The result? Media coverage and

photography.

What we did: Media outreach and press

release writing.

The result? Media coverage in regional

magazines, newspapers, radio

and more.

Greg Bruckner, the 2003 champion, easily birdied the 54th hole in regulation to get to 18-under, but lost in a one-hole playoff to Mike Ferris.

What we did: Media outreach, authored article,

photo shoot and interviews.

The result? Media coverage, photography.

Ferris, who works at Desert Mountain, and lives in Scottsdale, poses with championship trophy from the 64th AT&T Arizona Open, contested at the Apache Course September 11-13, 2008. He collected $20,000.

Mike Ferris pounds his drive 365 yards down the first fairway during the final round. “I had an inner belief in myself the last couple months,” he said. “These last two tournaments (he won Desert Mountain’s 2008 staff championship) I’ve committed myself to going out and winning.”

What we did: Media outreach, leveraged

relationships, press release

writing.

The result? Media coverage in respected

newspaper.

What we did: Photo shoot coordination and

communication.

The result? Media coverage and history

documentation.

The Third Annual “Swing Fore Kids Golf Classic” at Wildfire to Benefit Phoenix Children’s Hospital Animal Assisted Therapy Program PGA Play Golf America Day Scheduled for McCormick Ranch Golf Club Southwest Section PGA Taps Vito Berlingeri as Marketing Director Eddie Grant, former NFL Player, Takes on Junior Golf Leadership Role for Southwest Section PGA Southwest Section PGA Donates $10,000 to Phoenix Children’s Hospital Foundation Vistal Golf Club to Host 2008 State Special Olympics Golf Championships Larry Miller Toyota Named Presenting Sponsor of 2008 AT&T Arizona Open Trudeau to Defend AT&T Arizona Open Championship at Desert Mountain Southwest Section PGA Donates $2,500 to Arizona Adoption & Foster Care 64th AT&T Arizona Open at Desert Mountain’s Apache Course September 11-13 Amateurs among favorites at Open Trials can't knock Demsey off course Mike Ferris wins 64th AT&T Arizona Open in Playoff Southwest Section PGA Donates $25,000 to Golf Industry Association United Golf Group of America Named Southwest Section PGA Sponsor PAYNE-MASON Cigars Are Like a Boutique Winery SkyCaddie New Sponsor of Southern Nevada Chapter Meeting and Pro-Pro Golf Industry Association of Arizona (GIA) to Host Annual Meeting at Moon Valley Country Club Euan Dougal Settling in as Director of Golf at Silverleaf BigChiefCigars.com and BB Smokes Named Sponsor of Southwest Section PGA Golf Buddy Sponsors Two SWSPGA Events SWSPGA sponsor Best Approach Unveils CourseFlight 3D Flyovers Mulholland Broadens Brand Narrative and Heightens Fashion Presence with Four New Collections Callaway Golf Apparel Introduces Fall Line Southwest Section PGA Announces Sale of Annual Golf Pass Southwest Section PGA beat amateur counterparts from the AGA for the 25th straight year at the 48th Goldwater Cup Matches Whitcomb's term as PGA president ending Ashworth Announces New Collection The Antigua Group Sponsors Antigua Team Championship Again at Grayhawk Legendary Headwear Puts the Green Back in Green Grass Golf Southwest Section PGA Names Annual Special Award Recipients Thunderbirds Donate $10,000 to Support “FBR Junior Open” January 3-4 at Ocotillo Golf Resort in Chandler

STAFF

Executive Director - Curt Hudek - [email protected]

Tournament Director - Jim Franko - [email protected] Marketing Director - Vito Berlingeri - [email protected] Golf Director- Frank Calvin - [email protected] Operations/PAT - Mike Martino - [email protected] Nevada Chapter Coordinator - Paul Brown - [email protected] Southern Chapter Coordinator - Rick Price - [email protected] Services - Maureen DeWolf - [email protected] - Mike Burhans - [email protected] - Chuck Roose - [email protected]

Media Consultant: Russ Christ – [email protected]

Southwest Section PGA10685 North 69th StreetScottsdale, AZ 85254Phone: (480) 443-90021-800-688-0742 Fax: (480) 443-9006

Web site: www.southwest.pga.com

Russ Christ PR306 E. South Fork Drive

Suite #201Phoenix, AZ 85048

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