Want to
gain media attention for your business? Try
focusing on happenings in the current season—tournaments, spring golf trends
and course enhancements to name a few—to capture the attention of local media. Knowing
what’s trending in the media and then tying in your own storyline (called “news
hijacking”) is useful, too.
For instance,
when Condoleezza Rice and Darla Moore were admitted into Augusta National as
the first female members, other golf facilities could have taken advantage with
a “breaking the grass ceiling” campaign, with their female pros sharing tips
with local viewers on how to shed insecurities and get out on the course.
In the end, it’s about creativity and not
being shy about spreading the word. “Local media will share news about a head
pro with unique putting tips, a new menu at the clubhouse or your holiday happenings,”
says Kerry Anne Watson, president of Tallahassee-based hospitality and golf
public relations firm The Zimmerman Agency. “The key is to paint the picture
that matches what that outlet’s specific viewers want to see and hear.”