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Public Relations Manual

table of contents

I. DRIVING YEAR-LONG PRESENCE Tournament Directors Meeting PR Presentation ................................ 1-1 to 1-5

II. MEDIA PLANS & PRESS RELEASE SCHEDULE Year-Round Media Plan Template ..................................................... 2-1 to 2-7 Press Release Schedule / Potential Ideas ..................................................... 2-8

III. MEDIA DAY Media Day – Best Practices ................................................................ 3-1 to 3-3 Media Day Kit ...................................................................................... 3-4 to 3-7 Media Day Checklist .......................................................................... 3-8 to 3-10

IV. WEEKLY RESOURCES Web.com Tour “Storylines” ................................................................. 4-1 to 4-2 Press Releases ..................................................................................... 4-3 to 4-5 PGATOUR.COM ............................................................................................... 4-6 PGA TOUR Media Website .................................................................. 4-7 to 4-8 “More Content” ............................................................................................... 4-9 PGATOURIMAGeS.COM ............................................................................... 4-10 Speaker Support Video ................................................................................. 4-11

V. MISCELLANEOUS Social Media ........................................................................................ 5-1 to 5-2 Media Golf Tuesday ........................................................................................ 5-3 Press Kit Folders .............................................................................................. 5-4 Case Study ............................................................................................ 5-5 to 5-6

JUNe 2013

Section I: DRIVING YEAR-LONG PRESENCE

Attached in this section is a presentation we made at a Tournament Directors meeting entitled “PR – Driving Year-Long Presence”. It provides an overview and a “best practices” approach to maximize publicity throughout the year in five stages — planning, implementation, outreach, events and tournament-week activities. The document has been updated to reflect current PR activities.

I. Driving Year-Long Presence

SECTION I

1-1

Driving Year-Long Presence

1

Introduction

§  PR as critical, cost-effective strategy to achieve our marketing objectives: §  Make tournament a must-attend social event and community happening §  Community Integration and year-long presence

§  Value of consistency and aligning PR with key marketing messaging §  52-week presence vs. tournament time only presence

2

Best Practices

§  Planning

§  Implementation

§  Outreach

§  Events

§  Tournament Week

SECTION I

1-2


3

Planning

§  Develop a plan and stick with it

§  A roadmap for public relations and publicity efforts

§  TOUR assistance in plan development is available

4

Implementation

§  Have a PR resource who is in position to implement the plan

–  Staff person –  Agency representation –  Title sponsor PR department –  Barter w/PR company –  Retired PR professional –  College sports information office / student intern

SECTION I

1-3


5

Outreach

Reach out to media on a regular basis – not just 2-3 months out

§  Emails weekly (TOUR-provided materials) §  Check-in calls, lunches, golf §  Meet w/publishers, GMs, sports directors/sports editors §  Pitch stories §  Take advantage of Web.com Tour and PGA TOUR player angles (based on

performance)

6

Events

Conduct events in advance §  Charity announcement §  Kickoff Luncheon §  Media Day (Media Golf as part of or separate event) §  Develop Speakers Bureau w/volunteer taking the lead §  Radio interviews w/players §  Update website regularly (press releases, TOUR materials, etc.) §  Social Media Campaign

SECTION I

1-4


7

Operations

§  Run an efficient, professional media operation tournament week

–  Location –  Parking –  Volunteer Support/Volunteer Chair Memo –  Food & Beverage –  Credentialing –  Monday Set-Up & Equipment

8

Supporting PR Considerations

§  Messaging Document §  How to utilize players on the PR front in advance

–  Radio interviews –  Print interviews –  Teleconferences –  Media Days (in-person or via telephone) –  Taped TV and Radio spots –  Follow defending champion/local favorites on Web.com Tour and PGA TOUR

weekly for local media purposes

SECTION I

1-5


10

Discussion

§  What materials can we provide you that we currently aren’t?

§  What can we do to help you that we currently aren’t doing?

Section II: MEDIA PLANS & PRESS RELEASE SCHEDULE

This section contains a Year-Round Media Plan Template for Web.com Tour events. The document supports the PR presentation in Section I. It outlines a comprehensive plan, which is supplemented with a shortened version, and is intended to encourage tournaments to personalize a plan of their own that meets local needs and objectives.

Also attached is a list of Press Release ideas.

II. Media Plans &

Press Release Schedule

SECTION II

2-1

Media Plans & Press Release Schedule

The following outlines a sample, comprehensive year-round media plan that is applicable to Web.com Tour events. We encourage all tournaments to draft their own personalized plan and use it throughout the year as a roadmap for tournament PR, publicity and communications planning purposes. The Web.com Tour communi-cations team will be happy to work with you on personalizing your plan should you wish to have our input.

Media Director OptionsDepending on tournament resources, there are several options available to a tour-nament in terms of a resource that could take the lead in developing and executing your media plan.

• Staffperson• FreelanceContractor• Agencyrepresentation• TitlesponsorPRdepartment• BarterwithPRcompany• RetiredPRprofessional• Collegesportsinformationstudent/intern

Comprehensive Media Plan9 – 12 Months Out• ReviewPublicRelationscommitteepersonnel;makerecommendations/ initi-

ate changes• Draftpersonalizedmediaplaninconjunctionwithtournamentdirector;sharewithtitle/presentingsponsor

• Updatemedialists(mailing,email)• Draftpressreleaseschedule(monthtomonth)–see“Ideas”listatendofthis

document• Hosteventand/or issuepressreleasetoannouncecharitableproceedsfrom

most recent tournament• IssuequarterlytournamentNewsletter(media,sponsors,volunteers)• MonitorplayonPGATOUR/Web.comTourofplayerswith ties to localarea(defendingchampion,residents,collegeconnection,localfavorites,Web.comTourChampionship);sharegoodperformancesandnoteitemswithlocalmedia

• Updatetournamentwebsiteonaregularbasis(consultwithPGATOUR.comfordetails)

• Engageinsocialmediaactivities

year-rOunD MeDia Plan TeMPlaTe (COMPrehensive versiOn)

SECTION II

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6 – 9 Months Out• Issuepressreleasesperreleasescheduleandothersasapplicablethingsdevelop• Review plans for Souvenir Program (editorial content, writer assignments,printer,etc.),beitproducedin-houseorbyanoutsideagency

• UtilizePGATOUR-issuedmaterials(“Storylines”,FeatureStoryIdeas,ENotes,etc.)bysharingthemwithmediainyourtournamentmarketuponreceipt

• ContinuemonitoringPGATOUR/Web.comTourplayerperformancesforlocalmedia

• IssuequarterlytournamentNewsletter(media,sponsors,volunteers)• Discussticketsalesprogram/timeline• InitiateplansforMediaDay/MediaDayGolf(whichcanbecombinedorsepa-rateevents);bookdatewithvenue/hostclub

• Updatewebsiteonaregularbasis(consultwithPGATOUR.comfordetails)• Engageinsocialmediaactivities

4 – 6 Months Out• Continueissuingpressreleasesperscheduleandapplicabledevelopments• Maintainongoingcontactwithkeylocalmedia(phonecalls,lunches,golf)• InitiateproductionofSouvenirProgram• ContinueregulardistributionofTOUR-issuedmediamaterials• ContinuemonitoringPGATOUR/Web.comTourplayerperformancesforlocal

media• ReviewMediaCenterlayoutandpreparediagramforoperationsteam• IssuetournamentFactSheet;include“CalendarofEvents”editorsondistri-

bution list• Identify key volunteer to arrange a schedule of speaking engagements and

then speak at them on behalf of the tournament• FinalizeMediaDayplans,includingin-personplayerparticipationorviatele-phone;consultkeymediatoavoidpotentialdateconflicts

• Meetwithnewspaperpublishers/editorsandTV/Radiogeneralmanagerstodiscusspossiblepromotionaltie-insandcoverageplanswithtournament(e.g.tipswithhostgolfprofessional)

• Schedulelunch/afternoonofgolfseparatelywithkeyeditors,golfwriters,TVpersonalities to discuss tournament plans and coverage opportunities

• Contact leading local newspaper about producing a tournament-specificsupplement

• Contact local television stations/cable outlets regarding possible pre- andpost-tournament specials

• PitchinterviewwithhostgolfprofessionalandLifestylesectionregardinggolfapparelfornewseason(iftimeofyearisright)

• IssuequarterlyNewsletter• Ordermediacredentials

SECTION II

2-3


• Determinemediaparkingarrangements• Updatewebsiteonaregularbasis(consultwithPGATOUR.comfordetails)• Engageinsocialmediaactivities

Three Months Out• Continueissuingpressreleasesperscheduleandapplicabledevelopments• Continuedialoguewithkeymedia• CoordinateallaspectsofSouvenirProgram,includingwritingassignments• ContinuedistributionofTOUR-issuedmediamaterials• ContinuemonitoringPGATOUR/Web.comTourplayerperformancesforlocal

media• Consult w/TOUR media official regarding available material for tournamentMediaGuide(stats,tournamenthistory,generalinformation,etc.)

• FinalizedetailsofMediaDay,includingplayerparticipationandtravel,agen-da/runningorder,presskits,invitationprocess,etc.)

• ContactTOURMediaOfficialaboutproducinglocalradiomessageswithplayers• Secureservicesoftournamentphotographer• RecruitMediaCentervolunteers• RequestTimFinchem/BillCalfeeWelcomeLetterforSouvenirProgramfromTOURmediaofficial

• Coordinatetournamentsupplementwithnewspaper(ifagreedupon);contactTOURmediaofficialforavailableTOURcontent

• ArrangeinterviewswithPGATOURAgronomistwhenhedoesadvancevisit(alongwithhostcoursesuperintendent)

• Developlistofbusiness-relatedstoryideastopitch(Web.com“SmallBusinessForum”,charity,titlesponsor,communityimpact);beginpitchingtomedia

• CoordinateMediaCentersignageneeds(interviewand18thgreenbackdrops,welcome,scoreboardheader,directional,etc.)withOperationsDirector

• Developmediacredentialrecipientlist• IssuemonthlyNewsletter• Updatewebsiteonaregularbasis(consultwithPGATOUR.comfordetails)• Engageinsocialmediaactivities

Two Months Out• Continueissuingpressreleasesperscheduleandapplicabledevelopments• Maintainongoingdialoguewithkeymedia• InitiatedevelopmentofPressKitsfortournamentweek• ConductMediaDay(utilizeTOUR-issuedChecklist)• Continuecoordinationoftournamentsupplement• ContinuedistributionofTOUR-issuedmediamaterials• ContinuemonitoringPGATOUR/Web.comTourplayerperformancesforlocal

media

SECTION II• FinalizeSouvenirProgrameditorial• DevelopandissuemediacredentialapplicationinconsultationwithWeb.comTourMediaOfficial

• IssuemonthlyNewsletter• Pitchbusiness-relatedstoryideas• CoordinatelocalradiostationinterviewswithWeb.comTourplayers,tourna-mentdirector,BillCalfeeandtitlesponsorviaWeb.comTourstaff.

• Updatewebsiteonaregularbasis(consultwithPGATOUR.comfordetails)• Engageinsocialmediaactivities.

One Month Out• Issuefinalseriesofpressreleasesperscheduleandapplicabledevelopments(atleastoneperweek)

• Reviewassignmentneedswithtournamentphotographer• FinalizevolunteerschedulingneedswithMediaCenterChairperson• PrintSouvenirProgram• Pitchstoryideasweeklytolocalmedia• Continuecoordinatingradiostationguestcall-ins(tournamentpersonnel,play-ers,etc.)

• ConductAdvancePRcallwithWeb.comTourcommunicationspersonnel• ContinuedistributionofTOUR-issuedmediamaterials• ContinuemonitoringPGATOUR/Web.comTourplayerperformancesforlocalmedia• ReviewMediaCenterset-upandoperationplans• Issuemediacredentialand/orGatePassesfortournamentweekentry• DistributeTOUR-issued“FeatureStoryIdeas”memotomedia• EncouragelocalTVmorningshowstodoliveshotsonpro-ammorningswithhosts orweather person; do same for sports TV crews for 5/6 p.m. sportsreports

• Continuepitchingbusiness-relatedstories• FinalizearrangementsforlocalTV/cablespecials• FinalizePressKits• MeetwithMediaCenterChairpersontoreviewtournamentweekactivities• CoordinateMediaCenterset-up;ensureitisfullyoperationalbyMondaymorn-

ing of tournament week • Updatewebsiteonaregularbasis(consultwithPGATOUR.comfordetails)• Engageinsocialmediaactivities.

2-4


SECTION II

2-5

Media Plans & Press Release ScheduleAdvance Week• ArrangeinterviewswithadvanceWeb.comTourrulesofficialandlocalmediato

discuss course set-up, tournament competition, the season to date, etc.

Tournament Week• BesetupinMediaCenterandreadytogoonMondaya.m.• CoordinateMediaCenteractivitiesinconjunctionwithWeb.comTourMediaOfficial,includingregistrationprocessandsignaturesonRegulationforms

• Distribute all materials, including Souvenir Program and tournamentMediaGuide

• Coordinatedeliveryoflocalnewspaperseachmorning• CoordinateadailycompilationoflocalprintandInternetcoverage• Pursue story with business writer and Web.com Tour on-site representative• Distributemediagifts,ifapplicable• PrepareClosingCeremonymaterials(runningorder,suggestedremarks,thankyous,etc.)andstagingrequirements;conductSundaymorningwalkthrough,includingGolfChannelpersonnel,ifapplicable

• SecureprintedPairingsSheetdailyforreleasetable• AssistWeb.comTourMediaOfficialindailydistributionofresults,etc.• Recordnotesonthingstoimprove,modify,add,etc.inMediaCenter• Updatewebsiteonadailybasis(pairings,updates,etc.)• Engageinsocialmediaactivities;coordinateeffortswithWeb.comTourMediaOffical.

Post Tournament• ThankyoustoMediaCenterChairpersonandotherkeyvolunteers• Check-inwithkeymediaforpost-tournamentimpressions,feedbackandthank

you.• SubmitMediaCenter/MediaCenterOperationrecaptotournamentdirector• Recordupdatenotesforfollowingyear’stournamentMediaGuide• Issuepost-tournamentNewsletter• Prepare clipping book for presentation to title sponsor, other key principals

2-6

SECTION II Media Plans & Press Release Schedule

Initial Activities• DraftaMediaPlan• Developtournamentmessagepoints

Ongoing Activities• Updatetournamentwebsiteregularly• PoststoFacebookandTwittersites• ShareTourpressreleases,“Storylines”,etc.withlocalmediawhenapplicable• ExploitgoodperformancesbyPGATOUR/Web.comTourplayerswhohavetiestoyourarea(pastchampions,residents,etc.)throughouttheyearwithlocalmedia

9 – 12 Months Out• Announcecharitableproceedsfor justcompletedevent;considerhostingan

event

6 – 9 Months Out• Issue applicable press releases to keep in front ofmedia (perhaps one permonth)

• Makeoccasionalphonecalls tokeymedia tosay“hello”andkeepon theirradar screen

3 – 6 Months Out• InitiateplansforMediaDay;consultmediatotargetbestdatepossible• Issueapplicablepressreleases(minimumonepermonth)• Meet/have lunchwith keymedia (sports editors, sports directors, lead golfwriters,etc.)todiscusscoverageideasandplans

• Determinemediaparkingarrangements

year-rOunD MeDia Plan TeMPlaTe (shOrTeneD versiOn)

2-7

SECTION IIMedia Plans & Press Release ScheduleFinal 2 Months• ConductMediaDay• ContactTOURPRtodiscussradiointerviewopportunitieswithplayers/officials

for the weeks leading up to the tournament and begin implementing• Reviewcharityvisitopportunities• Participate inAdvancePRCallw/TOUR personnel to review stretch-drive PR opportunities(4-5weeksout)

• Issueonepressreleaseperweek• Developpresskits• Initiatemediacredentialingprocessandissuecredentials/gatepasses• PursuelocalTVandradioshows(morningshows,5/6p.m.sports/news,etc.)

to do live remotes during tournament week

Tournament Week• MediaCenterset-upandoperationalbyMondaynoon• Makepresskitsavailable• Securelocalpaperseachmorning• Compile clipsof local and Internet coveragedaily in conjunctionwithTOUR MediaOfficial

• DiscussClosingCeremonyw/TOURMediaOfficial• SubmitMediaCenterrecapnotestotournamentdirectorfornextyear’sevent

SECTION II

2-8


The following are a variety of potential ideas for press releases that could be issued throughout the year:

• CharitableContributionannouncement• TournamentFactSheet• TicketSalesannouncement• TournamentChairmanandVolunteerCommitteeChairpersons• VolunteerRecruitment• Tournament/Web.comTourLogos• MediaDay• TicketPackages• HolidayPromotions(Christmas,Mother’sDay,Father’sDay,etc.)• SponsorCommitmentsUpdate• CourseChanges• TrackingYourDefendingChampionandOtherLocalFavorites(onPGATOURorWeb.comTour)

• Web.comTourUpdatesFromCurrentSeason• PlayerCommitments• SponsorExemptions• TournamentWeekScheduleofEvents• SpecialPromotions–JuniorClinic,Pro-Ams,TrickShotArtist,etc.• TVCoverage(announcers,dates,times,etc.)–ifapplicable• Directions/Parking(withmaps)• Pro-AmCelebrities(ifapplicable)• Web.comTourWives(iflocalcommunityeventisscheduled)• InternationalPlayers(Web.comTourmembers)• Web.com“SmallBusinessForum”• FinalField• MondayQualifying• NextYear’sDates(postevent)

Inaddition,Web.comTourtournamentdirectorsandmediadirectorswillreceivevarious itemsonaweekly basis from theTour’s communications staff, suchas“Storylines”, press releases, and the like. The same items are shared with anational media audience and select key media in Web.com Tour tournament mar-kets. We encourage tournaments to distribute applicable materials to your broader tournament media list upon receipt each week.

Press release sCheDule/ POTenTial iDeas

Section III: MEDIA DAY

This section contains an outline of “best practices” for a tournament’s Media Day, information on the Web.com Tour “Media Day Kit” and a “Media/Sponsor Day Checklist”.

III. Media Day

SECTION III

3-1

Media Day

Media Day is one of your best opportunities to generate significant and timely media attention for your tournament. While there is no one formula for structuring a media day, we thought a “Best Practices” outline might be beneficial to tournament directors and media directors as you plan yours.

Please bear in mind as you read this document that it is by no means comprehen-sive. No doubt you have your own thoughts and ideas. We encourage you to share them with us so we can update this memo for future distributions.

General• MediaDaysaregenerallyscheduledforadaythatis3-8weeksinadvanceoftournamentweek.Sometournamentshaveconductedsuccessfulmediadaysduring theearlypartofadvanceweek.MondaysandTuesdaysare thebestdays from the media’s standpoint as there tend to be fewer conflicts. Mondays workbestforplayersasitallowsthemtotravelfromtheirhomeortheprevioustournamentsiteonSundaynight/Mondaymorningandthenontothenexttour-namentortheirnextdestinationattheconclusionofMediaDay.It is always agoodideatocheckthelocalsportscalendarforpotentialconflictspriortofinalizingyourdate.Dosobycheckingwithlocalteams,universitiesandsportseditors/sportsdirectors.

• Contact the media official assigned to your tournament or Player Relations Director MartyCaffeyseveralmonthsinadvancetoensuremaximumdateoptions.Threeto four months is recommended.

• Once the date is agreed upon, draft and forward a letter to the player/hisagent confirming details (date, venue, press conference agenda, travel details, expenses,hotelinfo,generallistofattendees,plusanymiscellaneousitems).Copy Jeff Adams, Joe Chemycz and Marty Caffey.

• Note:Airfare(fromoriginatingcitytoyourcityandontotheplayer’sfinaldestination)andhotelaregenerallyrequired.

• Approximatelyonemonthoutfrommediaday,contacttheplayer/agenttodis-cusstravelarrangements.FeelfreetoaskforTOur assistance in this regard.

• Theweekpriortoyourmediaday,forwardabriefingmemothatoutlinesthewho, what, when, where of media day. It should include items such as the final running order of speakers, a list of keyVIP attendees, highlighted names ofprominentmediamembers,backgroundontitlesponsor/titlesponsorrepresen-tatives,plussuggestedspeakingpointsyouwouldliketheplayertotouchon.

Note: For the player’s sake and others, it is important to have things fully planned/ and outlined in advance so there are no surprises and you are able to adhere to your scheduled timeframe.

Venue

Media day-Best Practices

SECTION III

3-2

Media Day

ThetwomostpopularsitesforMediaDayarethehostcluborthehomeoffice/location of one of the tournament charities. Circumstances may permit use of a restaurant,atitlesponsorheadquartersoranalternativecreativevenuesuchasatie-inwithalocalsportsteamorracetrack,i.e.somethingdifferent,somethingfun.

sample schedule of activitiesThereisnosetformulaforMediaDayactivities.Youmayscheduleyoursforthemorning, the lunch hour or late afternoon to dovetail with the 5 or 6 p.m. local newscasts.EverybodyhasgoalsandobjectivesfortheirMediaDay.Thefollowingis a sample schedule for a morning press conference.

7-9a.m. Playercallstomorningdrive-timeradioshows(fromhotelroom)byattending players, if applicable

9:00a.m. Arrival,registration,breakfast Introduceplayertomedia,titlesponsor,charity,keyguests,etc.9:30a.m. PressConferencebegins •MCwelcome •TournamentDirectorupdatesandannouncements •Web.comTourSpeakerSupportVideo •Titlesponsorremarks •Charityrepresentativeremarks •Playerremarks •GeneralQ&A •MCclosingremarks10:00a.m. One-on-oneinterviewsandphotoopportunities(besuretoallowfor

enoughtimeforeveryonetogetwhattheyneed,withinreason)10:30a.m. Pressconferenceconcludes

IfMediaGolffollowsthepressconference,theplayermayjointhemediaonthepractice tee to meet and greet and perhaps give a few tips. If time permits, he may go out onto the golf course during play to say hello to as many of the groups as possible. In some instances, players will agree to play a hole with each group or bestationedonapar-3.Again,makesuretheplayerknowsinadvancewhatyou’dlikehimtodo.

In many cases, a representative from the Web.com Tour staff (Bill Calfee orTournamentBusinessAffairs)willattend,ifinvited.

Media Golf

SECTION III

3-3

Media Day

Media golf entails inviting the media to play the host tournament golf course. MediagolfcanbescheduledaspartofMediaDay(seeparagraphabove)oritcanbescheduledonaseparateday.Therearetwoschoolsofthoughtastowhichoneis preferred. Combining the two generally is more budget-friendly, easier to coor-dinate and may encourage more media to attend the press conference. Conversely, a separate day tends to give the media more time to focus on doing a timely story after Media Day ends and enjoy their round of golf on the designated play day. Ifseparate,mediagolfshouldbescheduledaweekortwoafterMediaDay.YoushouldconsidermakingMediaDayattendanceaprerequisitetoplayinginmediagolf.Thiswilldiscouragethehangersonwhoprovidelittle,ifany,coverage.Italsoprovides you an opportunity to reject someone’s participation if you determine they didnotproducecoverageinconjunctionwithMediaDay.Exceptionsforkeymediawhocan’tmakeMediaDayforwhateverreasonshouldbemade.

Other Ways to Utilize the appearance of the Player• Scheduleaprivatelunchwiththeplayerandselectguests(titlesponsor,gen-eralchairmanand/orcharityrepresentative)beforeoraftertheformalMediaDay event concludes.

• Consider inviting a key reporter to accompany the defending champion onhisdrivebacktotheairportafterMediaDayisover.Thisuniqueone-on-oneaccesswillbeappreciatedandenhanceyourworkingrelationshipwiththatreporter.

• Consider taping TV and/or radio promos...”Hello, this is CaseyWittenberg.PleasejoinmeandfellowWeb.comTourplayersat....”

• Considertaping(forTVand/orprint)aplayerhole-by-holesynopsisofhowtoplaythecourseforpossibleuseasatournament-weekdailyTVfeature,inthetournamentprogram/spectatorguide,etc.

• Consider tapinga coupleofgolf tips that couldbeused inadvanceand/orduringtournamentweekasfeaturesforlocalTVoutletsandnewspapers,inthetournamentprogram/spectatorguide,etc.

Other considerations• Considerhavingagoodphoto“prop”toenhanceTV/photo/socialmediacover-age.Thiscouldcomeintheformofabigcheckforacharityannouncement,the presentation of a jersey to the player if he’s a fan of one of the local sports teams,abirthdaycake,ifapplicable,andthelike.

• TournamentDirectorsshouldhavesomenewstoshare.Thiswillsupplementwhat the defending champion and title sponsor says and give another angle for coverage.

• Askattendingmediaaheadoftimeiftheyhaveanyspecialrequestsorneedsso you can plan for them.

SECTION III

3-4

Media Day

TheWeb.comTour“MediaDayKit”isavailablefortournamentusetobrandpublicevents.TheKitcontainsthefollowingitems:

• 2WindSails(14’x3’)• 2BannerStands(7’x2.5’)• 1Backdropsign(9’x9’)

YoumayreservetheKitforyourMediaDay,speakingengagementorotherpromo-tionaleventbycontactingBethGriffithoftheWeb.comTourstaff([email protected]).reservationswillbemadeonafirst-come,first-servedbasis.

Withregardtoshipping,theTOurwillpaytoshiptheKittoyou,withthetourna-mentsresponsibleforreturnshippingcostsbacktotheTOur.Insomecases,youmaybeaskedtoforwardtheKitontoanothereventwhichhasreserveditforanupcomingevent.TheKitwillbeshippedinahardplasticgolfbagtravelcasesimi-lartotheoneusedthelastfewyears.Fully-packed,theKitweighsapproximately75 pounds.

LayoutofeachKititemfollow.

Media day Kit

SECTION III

3-5

Media DayBackdropsign(9’x9’)

3-6

SECTION III Media DayBannerStands(7’x2.5’)

3-7

SECTION IIIMedia DayWindSails(14’x3’)

3-8

SECTION III

TheWeb.com Tour has a checklist of things to remember forMedia Day andMediaGolf.Pleasedon’thesitatetocontactusshouldyouwishtoreceiveitviaemail.

Responsible Comments Status TargetNeeds Party Date

Media Day Schedule of Events (example)9:30amGuestregistration9:30amContinentalBreakfast10:30amPlayerPressConference11:00amOne-on-OneInterviews11:30amPracticerangeOpens12:30pmShotgunGolfw/BoxLunches

Media RegistrationregistrationTableregistrationTableFloralArrangementCheck-inLists (byAlpha&PairingsGroup#)NameTagsGolfPairingsTeeGiftsPressKits

Press Kit Contents (Electronic or Printed):Lead ReleaseFactSheetTitleSponsorMaterialContact List (TourMediarep&ChampionshipDir.)SalesMaterialHostSiteBrochures/InformationPlayer BioPlayer ProfileLogosCourse InformationTour-relatedPrMaterials (FactSheet,AFewFacts,etc.)

PlayerAirlineticketWelcomeBasketThankYouNote

Transportation for Player & VIPsAirporttoSiteSitetoAirportSponsorOtherVIPs

Invitation Design/Contents/Distribution“SavetheDate”Postcard/EmailInvitation DesignInvitationsMailed/EmailedtoVIPsandSponsorsInvitationsMailed/EmailedtoMediaSponsorsExecutivesrSVPsFollow-up Phone Calls

Media Day

Media day checKlist

3-9

SECTION IIIMedia Day Responsible Comments Status TargetNeeds Party Date

Invitation ListSponsorsHostSiteVIPs,ClubPro,GMStaffLocalDignitaries,Government,Etc.

Press Conference RoomLocation(room)onSiteHeadTablew/NamePlatesOtherDisplay/PromotionalMaterialsreservedSeatingMediaDayKitBackdropBannerEaselsEaselSignsPodiumPodiumSignRiserPlantsFloral ArrangementsFlags&FloorStandPolesTrophyonDisplay

Audio/VisualMicrophonesMicrophone “Clip” with LogoLightingMoltBox2Telephones/PhoneLines (ifateleconferenceortranscribed)SoundSystemTV/VCr(toshowDVD)Testingofallsystems

Transcription ServiceArrangeforEmails/Clean-upandDistributionTelephone(listedinitemabove)TestPhoneConnection

PGATOUR.COMLive Webcast

PGA TOUR Entertainment

PhotographerAssignment - FreelancePhotos of Press Conference and CandidShotsoftheDayCopiesofPhotosSenttoSponsors,VIP’s

Food & BeverageContinentalBreakfastLunchesBeverage CoolersWaterforSpeakers

3-10

SECTION III Responsible Comments Status TargetNeeds Party Date

Running Order of Press ConferenceScheduleoftheDaySpeakersBriefedBeforeBeingSeatedTalkingPointsSeatingArrangementsforSpeakersonriser

ParkingParkingnearbyforTVtrucksMedia/VIP/GuestParkingArrangements

radiosforStaffCommunication

GolfDriving RangeLunchFormat/rulesExplained&/onCartsContestHolesGolfBagDropAreaNumberofGroupsPairingsRegistrationrulesSheetScoreboard/ScoresheetsScorecardsAwardsPostGolfregistration

Thank You Notes

Media Day

Section IV: WEEKLY RESOURCES

The Web.com Tour has a series of PR resources to facilitate the needs of tournaments and members of the media. Some are directed to you via email, while others are website accessible. These items include:

• Web.comTour“Storylines”• PressReleases• PGATOUR.com• PGATOURMediaWebsite• “MoreContent”• PGATOURIMAGES.com• SpeakerSupportVideo

The Tour encourages tournaments to review and forward applicable materials to your local media, sponsors, volunteers, etc. for informational purposes and as an ongoing reminder of your event.

You should already be receiving emails from the Web.com Tour...”Storylines” weekly, press releases, memos about PR resources, and the like. If for some reason you are not, please let us know.

IV. Weekly Resources

SECTION IV

4-1

Weekly Resources

Web.com Tour “Storylines” is issued every Tuesday at 2 p.m. ET. It offers news, notes and updates about the Web.com Tour and the current week’s tournament.

WEB.COM TOUR STORYLINES – Week of April 22nd

SOUTH GEORGIA CLASSIC

presented by First State Bank & Trust Company April 25-28

Kinderlou Forest Country Club, Valdosta, Ga. 2012 Champion: Luke List

156 players 7th of 25 events

Media Official: Joe Chemycz ONE-THIRD MARK - The South Georgia Classic is the seventh of 21 Regular Season events on the 2013 Web.com Tour schedule, marking the one-third point in the run-up to the Web.com Tour Finals. New in 2013, the Regular Season will be followed by four Finals events that will determine which 50 players earn their 2013-14 PGA TOUR cards and what their eligibility positions will be. 2013 is a year of big change for the Web.com Tour and by extension, the PGA TOUR. Every tournament is extremely important in the competition to secure a PGA TOUR card. SUPER-LONG KINDERLOU FOREST GC - Host Kinderlou Forest will once again be the Web.com Tour's longest course of the year at 7,781 yards. It outdistances the Mexico Championship's 7,708-yard El Bosque Country Club, which is played at considerable altitude. Coincidence or otherwise, last year's South Georgia Classic winner was Luke List, the Web.com Tour's 2012 leader in Driving Distance. MYLAN CLASSIC ASSUMES COLLEGIATE/AMATEUR ELIGIBILITY COMPONENT - The Mylan Classic will have a new look this year. The three-year old Pittsburgh, Pa.-area event will include 12 invitations to college and amateur golf’s top players – the reigning U.S. Amateur champion (Steven Fox), this June’s NCAA Division I individual champion, the Jack Nicklaus Award winner (collegiate player of the year) and First-Team All-Americans. The same eligibility component had been a feature of the Nationwide Children’s Hospital Championship at Ohio State University in Columbus since its inception in 2007. It has been won by three All-Americans – Daniel Summerhays (2007), Harris English (2011) and Ben Kohles (2012). In 2013, the Championship becomes a Web.com Tour Finals. 24 YEARS PLUS AT LEAST THREE MORE FOR ALBERTSONS IN BOISE – Albertsons has renewed its sponsorship of the Albertsons Boise Open presented by Kraft for three years, 2014-2016. The Idaho-based event is one of four original events that have been on the Web.com Tour schedule every year since its inception in 1990. It holds the distinction of being the only Tour event to maintain a partnership with its lead sponsor all 24 years and to be played at the same golf course (Hillcrest Country Club) and run by the same organization (Jeff Sanders Promotions) every year. Only four PGA TOUR or Champions Tour events have enjoyed longer-running title sponsor relationships (Honda/1982, AT&T/1986, FedEx/1986 and Liberty Mutual/1980). The event has raised over $14 million for charity since 1990, which is tops among Web.com Tour tournaments.

Web.com Tour “STorylineS”

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Weekly Resources

FROM AUGUSTA TO NEW ORLEANS – John Peterson’s return to the Web.com Tour will be delayed one week as he accepted a sponsor exemption to compete in the PGA TOUR’s Zurich Classic of New Orleans this week in his adopted home state of Louisiana. Peterson was a three-time All-American at LSU in Baton Rouge where he has since taken up residence. The native of Fort Worth, Texas who turned 24 last Thursday recently became the first exempt Web.com Tour player to compete in the Masters. After four starts, he is 35th on the money list. Commenting on his Masters’ experience and walking up toward the 18th green on Sunday, Peterson told Jeff Shain for PGATOUR.COM, “We (Peterson and his caddie) got about 50 to 60 yards from the green and I said let’s just slow down and take all this in…Having the people stand up and clap for you when you come on the last green – that’s stuff I’d only seen on TV. It was really, really cool.” FIRST ON TOUR – Web.com will conduct its first “Small Business Forum” in conjunction with a PGA TOUR event this week at the Zurich Classic of New Orleans. Forums, which are free to registered individuals, will be held at every domestic Web.com Tour event this year, plus six on the PGA TOUR and one on the Champions Tour. They are designed to help small businesses learn how to be successful on the internet. To learn more, go to: http://smallbusinessforum.web.com/. NINE-HOLE PLAYOFFS – On Sunday, the European Tour’s Open de España ended after nine playoff holes, repeating the 18th hole each time. Raphaël Jacquelin was victorious in what equaled the Tour’s longest overtime event (1989 KLM Dutch Open/rotation of playoff holes). In 2009, the Web.com Tour had a similar finish when Gary Christian defeated Mathias Gronberg at the Northeast Pennsylvania Classic outside Scranton. It, too, was the Tour’s longest playoff and repeated the same hole (No. 18) nine times. The Web.com Tour has had one other nine-hole playoff. In 1998 Eric Booker outlasted Notah Begay III at the Lehigh (Pa.) Valley Open. It is believed to have also featured the same hole in the playoff. AUTISM MONTH COMES TO A CLOSE THIS WEEK – April has been autism awareness month on the PGA TOUR and Web.com Tour. Things come to an end this week in New Orleans and Valdosta on the respective tours, with players, caddies and others encouraged to wear blue shirts on Saturday. BILLY ANDRADE IN GEORGIA – Four-time PGA TOUR winner Billy Andrade is in this week’s South Georgia Classic field. The 49-year-old Rhode Island native is making only his second Web.com Tour start ever (2008 Chattanooga Classic). DID YOU KNOW? – With a U.S. Amateur title (2008) and a European Tour title (2009) on his resume, plus stints on both the PGA TOUR (2012) and the Web.com Tour (2011 & ’13), it may come as a surprise that Danny Lee is still among the youngest members of the Web.com Tour this year. Only two players (Patrick Cantlay/21 and Meen Whee Kim/21) are younger. Lee is among six members who turn 23 this year. NEXT WEEK – It’s up the highway to northeast Georgia for the Stadion Classic at UGA Golf Course in Athens.

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James Cramer Jeff Adams Joe Chemycz Royce Thompson 904-273-3293 904-273-3397 904-273-3305 904-543-7419

For the latest information, scores and updates on the Web.com Tour visit www.pgatourmedia.com

Media and fans can also follow the Tour on Twitter (http://twitter.com/webdotcomtour) and

Facebook (www.Facebook.com/WebDotComTour)

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For Release: Thursday, Feb. 14, 2013

Launch of 2013 Web.com Tour Season Ushers in Year of Big Change

-24th Season Gets Underway Next Week with Latin America Swing-

PONTE VEDRA BEACH, Fla. – The Web.com Tour’s 24th season gets underway one week from today at the Panama Claro Championship in Panama City, Panama, and with it, the PGA TOUR will usher in the most significant change ever in how a professional golfer qualifies for the TOUR. The Web.com Tour was launched in 1990 with the support and admiration of the legendary Ben Hogan. From its modest beginnings when five PGA TOUR cards were awarded and prize money stood at $100,000 per tournament, the Tour has evolved into one of the most competitive in the world, as evidenced by the number of TOUR cards available increasing to 10, then 15, 20 and 25 in the ensuing years. In one of the Tour’s milestone developments that will further solidify its impact and stature, the Web.com Tour becomes the path to the PGA TOUR beginning in 2013, with all 50 cards being awarded through the Web.com Tour. The 25-event Web.com Tour season will feature 21 Regular Season tournaments that will set the table for the four-event Web.com Tour Finals and the awarding of the 50 TOUR cards in September. The 2013 campaign gets underway next Thursday (Feb. 21) with successive events in Latin America: Feb. 21-24 Panama Claro Championship in Panama City, Panama Feb. 28 - March 3 Colombia Championship in Bogotá, Colombia March 7-10 Chile Classic in Santiago, Chile “Both the PGA TOUR and the Web.com Tour will clearly be strengthened by the new qualifying system that’s been put in place,” said PGA TOUR commissioner Tim Finchem. “The Web.com Tour’s season-long quest has a new and exciting format, with each of the 21 Regular Season events playing a vital role in how the season unfolds, and the four Finals events set to bring a dramatic and unique conclusion to the 2013 season. We think the new structure will identify the 50 best players to go on to the PGA TOUR.”

Press releases are issued as circumstances dictate throughout the year.

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“We can’t wait to get the 2013 season underway,” said Web.com Tour president Bill Calfee. “There is a great deal of excitement and enthusiasm for the year ahead given the dramatic changes to the TOUR’s qualifying structure and the awarding of the 50 cards that will be in effect for the first time. If Mr. Hogan could see how far the tour he helped launch 24 years ago has evolved, he would be truly amazed.” The Tour will be off for one week after the three-event Latin America swing before starting the domestic season at the Chitimacha Louisiana Open (March 21-24), marking the Tour’s 22nd consecutive visit to Le Triomphe Country Club near Lafayette, La. After another week off, the Web.com Tour will return to South America for the first playing of the Brasil Champions presented by HSBC in São Paulo Apr. 4-7. The new event will highlight the PGA TOUR’s support of golf returning to the Olympics in 2016 in Rio de Janeiro. The next week, Apr. 11-14, the Tour will be in Midland, Texas for the WNB Golf Classic. From this point on, all but one of the remaining 19 events will be played in the United States, the exception being the Tour’s May stop in Leon, Mexico. The Regular Season ends on Aug. 25th at the Cox Classic presented by Lexus of Omaha (Neb.). The 25 leading money-winners at the conclusion of the Cox Classic will be assured PGA TOUR cards for 2013-14. The Regular Season will be followed by the Web.com Tour Finals, played the last week of August through September in Fort Wayne, Ind., Charlotte, N.C., Columbus, Ohio and Ponte Vedra Beach, Fla., with an 25 additional cards on the line (based on Finals’ earnings) and positioning on the PGA TOUR’s all-important priority ranking determined. TPC Sawgrass/Dye’s Valley Course in Ponte Vedra Beach will host the season-culminating Web.com Tour Championship where the 50 cards will be awarded. All four Finals events will offer $1 million purses and be televised on Golf Channel, the Tour’s exclusive television partner in the U.S., as well as internationally to 186 countries and territories via the PGA TOUR’s international broadcast operation. The Finals will feature the top 75 off the Web.com Tour Regular Season money list, PGA TOUR members who are 126-200 on the FedExCup points list following the Wyndham Championship, and any non-members who earn enough FedExCup points to also finish 126-200. Web.com, a Jacksonville-based leading provider of internet marketing services, enters its first full season of a 10-year agreement as the Tour’s umbrella sponsor.

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Editor’s note: On Monday (Feb. 18), the Web.com Tour will issue another press release that will identify a number of relatively new Tour members in 2013 who could emerge with PGA TOUR cards at the end of the year.

Contact: Jeff Adams Director of Communications, Web.com Tour c/o PGA TOUR Tel: 904-273-3397 Cell: 904-607-6142 Email: [email protected] About the Web.com Tour Founded (1990), owned and operated by the PGA TOUR, the Web.Com Tour enters a new era in 2013 as it identifies those players who are ready to compete and win on golf's biggest stage. Beginning in 2013, the Web.com Tour becomes the path to the PGA TOUR with all 50 available PGA TOUR cards being awarded through the Web.com Tour and the season culminating at the four-event Web.com Tour Finals in September. Web.com became the Tour’s umbrella sponsor on June 27, 2012, replacing Nationwide Insurance. A 10-year agreement (through 2021) is in place. As the official proving ground of the PGA TOUR, three out of four PGA TOUR members are Web.com Tour alumni. Tour alumni have won 348 PGA TOUR titles, including 17 majors and five PLAYERS Championships. The PGA TOUR, through the efforts of its three tours and their tournaments, sponsors, players and volunteers, supports over 3,000 local charities and has surpassed $1.8 billion in charitable giving. To learn more about the PGA TOUR and Web.com Tour and to follow the season-long quest for a PGA TOUR card, visit PGATOUR.COM, Twitter and Facebook. About Web.com Web.com is a leading provider of online marketing services that make it fast, easy, and cost-effective for small businesses to attract and convert new customers on the web. Web.com offers a complete range of web services, including domain registration, website design, online marketing, search engine optimization including local search, social media, lead generation and e-commerce solutions for every stage of the small business lifecycle. More than 15 million successful websites have been created with Web.com tools and services. Headquartered in Jacksonville, FL, Web.com Group, Inc. (Nasdaq: WWWW) has nearly three million customers. With the acquisition of Register.com in 2010 and Network Solutions in 2011, Web.com is now a leading domain registrar focused on the small business market.

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PgaTour.comThis website features an array of news, current stats and player bios, access to individual tournament websites, live scoring, video, charity info, and more. Click on the Web.com Tour logo on the home page of PGATOUR.com to access Web.com Tour-specific information.

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Pga Tour media WebSiTeThis site contains a great deal of information for tournaments to explore and utilize. It is updated on a weekly basis so all materials are current. There is a “Change Weeks” option at the top of the home page that serves as an archive for information from previous tournaments.

To access the site (pgatourmedia.com), first-time users should click on and com-plete the short “Register” option that will appear on the first screen under the user name / password command.

The site includes the following tabs:

• Home Page - general information on the current week’s tournaments for all three tours (pairings, TV times, Monday qualifiers, press room numbers, preview materials, daily stats, weather, results/recaps, and more). • MediaCredentials • DepartmentDirectory • Schedules • Logos • Headshots • Reshuffles • PressReleases • OfficialMediaGuides • “MoreContent”(Web.comTour) - Story Ideas Memo - Key Stats (1990-2012) - PlayerHometown/Residence/CollegeListing - Program-Ready Stats: Wins & Cup Teams - PlayerBirthdayList - “A Few Facts You May Not Know About the Web.com Tour” -MediaDayChecklist - Web.com Tour Fact Sheet - Web.com Tour & Web.com Boilerplates - Qualifying System Restructure and Web.com Overview - “The25”Logos - Speaker Support Video - MediaDayKit - Media Officials’ Travel Schedule - PGA TOUR Member Card

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Pga Tour media WebSiTe

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“more conTenT”

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PgaTourimageS.com

PGATOURIMAGES.COM is your resource for official PGA TOUR photos and logos. The website provides an expansive inventory of digital player and tour-nament photography taken at all PGA TOUR and select Web.com Tour and Champions Tour events. Thousands of photos are featured including head and action shots of players on all three tours. Scenic photos of all TPC courses are also available.

The site is available to professional media and TOUR business users. There is also a section containing logos of current PGA TOUR, Web.com Tour and Champions Tour tournaments, TPCs and TOUR corporate and charity logos. All images and logos are easily downloadable in standard formats suitable for print, internet and broadcast use. If you don’t have an account, log on to PGATOURIMAGES.COM and follow the instructions.

FormoreinformationonPGATOURphotography,contact:CarynLevy,Photography Supervisor at (904) 280-2431 or via email ([email protected]).

ImageLibrarianJenniferPerezcanassistwithhistoricalimageresearchandquestions about using the website. She can be reached at (904) 273-3625 or via email ([email protected]).

Forlogoinformation,contactJanaArnoldat(904)[email protected].

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SPeaKer SuPPorT Video

A short video (2-3 minutes) providing an overview of the Web.com Tour for use at speaking engagements and in sales presentations. It is available to viewordownloadontheCo-BrandingWebsiteandinaDVD,aswellasonPGATOURMEDIA.COM.

Section V: MISCELLANEOUS

The following are a handful of miscellaneous items Web.com Tour tournament personnel should be familiar with:

• SocialMediaDay• MediaGolfTuesday• PressKitFolders• CaseStudy

V. Miscellaneous

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Social MediaTournaments, media and fans can follow the Web.com Tour on Twitter (http://twit-ter.com/webdotcomtour) and Facebook (www.Facebook.com/WebDotComTour). Tournaments are reminded to link their social media sites with the Tour’s and to share items you think our followers would like to be aware of.

facebook

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MiscellaneousTwiTTer

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This program is designed to help tournaments secure additional early-week coverage. Your target audience is the lead golf writer in your market, the sports director/reporters at local TV stations or a prominent radio sports talk show host in your city.

MGT entails inviting one (possibly two) of the above to play nine holes with a Web.com Tour player on Tuesday of tournament week, usually teeing off around noon. The media participants must be golfers of adequate skills (average maxi-mum score of 90-95). Participation is contingent upon the media person commit-ting to do a story about the experience and the tournament on the air that evening or in the next day’s newspaper.

Tournament personnel will be responsible for recruiting the media participants. The media official assigned to the tournament will be responsible for player recruitment.

For more details about “Media Golf Tuesday” contact your TBA rep or a member of the Communications staff, who will provide you with a memo outlining the program.

Media Golf TueSday

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The Web.com Tour will make available up to 25 press kit folders embossed with the Tour logo per year for media kit, sales presentations, etc. You are reminded there are a number of Web.com Tour PR materials available on the PGA TOUR Media website (pgatourmedia.com - see Section IV.) that might be applicable for these uses. If you’d like to order more than the 25-folder allotment, please contact your TBA rep or a member of the Communication staff.

PreSS kiT folderS

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Below is a case study that outlines an actual barter program between a tournament and a PR/Marketing agency. If your tournament has limited resources to put behind PR, this might be a good way for you to enhance your PR without a significant cash outlay. The PR Presentation in Section I provides a few other alternatives for PR resources. If you are interested in more details, feel free to contact a member of the Web.com Tour staff.

In the case study, the agency provides $80,000 in PR and marketing services for a cash fee of $10,000, plus a series of promotional considerations:

The Pr/Marketing agency provides the tournament with the following services:

PR support• PressReleases• MediaDay• PressKits• Meetwithkeysportseditorsandsportsdirectorstodeterminecoverageneeds

and opportunities• Pursue Lifestyle and Business section opportunities (non-golf/competition

angles) • Tournamentweekassistance,includingstorypitching,inthemediacenter• Coordinatelocalinterviews• GeneralPRcounsel

Marketing support• AdvertisingMaterials–developmentandplacement• Promotions–developmentandexecution• MediaBuys(seebelow)

The tournament provides the agency with the following promotional con-siderations:• Advertisingspaceintournament-relatedmaterials• TournamentSkyBox• Use of tournament logo in agency promotional materials and client pitches• Tournament provides agency mentions in public forums, whenever possible

Note: The tournament also paid $8,000 in hard costs (construction, food) for the Sky Box bringing their total cash outlay to $18,000.

caSe STudy

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The agency enters into the relationship for the following reasons:• Itreceives$10,000tooffsetstaffcosts.• Thetournamenthasa$70,000budgetforadplacement.Theagencyreceives

a commission (approximately $8,000) for placing the ads (TV, radio, newspa-per, magazine and billboard).

• It is a community-mindedorganization that sees the value in supportingahighly visible charitable event in its hometown.

• Theagencyportfolio issignificantlyenhancedbythehighprofilenatureofthe account. The case study affiliation led to a number of successful new business pitches.

public relations manual - pga tour · public relations manual. ... – agency representation –...

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