PGA of America Social Media Strategist Randy Stutzman (@PGA) has been with the organization for 10 years, spending the first 7 1/2 as part of its PR and communications team. The Gardner-Webb alum (Boiling Springs, N.C.) now gets to return to the Tar Heel State next week when the PGA Championship comes to Quail Hollow Club in Charlotte. Based out of the governing body's Palm Beach Gardens, Fla., offices, Stutzman and his team make the trek to the PGA of America's signature events -- the Ryder Cup, PGA Championship, KitchenAid Senior PGA Championship and KPMG Women's PGA Championship. He said the PGA of America's core mission on social is to serve its 28,000 members and grow the game. Stutzman: "We always want to spotlight our members who are helping you enter the sport or getting better. We want to highlight the event, but it always goes back to the members and growing the game."
Social media approach to PGA Championship:
We want to insure we are reaching audiences across the spectrum -- all ages -- so that we can package together content that they will want to consume and ultimately turn them into individuals who are streaming our content on PGAChampionship.com or watching the broadcast on TNT or CBS.
Organization's relationship with Turner Sports:
It's been extremely beneficial. They manage our websites -- PGA.com, PGAChampionship.com and Rydercup.com. So we work extremely closely together on everything from editorial and content on the sites to coverage across all of our channels -- especially as it pertains to our spectator championships. It’s a free-flowing, open relationship. We have great dialogue. Being able to lean on them and their expertise and their relationships with the NBA and the NCAA is a huge asset to us.
Players to feature during PGA Championship:
We will have featured groups, but that hasn’t been determined yet because of tee times. On PGA Championship Live streaming, you will see some marquee groups early in the week and throughout the weekend. We like to highlight our past champions, whether that means looking back at their victories or treating them to that champions dinner early in the week.
Using social media to make golf "younger":
Golf is a game. You can play from 2 to 102. That’s what makes it so great. You can participate at a level that you enjoy for a lifetime. Golf in the social space combines great action, great reaction, great backdrop in terms of beautiful golf courses, the weather comes into play. There are so many different pieces with it being outside; it’s not confined to an arena or a stadium. There’s that additional aspect of wildlife -- you see videos of alligators on a golf course or someone hitting a shot into a pond. It lends itself to moments that aren’t relegated to a single space.
