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April 30th, 2003 Can this reputation be saved? The
short answer: While most of us have been following the Gulf war on CNN, the Golf War has been playing out on ESPN. The fireworks may not be quite as photogenic in this PR war, but it has featured more interesting defense strategies than the one that just ended in Takrete... Round
One: Martha
Burk, the National Council of Women’s Organizations Chairwoman,
wrote to Augusta National Chairman Hootie
Johnson asking him to allow Augusta National, the golf club that
hosts the annual Master’s Tournament, to admit women. Johnson,
sounding like a throwback to the Old South, replied that Augusta would
not be forced into admitting a female member “at the point of
a bayonet.” Round
Two: Burk then put pressure on the Master’s Gold Tournament
advertisers to boycott the Tournament. Hootie executed a brilliant strategic
move and cancelled all advertising, thus winning the undying devotion
of television viewers everywhere. Round Three: Burk upped the ante by pressuring Tiger Woods and other players to come out on the side of equality. Woods complied, but Hootie counters by hiring a crisis communications consultant and championing the constitutional right of private clubs to admit whomever they want. Now Hootie has the Boy Scouts on his side. Score: Hootie 2, Burk 2. Round Four: Burk orchestrates a demonstration of force, but a local judge removes Burk’s troops to a remote location. Hootie 3, Burk 2. Opening Day Arrives. Rain delays the start of hostilities. When battle finally commences, Burk can barely muster a battalion; 75 bedraggled souls were on hand, and Burk herself was only on the battlefield for an hour. (She had to make it back to plan her next press conference.) In contrast, Hootie rallied Pat Buchanan, Gary Player and a host of other heavy hitters to come out on his side. Score Hootie 4: Burk 2. |
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Augusta
National 
End
Game: Burk is now pressuring members to give up their membership,
but the momentum has clearly been lost. We doubt we’ll see Burk’s
statue falling in the streets of Augusta any time soon, but Hootie has
clearly won the battle, and will probably win the reputation war. Talk
around the clubhouse is that Augusta will probably admit a female member
sometime in the coming year. 
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