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Explain your business in 100 words or less I'm an old-fashioned publicist. I relay a client's information to the press in a way applicable to the media's editorial needs. All of my products are golf-related, and the media I interact with cover the game, business, technology, instruction, equipment or fitness. I know thousands of sports and business writers around the globe. When did you start your business? I started when my first son was born. I wanted to be at home for him but couldn't walk away from a great career. I had worked in the marketing department of Lynx Golf with CEO Ron Drapeau, who later moved to Callaway Golf. Ron gave me a great opportunity to handle public relations for Lynx out of my home. Although Lynx became my first p.r. account in 1992, my career started a few years earlier when I was sent to California by the PGA Tour to assist in the pressroom at the Bob Hope Chrysler Classic in the late '80s. I did that for several years and then went to work for Landmark Land Company to run their press operations. Where is your business located? In a separate casita by my main house in Rancho Mirage. How many employees do you have? I have two part-time employees and one full-time employee, Dave Wagner. I couldn't run the business without him. He's good at all the work involved in making a good article, radio show or TV show happen. I do all the pitching of a particular product to the press, but there is much more to it. I have to have press kits, reports, follow-up, good photography and record keeping, and Dave handles all of that. How did you get involved in the golf business? When I graduated from college (Furman University in Greenville, S.C.), I contacted Henry Hughes at the PGA Tour for an interview. He liked me and said he would get me a job at one of the big tour stops. When the call came in from Rancho Mirage from the Bob Hope Classic, I knew opportunity was calling. Luckily, I did well on the interview and landed the job working in the pressroom. How did you raise the money to start your business and how much did it take? I didn't raise a penny. I started small and only bought what I could afford and paid for everything as I went along. I still carry no debt in my business. I grow it slowly and strongly doing a good job for my clients and only take on a few clients at a time. What's the best thing about being in the golf business? The people. We share the passion of a great shot with perfect trajectory or the thrill of sinking a long putt. The people love the game and the industry and they are upbeat and want to be at work. What's the one thing you didn't expect to happen that did once you opened the doors? Referrals, pure and simple. Journalists, colleagues and clients started saying nice things about what I did to promote a product. This has meant so much. It's one thing to say you're great, but it's another for someone else to say it. What sets your business apart from the competition? I'm not big on studying my competition. I want to stay small, elite and have a reputation for hands-on service. I've been in media relations for 20 years and still write my own pitches. I know my clients (which currently include Adams Golf, Fairway & Greene and Dockers Tour, among others) are getting more than their money's worth in advertising equivalency dollars in articles or shoots, and that is satisfying. What are some of the pitfalls of being in business for yourself? The only pitfall is not knowing when to take a break and enjoy your family. When you like your job you have to force yourself to stop. Your family will want your undivided attention and you have to be able to switch gears and be there for them. What advice do you have for someone wanting to go into business? Do something you enjoy. Ask yourself what makes you happy and how could you make money doing that. Something will come to you. My dad gave me some sage wisdom: "Get in the river, and let the river take you places you would otherwise not go to. Don't fight the river - go with its current and enjoy the water. If you must stop, stay on the riverbank for only a short time. Jump back in and let the river bring you new life." How often do you play golf? I play only once or twice a month. It's hard to get out because my children are great athletes so I'm often watching them play basketball, tennis or golf. It's important to encourage them at their passions rather than pursue my own golf game until they're older and on their way. Playing golf with them is so much fun for me, and they're both pretty good. What is your home course? Ironwood Country Club in Palm Desert. How old were you when you started playing golf? Two years old, maybe younger. My dad took me to Springsdale Golf Course in Princeton, N.J., on summer evenings after dinner. I fell in love with hitting a few good shots and kept practicing and started playing in tournaments, which resulted in me playing at Furman University. n Mary Beth Lacy can be reached at (760) 202-1181, or www.mblacy.com. |
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