I left a sweet marketing gig with TaylorMade-adidas Golf last summer. I could have left on Valentine’s Day, tracked the intimate business closely and not missed a single press release from one competitor — MacGregor Golf — until right before Halloween.
Absent a blog and online community, a company’s “News Center” on its website is among the more traditional ways to deliver new content for customers and partners.
But these areas left untouched for months usually indicate one of two things: (a) struggling company (b) unmotivated P.R. firm.
MacGregor Golf’s most recent press release announced a recapitalization to strenthen its balance sheet. It also announced the company CEO was leaving.
If you’re a privately held company with a website news section, consistently feed it with interesting announcements so industry watchers, journalists and business partners know you’re active. Great P.R. campaigns can help drive topline growth, attract new talent and keep your competition on edge.
Focus on the best ways for news to spread in your industry among customers and partners. Start there and build.
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