Russ Christ works with clients like the Southwest Section PGA to create winning strategic public relations plans. We don’t generate publicity for publicity’s sake – we make sure that the results from the PR plan will support and accelerate the business goals of the client.

1. What allows us to fundamentally understand the role that PR plays within the larger framework of a client’s goals?
APPROACH
An independent firm founded in 2003, Russ Christ PR provides senior-level public relations and communications counsel.
We help clients achieve their business goals by getting them exposure and credibility unmatched through any other
marketing medium. We strive to exceed their expectations at all times.
Russ Christ has developed a specialty focus on small and mid-sized companies with “innovativequot; ideas, services and
technology. Our clients include some of the Southwest’s most exciting and most innovative businesses, including the
Southwest Section PGA, Pine Canyon, Phoenix PMI Chapter, and Imaging Technology Solutions. Russ has also done
project-based work for a number of companies and organizations.
Russ has personal and professional relationships with key editors and reporters in a wide range of media

He has nearly 20 years experience in every facet of marketing and public relations both inside agencies, corporations and

non-profits
An accomplished writer, Russ has been published in numerous newspapers and trade journals under his own or his clients’

byline
His publicity strategies and execution continue to result in features on clients in respected and influential media outlets in

the county
Russ holds a bachelor’s degree in English from Hamilton College and has completed post-graduate work at Ohio

University.

2. Media initiatives for the Southwest Section PGA…
Generate increased awareness of The Southwest Section PGA and its involvement in the community

Solidify and develop relationships with local media

Secure profiles of members in local newspapers or magazines, including photos

Significantly assist with Media Day for the Arizona Open

Assist in media buys for year round advertising initiatives including the golf pass, Play Golf America, lesson advantage card

Develop copy for radio advertising

Spend time at the section office to open lines of communication and generate ideas for new PR initiatives

Work with new sponsors to develop press releases to announce their partnership and involvement with the section

Consistently work with sponsors to develop awareness within the section of new products, company initiatives, etc.

Be available for proofing bi-annual magazine and section calendar

Assist in gathering information for each of the above

Contribute articles of interest to be included in the Southwest Section PGA magazine or other publications

Gather printed material for uploading on the sections “members in the news” webpage


3. About The Southwest Section PGA
The Southwest Section PGA is one of 41 sections of the Professional Golfers' Association of America. Its
boundaries include Arizona and Clark County, Nevada. Within the Section is a Southern Nevada Chapter
and a Southern Chapter to further facilitate programs within those areas.
Its membership consists of a group of professionals dedicated to making golf a better game. They wear
many hats; trained instructor, business manager, accomplished player, personnel manager, junior golf
mentor, role model, community leader, rules authority, humanitarian, fund-raiser, and many more as
these club professionals are responsible for the day to day activities at many of our golf facilities. The
SWSPGA includes nearly 1,400 PGA members and apprentices involved in the operations of more than
350 golf facilities. The Section is the local delivery system for the PGA of America programs and activities
to promote the game of golf in this region and to enhance the skills of its members.
In 2007 the SWSPGA hired Russ Christ as a consultant for its media and public relations services.

5. Russ Christ works with clients like the Southwest Section PGA to create winning strategic public relations plans. We don’t generate

publicity for publicity’s sake – we make sure that the results from the PR plan will support and accelerate the business goals of the
client.
Media Access

When you’re ready to tell your story, Russ Christ can access a media database to create a target list of editors, writers, reporters and
freelancers who cover your market. Russ has many direct media contacts as well as the experience to effectively build new ones on a
client’s behalf.
Press Release Writing

The team understands that the process of press release writing is a dying art. We still believe in the power of a well-written, correctly
formatted and attention getting press release. We also know that these are not works of art that require dozens of agency hours to
write. Our writers cut to the chase, creating a release that gets attention but not at the expense of the budget.
Authored Articles

Our work has been showcased in many major newspapers, Websites and other publications, either under our own byline or those of
our clients. We are expert at creating and then placing authored articles in publications that help clients gain credibility.
Customer / Member Communication

The advance of the Internet has led to an unprecedented ability to connect with customers or members. In many cases, these are
your most important constituencies. Any smart communications professional should make customer communication a critical part of
an overall public relations program. We work with clients to make sure that programs and messaging are aligned with
customer/member values and impressions of the brand.
Press Tours

Agency personnel have been on both sides of the Press Tour fence: the harried account exec making sure that the meetings come
together as well as the company exec whose business is on the line in each interview. This perspective serves clients well; We make
sure that press tours are productive but enjoyable; and ensure our clients are prepped before each interview with the information
they need to have a successful meeting.

6. Increase its visibility with placements in…
The Arizona Republic

East Valley Tribune

Arizona Golfer

Desert Golfer

Scottsdale Republic

Bunker to Bunker Golf Show

KTAR Radio 620 AM

Backspin the Golf Show

www.azcentral.com

Ahwatukee Magazine

Southern Arizona Tee Times

Tucson Citizen

Golfer’s Guide

www.azgolf.org

GolfAZRadio

…among others

7. What we did: Media outreach, authored article,
photo shoot coordination and
communication.
The result? Media coverage in regional
magazine.

8. What we did: Press release writing, media
outreach
The result? Media coverage in several
outlets, including the Arizona
Republic.

9. What we did: Press release writing, media
outreach, photography, interviews
The result? Media coverage in several
outlets, including the Arizona
Republic.
The winning team from the Southwest Section PGA beat their amateur counterparts from the
Arizona Golf Association for the 25th straight year at the 48th Goldwater Cup Matches in
December 2008 at Mesa Country Club.

11. What we did: Media query to publisher,
coordination of photography,
authored article.
The result? A four-page piece in a highly-
regarded regional golf magazine.

13. What we did: Press release and advertising
copy writing, media
outreach, photography
The result? Media coverage in several
newspapers, radio stations and
magazines.
Curt Hudek, executive director Southwest Section PGA, offers
instruction at Play Golf America Day.

15. What we did: Press release writing, media
outreach
The result? Media coverage in several
outlets, including the Arizona
Republic and Arizona Golfer.
Southwest Section PGA Taps
Vito Berlingeri as Marketing Director
For Immediate Release
May 30, 2008
Contact: Russ Christ (480) 577-3698 e-mail: russchrist@msn.com
(Scottsdale, Ariz.)-- The Southwest Section PGA announced that Vito P. Berlingeri of Scottsdale has been
named marketing director.
For the last two years Mr. Berlingeri was director of operations/business development for Hot Stix Golf
in Scottsdale. Mr. Berlingeri was directly responsible for the leadership of day-to-day store operations at Hot
Stix, which included a staff of 50 employees in customer service, fulfillment and scheduling teams, club
builders and fitters. Prior to his position with Hot Stix, Mr. Berlingeri was vice president of marketing for
Scottsdale-based Profile Sports- GreenFix Golf.
A former Division I basketball player at Pace University in Westchester, N.Y., Mr. Berlingeri brings
extensive professional experience to his new role with the Southwest Section PGA. He has 20 years of
corporate management, marketing, communication and sales experience with AT&T, Lucent Technologies
and HCI Technologies.
Mr. Berlingeri, along with fellow marketing director Amanda Copithorne, will oversee the marketing and
sales opportunities for the section. Among his responsibilities are marketing/sales for the AT&T Arizona Open,
the Southwest Section PGA’s most prestigious event, and overseeing the success of the Bill Farkas Sr.
Charity Golf Tournament in Support of Junior Golf, which is held in December.

17. What we did: Press release writing, media
outreach, photography and follow
up to ensure placement.
The result? Media coverage in several
publications.

19. What we did: Press release writing, media
outreach
The result? Media coverage in Phoenix
Business Journal.

20. What we did: Created local angle. Media
outreach to editor and reporter.
Followed up with everyone
involved.
The result? Profile article in Scottsdale
Republic.

22. What we did: Coordinate photo shoot, press
release writing, media access
and outreach.
The result? Coverage in several
media outlets, including the
Arizona Republic.

24. What we did: Press release writing,
media outreach.
The result? Media coverage in
golf publication.

25. What we did: Media outreach, authored
articles, press release, photo
shoot coordination and
overall communication.
The result? Significant media coverage
across a wide spectrum of areas.

26. What we did: Media outreach, media tours of
property, creative design, and
leveraged relationships with
media.
The result? Arizona-based media coverage.

27. What we did: Media outreach,
photo shoot coordination and
press release writing.
The result? Media coverage local
publications.
Marcia Reck, (middle) director of Arizona Adoption & Foster Care, said the money is well timed. “It will make all the
difference,” Reck said. “It will help us fund a program to take foster children to a camp in Heber.” Mike Rafferty (left),
host of GolfAZRadio, called the AAFC a “very deserving organization.”

28. What we did: Media development and
photography
The result? Improved professional
relationships.

29. What we did: Created query to publisher,
photo coordination and follow up
communication.
The result? Media coverage in regional golf
magazine.

30. What we did: Media outreach, photo shoot
coordination and communication.
The result? Media coverage two of the largest
daily circulated newspaper in
state (Arizona Republic and East
Valley Tribune.)
Jeff McElfresh, VP of AT&T, with amateur golfer Philip Francis.

31. What we did: Media query via e-mail and
telephone.
The result? Placement of article authored by
respected writer.

32. What we did: E-mail query to reporter.
The result? Preview article in major national
newspaper.
Trials can't knock Demsey off course
by John Davis - Sept. 10, 2008
The Arizona Republic
What, me worry?
Todd Demsey hasn't adopted that as his motto, but it would be hard to find one that fit any better.
Not that he hasn't had ample reason to fret.
After being sidelined for nearly two years by a ruptured disk and enduring two surgeries to
remove a golf ball-sized tumor from his brain, the former Arizona State All-American has been
through more tough times than your average golf pro.
Yet, none of it has thrown him off that even keel he has maintained since his high school days,
when he was laid up for two months with a fractured vertebra.
quot;I never really let it bother me too much, even when that stuff was going on,quot; Demsey said. quot;I
always just felt like everything was going to work out. Consciously, it never really affected me a
whole lot.quot;
Demsey will be playing in the AT&T Arizona Open, which runs today through Saturday at
Desert Mountain in Scottsdale, after receiving a sponsor exemption for the event that he won in
1998.
This year he returned to the PGA Tour for the first time since 1997, earning his tour card in
qualifying school last December by shooting a final-round 8-under 64. This season on the tour
has been an exercise in contrast as Demsey missed the cut in his first eight events and made the
cut in seven of his past 10. That leaves him 202nd on the money list and in need of a strong push
during the Fall Finish, which will include the Frys.com Open at Grayhawk Golf Club in
Scottsdale, Oct. 23-26.
quot;It works well with my schedule to play (in the Arizona Open),quot; Demsey said. quot;I was able to take
a couple weeks off, and now I can get back in competition before the final push. I had played 10
out of 12 weeks, and I really needed a break.
quot;Early this year, I wasn't really playing bad. I was missing cuts by 1 or 2 shots. I had used a long
putter for a long time and switched to a regular putter because I thought I could get on some
better runs with it, and it took time to get used to it.quot;
Demsey, who grew up in San Diego, had a stellar amateur career, which included an NCAA
Championship at ASU, where he teamed with Phil Mickelson. He had a 3-0 record in the Walker
Cup in 1993 as a teammate of Justin Leonard and was Tiger Woods' teammate on the winning
1994 World Cup team.

33. What we did: Media outreach, press release
writing, photo shoot coordination
and communication.
The result? Documented event history via
photos and news clippings in
local media..
Top (left to right)
Ashley Robison from the Phoenix Children’s
Hospital Foundation accepts a $10,000 check
from AT&T’s Jeff McElfresh.
The Southwest Section PGA announced that
Larry Miller Toyota in Peoria has was named
the presenting sponsor of the 2008 AT&T
Arizona Open. Joe Dennis speaks at the Pro-
Am.
Vito Berlingeri (orange shirt) presents awards
after the Pro-Am.
Bottom (left to right)
BB Smokes’ owner and SWSPGA sponsor
Brad Berko poses with Curt Hudek from the
SWSPGA.
Three-time champion Danny Briggs easily
wins the Pro-Am.

35. What we did: Media outreach, press release
writing, e-mail blast and follow up.
The result? Media coverage in statewide
publications.

36. What we did: Media outreach, authored article
and press release, coordinated
photo shoot.
The result? Media coverage and
photography.
Larry Miller Toyota Named Presenting Sponsor
of 2008 AT&T Arizona Open
Scottsdale, Ariz. (July 28, 2008)--The Southwest Section PGA announced today that Larry Miller Toyota in
Peoria has been named the presenting sponsor of the 2008 AT&T Arizona Open. The prestigious 54-hole,
stroke play championship will be conducted in North Scottsdale at Desert Mountain’s Apache Course from
September 11 to 13.
Joe Dennis, general sales manager of Larry Miller Toyota, which has a 25-year history in the West Valley, is
excited about the partnership. Mr. Dennis said Larry Miller Toyota is one of the top Toyota dealerships in the
Denver (Western) region and one of the top six Internet dealers in the U.S.
Larry Miller Toyota, one of the largest Toyota automotive dealerships in Arizona, also has a full service
department, rental cars and used cars. “This is an exciting opportunity for Larry Miller Toyota to be involved
with professional golf, the Southwest Section PGA and the 2008 AT&T Arizona Open at Desert Mountain,”
Dennis said.
The second longest-running professional event in Arizona behind the PGA Tour’s FBR Open in Scottsdale,
the AT&T Arizona Open is also one of the most prestigious events of its kind in the United States. “That’s
primarily because of our players and our generous sponsors,” Curt Hudek, executive director of the
Southwest Section PGA, said. “It always has one of the best fields and largest purses in the country and
that’s because of our players and the involvement of companies like AT&T and Larry Miller Toyota.”
Scottsdale resident Julien Trudeau is the defending champion. He won the 2007 AT&T Arizona Open at The
Golf Club Scottsdale.

37. What we did: Media outreach and press
release writing.
The result? Media coverage in regional
magazines, newspapers, radio
and more.

40. What we did: Media outreach, authored article,
photo shoot and interviews.
The result? Media coverage, photography.
Greg Bruckner, the 2003 champion, easily birdied the 54th hole in regulation to get to 18-under, but
lost in a one-hole playoff to Mike Ferris.

41. Mike Ferris pounds his drive 365 yards down the first fairway during the final round.
“I had an inner belief in myself the last couple months,” he said. “These last two
tournaments (he won Desert Mountain’s 2008 staff championship) I’ve committed
Ferris, who works at Desert Mountain, and lives in Scottsdale, myself to going out and winning.”
poses with championship trophy from the 64th AT&T Arizona
Open, contested at the Apache Course September 11-13, 2008.
He collected $20,000.

42. What we did: Media outreach, leveraged
relationships, press release
writing.
The result? Media coverage in respected
newspaper.

43. What we did: Photo shoot coordination and
communication.
The result? Media coverage and history
documentation.

44. The Third Annual “Swing Fore Kids Golf Classic” at Wildfire to Benefit Phoenix Children’s Hospital Animal Assisted Therapy Program

PGA Play Golf America Day Scheduled for McCormick Ranch Golf Club

Southwest Section PGA Taps Vito Berlingeri as Marketing Director

Eddie Grant, former NFL Player, Takes on Junior Golf Leadership Role for Southwest Section PGA

Southwest Section PGA Donates $10,000 to Phoenix Children’s Hospital Foundation

Vistal Golf Club to Host 2008 State Special Olympics Golf Championships

Larry Miller Toyota Named Presenting Sponsor of 2008 AT&T Arizona Open

Trudeau to Defend AT&T Arizona Open Championship at Desert Mountain

Southwest Section PGA Donates $2,500 to Arizona Adoption & Foster Care

64th AT&T Arizona Open at Desert Mountain’s Apache Course September 11-13

Amateurs among favorites at Open

Trials can't knock Demsey off course

Mike Ferris wins 64th AT&T Arizona Open in Playoff

Southwest Section PGA Donates $25,000 to Golf Industry Association

United Golf Group of America Named Southwest Section PGA Sponsor

PAYNE-MASON Cigars Are Like a Boutique Winery

SkyCaddie New Sponsor of Southern Nevada Chapter Meeting and Pro-Pro

Golf Industry Association of Arizona (GIA) to Host Annual Meeting at Moon Valley Country Club

Euan Dougal Settling in as Director of Golf at Silverleaf

BigChiefCigars.com and BB Smokes Named Sponsor of Southwest Section PGA

Golf Buddy Sponsors Two SWSPGA Events

SWSPGA sponsor Best Approach Unveils CourseFlight 3D Flyovers

Mulholland Broadens Brand Narrative and Heightens Fashion Presence with Four New Collections

Callaway Golf Apparel Introduces Fall Line

Southwest Section PGA Announces Sale of Annual Golf Pass

Southwest Section PGA beat amateur counterparts from the AGA for the 25 th straight year at the 48th Goldwater Cup Matches

Whitcomb's term as PGA president ending

Ashworth Announces New Collection

The Antigua Group Sponsors Antigua Team Championship Again at Grayhawk

Legendary Headwear Puts the Green Back in Green Grass Golf

Southwest Section PGA Names Annual Special Award Recipients

Thunderbirds Donate $10,000 to Support “FBR Junior Open” January 3-4 at Ocotillo Golf Resort in Chandler


45. STAFF
Executive Director - Curt Hudek - chudek@pgahq.com
Tournament Director - Jim Franko - jfranko@pgahq.com
Marketing Director - Vito Berlingeri - vberlingeri@pgahq.com
Junior Golf Director- Frank Calvin - fcalvin@pgahq.com
Tournament Operations/PAT - Mike Martino - mmartino@pgahq.com
Southern Nevada Chapter Coordinator - Paul Brown - pbrown@pgahq.com
Southern Chapter Coordinator - Rick Price - southernchapterpga@yahoo.com
Member Services - Maureen DeWolf - mdewolf@pgahq.com
Administration - Mike Burhans - mburhans@pgahq.com
Administration - Chuck Roose - croose@pgahq.com
Media Consultant: Russ Christ – russchrist@msn.com
Southwest Section PGA
10685 North 69th Street
Scottsdale, AZ 85254
Phone: (480) 443-9002
1-800-688-0742
Fax: (480) 443-9006
Web site: www.southwest.pga.com

47. Russ Christ PR
306 E. South Fork Drive
Suite #201
Phoenix, AZ 85048
(480) 577-3698
russchrist@msn.com
http://www.linkedin.com/in/russchrist
http://twitter.com/russchrist