How The PGA Tour Failed to Control the Narrative

When it comes to public relations in 2023, few things are more important than being first. Thanks to social media and aggregated news outlets, the first story out becomes the accepted story.

There’s something else important to remember. You can control the narrative. But you cannot lie, because that makes everything worse.

On the morning of June 6, I was in a client meeting when my cellphone started buzzing uncontrollably. I assumed it was an emergency, the only question was if it was professional or family. I checked my phone to realize it was neither. I’m a big golf fan, so everyone I knew was texting me about the sport’s breaking news on CNBC.

I left that meeting and watched the now-infamous CNBC interview myself. The PGA Tour and LIV Golf, funded by the Public Investment Fund of Saudi Arabia, had agreed to a merger. It was a stunner beyond belief. The PGA Tour had aggressively pushed back against the Saudi influx of money, proudly standing upon its moral standing as defenders 9/11 victims and their families. There were lawsuits filed by both tours against the other.

As it turned out, the “merger” was beyond belief because it was not a merger. Shortly after the CNBC interview aired, the official press release crossed the wire. The word “merger” was not in the press release. The…