Those responsible for the visual beauty of golf courses are often overlooked and unappreciated, something the Golf Course Superintendents Association of America wants to change.
So the Lawrence, Kan.-based group, founded in 1926 for people who manage and maintain golf facilities, chose Mullen Public Relations to enhance its image.
The Wenham, Mass., shop was awarded the business last month after the 18,000-member association held a review that initially included more than 200 public relations firms.
Golf course superintendents perform a "vital but fairly invisible role," said Peter Greer, co-director of Mullen Public Relations. "Many of these people are highly educated. They need to know about soil content and chemical usage and how to keep something like nature under control. But the only time anybody says anything [about a course] is when there's a problem."
Adding to that is the superintendents' own feeling that their jobs are neither stable nor valued, Greer said.
"If you don't have a great superintendent," Greer warned, "you're going to have a schlocky golf course."