19. Coca-Cola and the Masters Tournament, with retired Coke Comms VP Ben Deutsch and Dr. Martha Burk

Lead Balloon - Marketing, Public Relations and Strategic Communications Stories · Apr 1, 2021 · 58m

Home to the Masters Tournament, the Augusta National Golf Club typically serves as a backdrop for sports drama.

But in 2002, the club itself became the story, as its men-only membership policy came under the microscope in an unexpected and sensational showdown between women's rights activists and the club's defiant adherence to "tradition."

The tale of how the conflict came to a head is an unlikely Public Relations parable in its own right, driven by two iconoclasts of their era: Augusta National chair Hootie Johnson and Dr. Martha Burk, the chair of the National Council of Women’s…