UPPER MONTCLAIR, NJ: Students from New Jersey's Montclair State University senior-level Public Relations management class are providing PR counsel for Lorena Ochoa, the Ladies Professional Golf Association's (LPGA) leading money winner.
Larry Weiner, assistant professor of public relations at Montclair State University, said the goal is to increase Ochoa's exposure to the Hispanic market in the US.
"We're working on a number of projects," he said. "Specifically for Lorena, we're working on getting feature stories in newspapers and magazines aimed at the US-Hispanic market, our primary target market. Secondary is the [mainstream] US media."
Officially, the students are handling PR for the golfer's Guadalajara, Mexico-based management company, Ochoa Sports Management. The relationship began when Weiner proposed having a student provide an internship
Weiner said the relationship began when he pitched the management firm to accept one of his students as an intern. As the scope of the project grew, it became apparent that a larger force was necessary. Now eight students and that first intern handle her PR for credits.
For Ochoa Sports Management, the group is creating a media contact database, a corporate brochures and presentation kits as well as media materials to be handed out at press conferences, which will help attract sponsors for the company's two other golfers not yet on the PGA Tours, Sophia Sheridan and Oscar Fraustro.
"We're also doing PR for Lorena's foundation in Mexico to raise funds to provide more golfing opportunities for the children of Mexico," Weiner said. "We'll be writing press releases for distribution in the US."
The work, which will increase next semester, is scheduled to run through May. All materials will be translated into Spanish as well.