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 Organizations. And, as a signature sponsor of the Masters Tournament, Coca-Cola had to thread the PR needle, trying to land on the right side of history without alienating the powerful Augusta National Golf Club, the pro golf establishment and all of their supporters. In this episode, retired Coca-Cola Vice President of Communications Ben Deutsch shares his recollection of the showdown, and Dr. Martha Burk explains how she orchestrated an effective pressure campaign against Masters Tournament sponsors and Augusta National members. Plus, Ben Deutsch shares a few more tales from his tenure at Coca-Cola, and some of the important lessons he learned while overseeing the communications operation of one of the world's most recognizable brands. Learn more about your ad choices. Visit megaphone.fm/adchoices