News conferences present public relations risk and opportunity for organizations and brands. Today’s news conference by Ryder Cup captain Paul McGinley demonstrates both.

Technology glitches deflated the drama of announcing wild card, or captain’s, player picks. But McGinley’s approach to announcing his picks to fill out the Euro Ryder Cup team received positive media reviews by the likes of Golf Channel’s Tim Rosaforte.

Players who called into the news conference experienced broken and dropped calls. When depending on technology for public relations efforts to drive interest in your brand, news conferences require redundant, dependable technology. Of course, it pales in comparison to reports of drunken behavior at at 2012 Ryder Cup news conference. Drunken Euros Soil Ryder Cup Brand

Captain Paul McGinley, however, scored well with media keeping his announcement simple and straightforward. He listed his captain’s picks and then took media questions. Rather than announcing a player and discussing each individually, he announced a series of three. The human brain processes and retains information efficiently in series of threes. McGinley set the stage for telling stories of his final picks for the 2014 Ryder Cup at Gleneagles, Scotland. Whether you’re a CEO or leader of a golf team, a leader’s ability to tell stories that support their initiative builds credibility, buy-in and action. All great leaders tell great stories.

Public relations always impacts a brand. The Ryder Cup brand is steeped in tradition, excellence and pride. Technology failed the brand’s reputation for excellence. But McGinley’s story-telling ability registered well on tradition and pride.