I have a lot of friends, in and out of golf, and there is a mutual trust. I'm very serious at the course. Maybe if I joked around more around the press tent, your image of me would be different. But that's not me. And the golf course is my office. If I come up to you when you're writing a story, are you going to drop everything to talk? Or are you going to say you're too busy doing your job?
If you can get someone to laugh with you, they will be more willing to identify with you, listen to you. It parts the waters.