IS TIGER FAILING PR 3650?
The answer is yes, he and his marketing advisors probably are.
From the Web -
“The statement, issued by Tiger Woods through his web site on Monday, came as no
surprise. Dogged by questions about an early-morning, single-car accident outside his
home, Woods announced that he will skip an annual golf tournament he hosts in Thousand
Oaks, California, this week.
“I’m certain it will be an outstanding event,” he said on Monday, “and I’m very sorry that
I can’t be there.”
The decision to remain shuttered from public view continues a pattern by golf’s often-private
mega star and will likely turn up the volume on a growing controversy.
.) In refusing to
speak publicly, marketing and crisis-management experts say, Woods has failed to learn from
high-profile athletes who faced media scrutiny before.
(THE MEDIA KEPT DIGGING INTO
HIS PAST, AND FROM MINORITY REPORT WE KNOW WHAT HAPPENS WHEN
YOU DIG INTO THE PAST: “YOU GET DIRTY!”)
Athletes such as the Los Angeles Lakers’ Kobe Bryant, who faced a sexual-assault charge in
“If you take the long view, I think Kobe Bryant is the best example of how to turn this kind of
thing around,” said Michael Gordon of Group Gordon Strategic Communications in New York.
Viewed through the prism of what Bryant did right—and what others have done wrong—Gordon
believes that Woods “is failing PR 101.”
It has been widely reported that Woods was backing out of his driveway at 2:25 a.m. on Friday
when his black Cadillac Escalade ran over a fire hydrant and struck a tree in a neighboring yard.
His wife, Elin Nordegren, told authorities that she used a golf club to break through a window
and remove him from the vehicle. Woods suffered injuries that included cuts to his face.
In the absence of further details, the incident has become fodder for supermarket tabloids and the
Internet with speculation about Woods having an affair and arguing with his wife.
So far, he has responded with brief statements on his web site, saying the accident was “my
fault” and “obviously embarrassing,” adding: “This is a private matter and I want to keep it that
His comments have raised more questions than they have answered, and he has repeatedly turned
away police seeking a follow-up interview.
“From a PR point of view, it’s a disaster,” said Ken Sunshine, president of Sunshine, Sachs