Public relations strategists can debate the proper and most effective ways to escape a crisis. Before giving their guidance, they look at the basic information and prior examples. Then they make a judgment on how to best approach the situation: How can they best achieve positive results? When is silence best? What’s the best route to victory?
I question the judgment of a public relations professional’s suggestions for how Tiger Woods can save face in his current, still exploding, scandal. Based on his advice, Woods would come up on the losing end. The PR guy’s list includes:
1. Woods and his wife need to meet authorities and explain what happened after his car crash; 2. Woods needs to make a statement disclosing the real story and the basic facts; and 3. Woods needs to go forward with his charity tournament this week and get back to his public schedule.
Although I’ve never counseled anyone – especially such a high-profile celebrity like Woods – on how to recover from bad press, this strategy seems ill-advised. Evidently, Woods agreed, going in a different direction and choosing to keep the details of early Friday morning private. He’s also requested more compassion and integrity from reporters covering his crash, its build-up, and its aftermath.
Tiger Woods broke his silence about his car crash (Flickr/jameskpoole)
Woods issued a statement this afternoon that is hard not to agree with. From the initial reports of the accident, it makes sense to believe that this collision was a simple mismanaging of Woods’ automobile. Reading more into it – and making more of it – is irresponsible until someone can prove allegations of spousal abuse. There’s no reason to believe those reports.
Which is why Woods is handling it all so well by not speaking to police, addressing reporters, or giving credence to P.R. professionals who don’t really know what they’re talking about. He’s right to move ahead with his life, skipping ahead to the 3rd suggested step: “get back to his public schedule.” Nobody deserves to know anything more about the incident, and giving any more information at this point can only harm Woods. Right now he’s a media victim, not a media villain.
What that public relations guy fails to recognize is that Tiger Woods is not entangled in a crisis. He’s treating this as a car accident, something it was, that he caused because he’s not perfect, which he’s not. Already dealing with media already trying to inflate this story, Woods should not escalate it any further by listening to those who advocate treating a mole hill as a mountain.
7
call me melodramatic, but tiger is one of the last good guys standing. i dont think that he needs to justify himself at every turn, but i think there’s an argument to be made that when his character is called into question in such a pronounced manner, that we as his followers have a right to know what happened. If nothing happened, there is no need to over react; but if someone is crying foul, i would at least like him to deny the claim altogether. his reticence just makes me more curious. to use a very Greeny phrase, in the world of public opinion, athletes today are guilty before proven innocent.
I think I understand the PR guy’s point. The concern is that all the open-questions will fester and the media will continue to grow the story until the details finally break.
I respect and understand Tiger’s wishes to be left alone, and allow him and his family to deal with the details privately, but that’s not usually how media works.
The only difference here is that this is the sports world as opposed to larger celebrity, and very often ESPN and others will back off their stars in order to remain in favor. However, the best thing for Alex Rodriguez was to deal head-on with the accusations, and eventually admit guilt, at that point he could move on and go about his business.
I like how mundane this is all turning out to be (so far). Even when he has drama, Tiger Woods is boring. To me, that’s exactly what I expect from him. That’s why I agree with Danny’s advice. it’s boring. It’s Tiger.
There is a big difference between A-Rod’s drama and Tiger’s. As far as I’m concerned, no news is good news. Tiger’s “drama free” career has earned him the right to be left alone. There are so many other more important and juicy stories in the sports world right now – like the Rams and the Browns battling for the #1 pick!! I’m sure they’ll mess that up also.
Had he followed that advice, there would have been much less speculation. I do agree that it is none of our business, and because it was being investigated as a traffic accident, they were under no obligation to talk to the police. However, because they waited so long to issue a statement and the fact that he is not going to participate in his upcoming charity tournament, the media will keep digging away at this. Today’s athletes are indeed celebrities, and should expect to be treated as such (as they also reap the rewards). I agree with Raimy on this one.
Looks like after Tiger’s admission today, maybe he should have taken the PR Guy’s advice.
It would’ve looked much better if he came out open & honest from the start, instead of denying any wrong-doing until his extra-marital partners came out of hiding.
Tiger Woods has the personality of a dial tone.