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.
