| Few athletes have been able to cultivate Tiger | | | | the public has a short memory and ultimately likes to |
| Woods' revered status as a global personality. With his | | | | see happy endings. Here's how Tiger can reinvent |
| immeasurable talent, Woods brilliantly created an iconic | | | | himself: |
| personal brand - one that attracted passionate fans | | | | 1. Stay out of the limelight for at least six months. While |
| and corporate sponsors wanting to align themselves | | | | golf lovers and TV ratings will miss having Tiger on the |
| with his image. Following his recent scandal, Tiger's | | | | tour, it's the smart move from a PR standpoint. It will |
| cataclysmic fall from grace will be the subject of public | | | | give fans time to miss and forgive him. |
| relations case studies for years to come. | | | | 2. Say you're going to focus on your family - and do it. |
| The public has learned that this larger-than-life | | | | Stay out of the media spotlight until your life is back in |
| personality is not only human but tragically flawed. | | | | order than resurface as a rehabilitated family man. |
| Now, the overriding question is whether he can ever | | | | 3. After a reasonable period of time (six months to a |
| rebuild his brand, public image and reputation. The | | | | year), promote your charitable works. Tiger has a |
| answer is yes, but could Woods' handlers have | | | | charitable foundation that focuses on educating |
| prevented such a PR debacle in the first place? | | | | children; he should dedicate his laser-like focus on |
| Following are basic tenets of crisis communications | | | | making it an even bigger success. That way, he can |
| that might have helped Tiger mitigate a flown-blown | | | | start making news for his humanity instead of his |
| disaster. | | | | celebrity. |
| 1. Disclose, disclose, disclose. If the National Enquirer is | | | | 4. Hope for another celebrity disaster. Cynical, yes, but |
| going to publish a major scandal, get in front of it is | | | | the public loves scandals. Tiger's debacle will begin to |
| before the newspaper hits the stand. This allows the | | | | fade from memory once another celebrity meltdown |
| celebrity to manage the crisis rather than have it | | | | emerges to satiate the unending appetite for gossip. |
| "revealed" bit by bit, day after day. By putting the story | | | | Celebrities - even the world's greatest golfer - are |
| out there first, the celebrity can shape how future | | | | human beings like the rest of us. They get in trouble |
| revelations are perceived (and believed). | | | | when them become isolated from reality and forget |
| 2. Release a statement that takes responsibility for | | | | who made them famous in the first place. The |
| past discretions. Own up to your faults instead of | | | | average Joe wants to believe in greatness. We |
| chastising the media monster that you helped create | | | | expect decency, loyalty, morality and good judgment |
| for your lack of privacy. When fans feel betrayed, | | | | from those we have helped elevated to icon status. |
| they want an apology, not excuses or admonitions. | | | | When that fails, we want them to be forthright and |
| Give them one. | | | | honest. It's hard to repair a tarnished image, but it is |
| 3. Take your knocks early and often. Let the story | | | | possible with smart, strategic PR and a good sprinkling |
| play out quickly. Say your piece and then go away. | | | | of humility. |
| So how does Tiger move on from here? Fortunately, | | | | |