THE TIGER WOODS AFFAIR
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Ithaca Public Relations
Tiger Woods has now spoken publicly about the incident at his home last
Thanksgiving, and the activities that led to it. Woods was a P.R. success
story whose image was cultivated very carefully over the years by some
very good handlers.
Unfortunately, they made some huge mistakes this time. But, they’re
mistakes we can learn from if we ever find ourselves in a crisis
communications or reputation management situation, no matter how big
or small.
DON'T PLAY THE WAITING GAME
The media spent most of the first day speculating about what led to the
incident and why it happened. It also spent the day pointing out that it
didn’t have many details and that Woods wasn’t saying anything. This is
important, because in today’s 24 hour news cycle, there’s a lot of time for
commentators to fill with speculation when bad news breaks, and for
newscasters to point out they know very little about why or how an
unfortunate situation occurred.
Commentators love to speculate, so in any crisis communications
situation, issuing one statement or a series of brief ones can help
eliminate the speculation, and also allow you to begin controlling the
story, or present your case/side of the story, so that your message gets
out to the public and you begin minimizing or eliminating negative
publicity. .
Another option for Woods (and in any crisis communications situation) is
to let the press know a statement will be issued at a specific time. This
tells the press it will have something new to report at that time, and can
immediately reduce commentator speculation and news reports that no
more information is available. The media may still cover the story, (it
absolutely would have in Woods’ case), but it’ll also be much more likely
to start giving more coverage to other important stories taking place at
the time, and less to your story.
Given what we now know about why the incident occurred at Woods’
home, it’s understandable that his handlers didn’t want to say something
that could come back to haunt him in a courtroom. That’s always a
legitimate concern, but in the end, carefully timed and worded statements
are better than speculation and non-stop reporting of the fact that there’s
no information about a sensational and negative story.
DID TIGER SAY THE RIGHT THINGS?
Tiger Woods was essentially forced to finally say something publicly… to
quell rumors about steroid use and to ask the paparazzi to leave his
family alone.
The rumors and the invasion of his family’s privacy may have happened
even if he’d said something publicly back in December, which he should
have done. But, let’s look at what he said in his “public statement”. (The
Insider won’t call it a press conference because it wasn’t.)
Woods said the right things. He admitted to his indiscretions, apologized
to his wife, family, his fans, and the game of golf. He accepted
responsibility for them, and acknowledged the reasons that led to his
decisions. In this case, his lifestyle and sense of entitlement to behave the
way he did. (His words, not The Insider‘s)
These are critical statements, and the right ones to make. The trend
among news commentators and newscasters at the local and national
level, in situations such as this, is to talk/write about whether someone will
issue an apology and accept responsibility. Note that the media did the
same thing with David Letterman and his comments about Sarah Palin‘s
daughter.
ACTIONS SPEAK LOUDER THAN WORDS
Tiger Woods also checked himself into rehab.
Sometimes in a crisis communications situation, actions speak louder than
words. It’s not enough to say your company will clean up the
contamination. In today’s society, you need to actually do it. The media
and the public will demand it, and all of the right words won’t change
public perception if you don’t act on your words.
From a P.R. perspective, Tiger Woods did the right thing by checking
himself into rehab. But, he could have saved himself a lot of negative
publicity over the past few months, by issuing strategically timed, carefully-
worded statements that updated the press and public about his situation.
Doing so would have eliminated a lot of speculation and rumors.
THE BOTTOM LINE
Tiger Woods’ image will recover. It will take time and he’ll be under the
media and public microscopes for a while, but his image can be repaired.
Every crisis communication situation is different. The legal implications of
certain statements do need to be considered in some cases, but in
situations such as the one Tiger Woods is in, here’s the basic formula.
Acknowledge that the situation occurred.
Apologize and take responsibility.
State the corrective action that will be taken
Take the action.
Update the press and public with strategically timed, carefully worded
statements as needed
Related articles:
Will Toyota be the Next Tylenol or the Next O.J.?
The John Edwards Media Disaster
BP Oil Exec's Textbook P.R. Crisis Interview
Thanksgiving, and the activities that led to it. Woods was a P.R. success
story whose image was cultivated very carefully over the years by some
very good handlers.
Unfortunately, they made some huge mistakes this time. But, they’re
mistakes we can learn from if we ever find ourselves in a crisis
communications or reputation management situation, no matter how big
or small.
DON'T PLAY THE WAITING GAME
The media spent most of the first day speculating about what led to the
incident and why it happened. It also spent the day pointing out that it
didn’t have many details and that Woods wasn’t saying anything. This is
important, because in today’s 24 hour news cycle, there’s a lot of time for
commentators to fill with speculation when bad news breaks, and for
newscasters to point out they know very little about why or how an
unfortunate situation occurred.
Commentators love to speculate, so in any crisis communications
situation, issuing one statement or a series of brief ones can help
eliminate the speculation, and also allow you to begin controlling the
story, or present your case/side of the story, so that your message gets
out to the public and you begin minimizing or eliminating negative
publicity. .
Another option for Woods (and in any crisis communications situation) is
to let the press know a statement will be issued at a specific time. This
tells the press it will have something new to report at that time, and can
immediately reduce commentator speculation and news reports that no
more information is available. The media may still cover the story, (it
absolutely would have in Woods’ case), but it’ll also be much more likely
to start giving more coverage to other important stories taking place at
the time, and less to your story.
Given what we now know about why the incident occurred at Woods’
home, it’s understandable that his handlers didn’t want to say something
that could come back to haunt him in a courtroom. That’s always a
legitimate concern, but in the end, carefully timed and worded statements
are better than speculation and non-stop reporting of the fact that there’s
no information about a sensational and negative story.
DID TIGER SAY THE RIGHT THINGS?
Tiger Woods was essentially forced to finally say something publicly… to
quell rumors about steroid use and to ask the paparazzi to leave his
family alone.
The rumors and the invasion of his family’s privacy may have happened
even if he’d said something publicly back in December, which he should
have done. But, let’s look at what he said in his “public statement”. (The
Insider won’t call it a press conference because it wasn’t.)
Woods said the right things. He admitted to his indiscretions, apologized
to his wife, family, his fans, and the game of golf. He accepted
responsibility for them, and acknowledged the reasons that led to his
decisions. In this case, his lifestyle and sense of entitlement to behave the
way he did. (His words, not The Insider‘s)
These are critical statements, and the right ones to make. The trend
among news commentators and newscasters at the local and national
level, in situations such as this, is to talk/write about whether someone will
issue an apology and accept responsibility. Note that the media did the
same thing with David Letterman and his comments about Sarah Palin‘s
daughter.
ACTIONS SPEAK LOUDER THAN WORDS
Tiger Woods also checked himself into rehab.
Sometimes in a crisis communications situation, actions speak louder than
words. It’s not enough to say your company will clean up the
contamination. In today’s society, you need to actually do it. The media
and the public will demand it, and all of the right words won’t change
public perception if you don’t act on your words.
From a P.R. perspective, Tiger Woods did the right thing by checking
himself into rehab. But, he could have saved himself a lot of negative
publicity over the past few months, by issuing strategically timed, carefully-
worded statements that updated the press and public about his situation.
Doing so would have eliminated a lot of speculation and rumors.
THE BOTTOM LINE
Tiger Woods’ image will recover. It will take time and he’ll be under the
media and public microscopes for a while, but his image can be repaired.
Every crisis communication situation is different. The legal implications of
certain statements do need to be considered in some cases, but in
situations such as the one Tiger Woods is in, here’s the basic formula.
Acknowledge that the situation occurred.
Apologize and take responsibility.
State the corrective action that will be taken
Take the action.
Update the press and public with strategically timed, carefully worded
statements as needed
Related articles:
Will Toyota be the Next Tylenol or the Next O.J.?
The John Edwards Media Disaster
BP Oil Exec's Textbook P.R. Crisis Interview
Better Results on Facebook
Snail Mail Marketing That Works
The Key to Getting Press Coverage
Calling All Experts part one
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Return to The Insider
Advertisers Know This... You
Should, Too
The Power of Postcards
Roadblocks to Press Coverage
Toyota: The Next Tylenol or O.J.?
Return to The Insider
Calling All Experts part two
Press Releases 101
Press Kits That Get Attention
The John Edwards Media Disaster
Contact Us
Learn More About the I.P.R.
Proactive Approach... About Us
Our Services include seminars
The News is Not Always Good...
Crisis Control
Return to The Insider
Snail Mail Marketing That Works
The Key to Getting Press Coverage
Calling All Experts part one
Calling All Experts part three
Return to The Insider
Advertisers Know This... You
Should, Too
The Power of Postcards
Roadblocks to Press Coverage
Toyota: The Next Tylenol or O.J.?
Return to The Insider
Calling All Experts part two
Press Releases 101
Press Kits That Get Attention
The John Edwards Media Disaster
Contact Us
Learn More About the I.P.R.
Proactive Approach... About Us
Our Services include seminars
The News is Not Always Good...
Crisis Control
Return to The Insider
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