Tiger Woods Public Relations' Nightmare

Tiger Woods will perhaps be the sports world's first billion dollar athlete.  Until this past weekend, his sterling reputation has earned him a great deal of that fortune.  Now, after a bizarre, middle of the night traffic accident outside his Florida home, he's drawing unwanted attention to himself for refusing to answer basic questions concerning what happened on the night of the accident.  He's refused to speak with the Florida Highway Patrol and instead opted to post a short explanation on his website.  This isn't good for Tiger, his family, or his reputation.  No matter what happened to cause the accident, it would be better for him to come clean and tell the whole story once and for all.  Until he takes responsibility for what happened and reveals all, the media will spin tales of conjecture that can only hurt his reputation and his family.  You'd think that someone on Team Tiger would admonish the 33-year old golfer that such public relations snafus lead to larger, unintended problems later.  If you don't think so, just ask Richard Nixon or Bill Clinton.  It's good public relations to get the truth out quickly and accurately.  No matter what the truth is, if you're honest and take responsibility for it, the story dies with your revelation and admission of responsibility.  If you don't, well look at the long line of public figures who've chosen the other route.  How'd it work out for them?
Posted by Peter Schweitzer on November 30, 2009 12:00 am