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Reputation Management: Tiger Woods' challenge

By Suzanne Spurgeon  December 11, 2009

Reputation Management is a hot topic these days thanks to the Tiger Woods scandal.  Tiger may be the best golfer on earth, but his communication skills are sorely lacking.  The statements he has issued to date are too little, too late.  With 11 women--at last count--claiming to have  had sexual relationships with Woods, it's hard to imagine his good-guy, family man image can be fully restored. Woods needed to get ahead of the story right after the accident, but he missed that opportunity.  Now that the story has spiraled out of control, what should he do to stop the bleeding (no pun intended)? 

I think he has no choice but to stay behind closed doors and let the story play out.  He has bigger problems than his P.R. mess.  He should work on his personal problems first.  It seems to have worked for Britany Spears.  After getting medical and family help, she started to restore her public image.  I believe Woods would be wise to sit down for an interview with Oprah Winfrey but not until the dust settles a bit.  At some point, another celebrity scandal will break, and the media will begin to move away from the Woods story.  Of course, the first time Woods plays in a tournament, the story will be back on the front burner.  If he plays at his usual skill level, the story will begin to fade.  If he chokes, all bets are off. 

I look for advertisers to take a wait and see attitude.  If more shoes drop,  we won't see Tiger ads on the air any time soon. 


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