Brand Image Management: Tiger Woods

Dear Tiger,

You are in a painful explosion you’ve ignited rocking your world as you knew it. Admitting  your transgressions is tough for you, your family, friends, fans, sponsors and supporters, but hearing it from you beats denial or a lack of  response. Here’s another for you to look at it. At least everything is coming out in the open, right? You might be feeling some minor relief yourself. This could be your first significant  step in moving forward.

Here’s the thing.  We wanted to hear  from you when your story first broke. Maybe you thought the story would just disappear. See, that’s  another form of denial.  I’ll repeat what I said in my first letter.  Get it all out in the open soon. Only you know the answer to the question on so many people’s  mind.  Is there more to come?  The lesson you had to learn the hard way, to manage a crisis you need to get it out there ahead of the headline.

Many people are comparing your crisis situation to a famous basket-ball player.  But there are a couple of major differences between you and Kobe Bryant.  He was accused of rape. Not an alleged consensual almost three year long affair. And Mr. Bryant’s  persona was not as connected to the public as yours.  You’ll recall he eventually held a news conference facing the consequence, and the media, in a sea of remorseful tears on national TV!  His sincere apology was emotional and believable.  The strategy though, of  his wife holding his hand while he talked about his adultery backfired.  How many wives can you imagine hand holding while their man admits to cheating  in a scene played out on a world stage? Or even in the bedroom?  Yes, I heard the jokes about the rock on her finger she flashed while dutifully “standing by her man.”   For a number of women, a golf club seems more fitting, doesn’t it.

You will want, no, you will need to get in front of the public sooner than later. While you, your lawyers and PR team strategize, keep this is mind:  Part of your brand image repair depends on when and how you deliver your apology.

On one hand, people are cheering for you and your family to get through this thing. Others are jeering and joking. Bad news buzz burns  fast.  And as soon as another public figures get caught in a similar indiscretion, you will move to the back burner. But what does  future look like for you? It depends on how you move forward to handle yourself  and your public image.

Your sponsors are rallying around you while your personal life unravels,  but one thing is certain.  If  future indiscretions surface, you will need more than brand management to be the Tiger Woods the world thought they knew. Humility, honesty and urgency are your best options right now. Seize this chapter in your life to make friends with them.

Warm wishes,

Judy

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