Crisis Communication Managment: Dear Tiger Woods

Dear Tiger,

You are still making headlines for all the wrong reasons. I’m not concerned about the gossip surrounding you. What is bothering me is how you are handling it. What I know about golf—you forgot when you were three. Look, you are the world’s top golfer, in fact you just received the AP Athlete of the Decade award on December 16. Golf is your expertise. Helping companies and individuals manage Crisis Communication and Brand Image Reputation is mine. What you’re doing isn’t working to your advantage, do you think? You need some coaching to make your best shot sooner than later.

Psychologists are pondering and pontificating about your behavior, trying to figure out what happened. You grew up on a world stage, with that perfect and private image. Are your transgressions an act of rebellion from all those years of discipline and extreme focus?  Maybe the revelation of your philandering was your shout out, “all is not well in my world.” Or is it that “rich and powerful, I did it because I could,” thing? On some level, you had to know that a  public figure of your status can’t hid a secret life. Some therapists are thinking your behavior might be serial, you know, infidelity repeat. I am wondering what is that demon of destruction that topples so many of the greats?

My guess is no matter whom you have let down, letting yourself down is going be your roughest course to master. It might feel like you landed in the sand trap—quicksand maybe, of your life. It isn’t clear if your wife is going to stand by her man, but some of your sponsors are making it known; “they aren’t standing by their brand man,” at least right now. They are managing their brand image. What happens next is up to you. I’m coaching you on how start to managing your crisis and make headlines for all the right reasons.

Keep in mind, no matter how effective you are in repairing the damage, if  “transgressions” surface in the future, you can’t bank on a mulligan to win back the Tiger Woods image. For now, you have camps of people hoping for the best for you, your wife and the sport that brought you fame, fortune and fans.

Top Five Tips to Management Brand Image Reputation.

1.) The first strategy of Crisis Communication: If you don’t tell your story, someone else will tell it for you. Step out of your privacy zone by taking a proactive approach to get this crisis behind you sooner than later. You are already late while the drip-drip method is keeping you in the headlines. Online statements don’t rank high in crisis management.

2.) Your next step: OKAY, you’re probably not prepared for 60 Minutes yet, but you can’t hide out forever. You are a public person with breaking news. Picture this scene blasted all over the media: You walking away from a gaggle of reporters shouting questions at you during your first public sighting. Or the first time you step on the green. And don’t fool yourself into thinking it won’t happen.

A news conference will provide the platform you need now. State up front that you won’t be taking questions. And don’t be tempted to answer just one or you open yourself  up to a Q&A session that I don’t think  you are prepared to handle. You might not have all of the answers yourself right now.

3.) About the apology, The Content: Don’t let anyone, including your legal team or your PR agency write it for you. Oh sure, they will advise you legally what can and can’t be said if there is pending litigation or other legal issues. Start by apologizing to your wife and family first. Avoid the slightest hint of tabloid victim or blame. I’m not inside your camp to know all the details, but here are some tips to get you started. You state the problem, apologize to those you have hurt or disappointed and explain what you are doing to repair the damage. Word choices count, but don’t try to memorize a carefully worded statement. It will sound scripted.

4.)  How to deliver a sincere apology: Don’t read it. Not matter how sorry you are, a statement read gives the perception of insincerity. When remorse is genuine, people will see it and feel it. Remember, emotion trumps word-for-word perfection. This might be challenging for you given your privacy history, but you need to warm it up. You can make that happen with confidence, honesty and humility. Avoid any reason for people to think you are more sorry for being exposed than for the action. This was a challenge for  John Edwards on his ABC interview. Did you see it? His demeanor suggested maybe it was the former.

5.) Non-verbal expression: This next step is touchy without you seeing how it needs to transpire.  I’ve been watching some of your past interviews and listened to that tape, I detect shyness. Your non-verbal language will be conflicting if it doesn’t mesh with your message. Include some expression while you deliver your message. If your body language is stiff or wooden it will translate like you are just walking through the motions.

PS. Don’t ask your wife to appear with you during your media event. We understand the reasons behind the united front—we’ve seen it before. Spare her added hurt and humiliation by appearing on a national stage. You will look stronger when you say, “I take responsibility.” Whether she stays with you or not, that will be her statement.

You can read my first letter to you to see how, Kobe Byrant, another top-of-his-game athlete handled his infidelity apology. Some things worked, some didn’t, but he moved forward to win another NBA championship.

You have a similar opportunity, Tiger. It is the court of public opinion that will help shape your future.

Warm wishes,

Judy

Stayed Tuned!

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