Whether you’re fresh out of college with a diploma in hand, or a seasoned employee in search of a job, you will stand out from the more than 14 million unemployed if you read this book. More importantly, if you follow the book’s advice. Give yourself the advantage in today’s tough job market.

Congratulations, Harvey! My guess is that you will add another “bestseller” to your list while helping millions of people.

PS. One reporter’s opinion, “Your book is filled with good advice for anyone…not just job seekers!”

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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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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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Your crown as Tigers Woods the world’s most popular golfer is tipping a tad.  People are talking about it. The buzz is building. But not the kind of image enhancement you’ve come to enjoy.  You see, your fans, the media and the public are curious now about you the man, not your pro golf status.

What about your sponsors?  They might be concerned about their brand image right about now. The point is, we’re all interested.  Whether the rumors about your alleged affairs,  medication or intoxication speculation,  or a 2:30 a.m. domestic tiff turn out to be true or false, when you don’t say anything, well, your no-where-to-be-seen, or interviewed approach stimulates the imagination, begging for answers or at least a little satisfaction.

Here are some basic principles behind every damage control strategy you need to learn soon.  First, let’s talk about attitude and timing.  Maybe you were as shocked by your actions as the rest of the world, but your statement arrived about three days too late.  Okay, okay, we’ll go with the shock theory. You took some time to think about what you wanted to say.  The problem is that it was vague—didn’t really answer anyone’s questions.   Something about not being perfect and wanting privacy.  It’s a little late in the game for that approach to work don’t you think?

Second, the media really does not like to be stonewalled. It’s that “been-there-seen-that-and-heard-it-all-before” thing, which means to a  reporter, and in your case the public,  there might a few facts missing in action. Maybe?  Allow me to be more direct, Mr. Woods. Either you tell your story or someone else will tell it for you. It’s been reported that you said, “Some people are intrusive.” Here’s the thing you need to understand about reporters: telling a story, with facts, is part of the job description.

It is not an admission of guilt or a marital confession you need to spell out. We figured there might be some legal and or personal issues you can’t discuss right now.  It’s just that some details provided by you could make your “embarrassing” incident yesterday’s news. At least bump it off the front page. The longer you linger, the more tantalizing the story.  It boils down to this.  We’ve been watching you for decades.  The public wants to see you and hear you so they can form their own opinions. It is a step toward polishing the Tiger Woods brand image.

Consider your stellar life.  Fans are on your side. Especially if you handle it right. Let somebody else capture the lead news story so you can land back in the sports sections for winning.  You know, for all the right reasons. Oh, another thing.  People are forgiving provided you don’t make a habit of attention grabbing headlines for all the wrong reasons.

Warm wishes,

Judy Jernudd, Startegic

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French cooking, Paris, and Julia Child. Mix them altogether for a perfect recipe and “presto”, a delicious film! It is a challenge to think of one ingredient without blending all three.

Julia Child was the first celebrity cook I met in person. Before Wolfgang Puck became a celebrity chef with his own cooking dynasty, she was a household name. Julia blazed the trail with her books and television shows by the time we met. I just started my television career when the first opportunity to do “live” television came my way. It was a PBS pledge drive in Los Angeles. I was an eager novice ready for whatever might happen.

In walked Julia Child to the enormous TV studio. You couldn’t miss her 6′2″ frame. Her presence, larger in person, seemed to make the TV studio feel small. A producer introduced us. She leaned down to greet my 5′2″ frame. With great joy and in that only-Julia-Child-voice, she said, “I’ve been watching you and you’re awfully good, you know!” I was awestruck. I thanked her and said, “No, Ms. Child, I did not know.” What a beautiful gift of encouragement she passed along to a beginner. Her words have stayed with me throughout my life. Thank you, Julia.

Judy’s Gold Star Action Tip: Who did you compliment today? What a different world we could create with less criticism and more praise. Somebody needs encouragement from you today.

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Phil Jackson and Judy Jernudd

I had the opportunity to interview Mr. Jackson.  Granted a first impression doesn’t mean you know a person, yet after a few minutes with him, he makes a lasting impact. His unusual combination of competitiveness and Zen not only serves him well as a coach, but it is who he is.

Judy’s Take: During the interview his answers are thoughtful due to his presence with the questions. He listens. His “in the moment” attitude is contagious. You feel yourself becoming more centered and focused because he is.  Everything about him projects sincerity and wisdom. Even some of his players, who’ve publicly admitted resisting his Zen coach approach, give him credit for his meditative teachings. He listens and delivers answers with the message he wants to get across. He looks directly at you when he talks and forms a connection.

Coach Jackson has written a number of books you might want to check out about his leadership style and what makes him win.  One of my favorites that I recommend to leaders is “Sacred Hoops: Spiritual Lessons of a Hardwood Warrior.”

Gold Star Action: Answering questions in a job interview, to a reporter, in a sales presentation, or conversations in general should be void of sounding scripted or canned. Treat every question with importance.  Think before you speak.  Looking into the eyes of the person asking the question is a powerful way to connect. And be present. Master these skills and people will relate to you more positively and you will create a greater impact.

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          Beginning on January 1st through the 5th, we posted our “5 R Principles” to help you launch the New Year. By popular request and for immediate access, we have grouped the 5 R Principles in this post: Reflection, Resolution, Rejuvenate, Reinvention and Results. Let us know how the New Year is starting off for you.

Then there are those wonderful unexpected experiences that produced tremendous highlights and taught us valuable lessons. We reflect on who we are and what we might become.

Gold Star Action: Take some time during the dawn of the New Year for just you. The busyness of living robs you of moments to reflect on the events that shape who you are and the decisions you will make in this New Year.

R Principle #2 – Resolution: Most of us tingle with excitement in the New Year. Alive with fresh dreams, goals and hopes as 2009 makes it way. January is the month when more resolutions are made, and after a few weeks, many are broken. Survey shows that high on most people’s list is to lose weight… and you probably guessed the second… become more successful. We can help you with the latter. And, as for the weight loss, well, it has happened with the Startegic Executive Enhancement Program.

Whatever your goals, dreams and inspirations may be, many of us are motivated to start the year with the desire to make it great. In fact, psychologists tell us, in 3 words, what we want more in the New Year is: To Be Better. That’s it. We’re wired to make improvements.

On January 1, I write in my journal the improvements, the personal and professional achievements I want to make. Many other people express similar goals to us. In fact, the first quarter is one of the busiest times of the year for us. People want to be more successful. They might want to improve their confidence, leadership abilities, create a greater professional impact or to become more influential to generate more business and achieve personal goals. This year, more than ever, people will need to become more visible through their presentation skills and mass communication, which includes the media and video..

Do any of these goals resonate with you? If the answer is “Yes,” call Startegic and receive a complimentary consultation. It is our New Year’s gift to help you keep your resolutions and reach your goals.

Gold Star Action: Some people might scoff at New Year’s Resolutions, but many of my best achievements are the results of a New Year’s resolution. What helps me stick to them is writing every goal and each dream on New Year’s Day. Once you write your resolutions, they become more realistic and somehow achievable. Add time frames around them. And, tell everyone about your goals and expectations. It helps you stay on track and keeps you accountable

        R Princple #3 – Rejuvenate: “Re⋅ju⋅ve⋅nate: the phenomenon of vitality and freshness being restored.” That defines January for me. What we didn’t accomplish last year, we are given this new beginning to make it happen again. It is a time for renewal of our vision, our goals, and our creativity.

         We have discovered some another interesting observations in the beginning of a New Year. Most people start out the New Year with a positive attitude. Notice their body language, they smile more and even become more approachable. They look more refreshed and there is an underlining excitement. You can feel it.

Gold Star Action: What if you kept your same New Year’s attitude and, your feelings of rejuvenation all year long? What would your business look like and your personal relationships? Remember what you’re feeling right now this first week on the New Year and draw on these thoughts and feelings all year.

           R Principle #4 – Reinvention: Leadership guru Tom Peters, at age 60, stated that he was making a new start. He said that the Reinvented You and the Reinvented Me will have no choice but to scramble and add value in some new meaningful way.

         One of my keynote speeches is called Reinvention: Staying Power Lessons from Hollywood. No one or no industry reinvents with the creativity, frequency and success as the entertainment industry. In 2009, successful companies with staying power are finding new ways to reinvent their business to meet the needs and the desires of their customers. Take for example, Cirque De Sole. They reinvented the circus! Also, if you haven’t read Blue Ocean Strategies, it is a good book to ignite your reinvention and imagination.

         The question is, is this the year for you or your organization to make a new start and reinvent your business model? Or even the way that you reach your potential clients? For instance, are you using the media and video to spread your news and build your brand? Are you positioning yourself as an expert in your field? The Startegic Media Coaching Program can help you excel in your media interviews and your YouTube videos.

         Sometimes though, it isn’t the business model that needs help with reinvention, it’s the people. Almost every organization has an abrasive personality (or two) and the problems that these people create can be expensive, resulting in poor morale, loss of productivity and sometimes high turnover costs. If this is happening in your company, visit our *Sandpaper Behavior Case Study* at www.Startegic.com

Gold Star Action: Most companies and business owners agree that these are difficult times. While a New Year brings hope, most of won’t be doing business as usual in 2009. For some of us, it will mean getting out of our comfort zones. For others it might mean cutting back or learning new skills. One thing is certain; you will need to touch with your customers and clients more often. You will need to project confidence, hope and leadership.

           R Principle #5 – Results: Results are produced by individuals who are determined and make the commitment to continue their development. They set goals to master new challenges, they invest their time and financial resources to learn and grow. They develop meaningful relationships and quality business referrals. Does this sound like you?

Have you noticed that people who are successful at producing results are generally more likeable? Just how valuable is the Likability Advantage? It can save or shape a career. It’s a key indicator in a presidential election; it builds client and staff loyalty and support. Likability can help you win bigger customers and clients. And, have you noticed, life seems to smile on people who are likeable? We are influenced by people we like. We are receptive to their ideas, advice and solutions.

Here’s another trend we noticed at Startegic. In the past people who needed to become more likable were sent to us by a VP of Marketing, Public Relations agency or a Board of Directors. Sometimes even a spouse. But over the past few years, people are enrolling themselves in the Startegic Likeability Advantage. Likeability is a powerful asset in producing results.

Gold Star Action: Reflect on your past success and inspirations. Make your New Year’s resolutions realistic with time frames. Tell your friends, family and clients. Combine your “rejuvenation” with your re-invention ideas. Commit to producing results through your professional development to make 2009 the best year ever. Happy New Year!

Stay tuned!

Judyth

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I’m a cheerleader for resolutions and goals. First, to make them successful, you need to make clear why you want to achieve the goal. What is your why? Here is a personal story that I’ve never told in a speech, but maybe it will help you or someone you know who has a vice they want to stop. Barack Obama, stay with us on this one.

About two decades ago, on December 31^st, I made a resolution. It was big one. I smoked cigarettes… a habit that approximately 48.7 million people in America share. Including the President Elect. I resolved to quit on New Year’s Eve. That was it. Over. No more cigarettes in my life. Success experts tell you to write down your goals. I didn’t write it anywhere, but I told everyone close to me, “I’m quitting smoking this year!”

Why was this important to me? Was there anyone on the planet who didn’t know smoking was not a healthy habit? You don’t say! All of my friends either didn’t smoke or had wised up and quit. The Oh so cool habit of my youth suddenly became socially unacceptable. Well, about two weeks into the New Year, I picked up a cigarette. There is a little good news here. You don’t feel great about yourself when you let you down. Imagine how it felt when friends and family asked, “I thought you quit smoking, what happened?” The gratification of smoking was losing its gripe.

Yes, I read those cautionary warnings on cigarette packages just like everyone. Who really thinks they might get cancer or terminally ill from those little white sticks? Here’s a real kicker. My grandfather died of lung cancer, but rationalization works every time, doesn’t it? He was so much older and smoked for decades. You know what it’s like living in the “golden invincible” age, don’t you?

Still, that nagging feeling of failing to quit smoking refused to leave. It finally hit me. I hadn’t established my why. Okay- so it took a while for the light bulb to come on.

The conversation went something like this: ”Judy, you eat a pretty healthy diet, you wear your seat belt, exercise, hang out with smart people, you’re young, you enjoy your career and your life. What’s with the cigarettes? What will it take for your desire to stop smoking to become more powerful than your ‘want’ of that innocent looking thing that has control over you? Think about it.”

I asked myself a question: “Are you smart enough not to walk into a smoked filled room and inhale it as deeply as you can—repeatedly? How come then, if you’re so smart, that is what you basically do every time you light up and puff-puff?”

My answer: “No! I’m smarter than that.” I set another “quit smoking date” goal one month later on February 1st— almost two decades ago.

Some people say they can’t quit cold turkey. They use the patch or other methods. Whatever works for you to beat a habit that you need to break—just be sure not to be tempted to replace it with another destructive habit. For me, cold turkey was the answer. A lot of people are hoping President Elect Obama has kicked his cigarette habit…maybe it’s his New Year’s Resolution!

Gold Star Action Tips:

Establish your why. What’s in it for you to stop smoking, stay on a diet, make more money or whatever your goal?

Visualize your new slimmer self wearing your dream size. How would your life change if you were debt free this year? What if you really said good-bye to that thorn- in-your side habit? Imagine how good you will feel about you when you make your goal a reality.

Drop old routines that keep you hooked. When I first quit smoking, after dinner coffee was the first to go. The association between coffee and smoking was too strong to risk it. Okay, I still enjoy a decaf cap—sans cig. What routines could you give up to kick the habit? For instance, if you know you’re too tired, or you can’t make the time to exercise at night, take walks on your lunch hour. Making a date with an exercise buddy can help you keep your commitment.

Write down your goal(s) and keep it visually posted on your computer, mirror or wherever you will not only see it, but read it.

Tell everyone your goal. It will help keep you accountable. And besides, you will also gain a lot of cheerleaders who want you to succeed!

Ask yourself two key questions: First, what is at the core of preventing you from reaching your goals or keeping your resolutions to yourself in the past? Two, is the reward greater than the destruction or stress in your life if you don’t keep your resolution? If you answer “yes” to this one, you’re on your way. Remember, we are wired to want to improve! Here’s to you and your 2009 year! You can make it great!

Stay tuned!

Judyth

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Have you noticed that people who are successful at producing results are generally more likeable? Just how valuable is the Likability Advantage? It can save or shape a career. It’s a key indicator in a presidential election; it builds client and staff loyalty and support. Likability can help you win bigger customers and clients. And, have you noticed, life seems to smile on people who are likeable? We are influenced by people we like. We are receptive to their ideas, advice and solutions.

Here’s another trend we noticed at Startegic. In the past people who needed to become more likable were sent to us by a VP of Marketing, Public Relations agency or a Board of Directors. Sometimes even a spouse. But over the past few years, people are enrolling themselves in the Startegic Likeability Advantage. Likeability is a powerful asset in producing results.

Gold Star Action: Reflect on your past success and inspirations. Make your New Year’s resolutions realistic with time frames. Tell your friends, family and clients. Combine your “rejuvenation” with your re-invention ideas. Commit to producing results through your professional development to make 2009 the best year ever. Happy New Year!

Stay tuned!

Judyth

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One of my keynote speeches is called Reinvention: Staying Power Lessons from Hollywood. No one or no industry reinvents with the creativity, frequency and success as the entertainment industry. In 2009, successful companies with staying power are finding new ways to reinvent their business to meet the needs and the desires of their customers. Take for example, Cirque De Sole. They reinvented the circus! Also, if you haven’t read Blue Ocean Strategies, it is a good book to ignite your reinvention and imagination.

         The question is, is this the year for you or your organization to make a new start and reinvent your business model? Or even the way that you reach your potential clients? For instance, are you using the media and video to spread your news and build your brand? Are you positioning yourself as an expert in your field? The Startegic Media Coaching Program can help you excel in your media interviews and your YouTube videos.

Sometimes though, it isn’t the business model that needs help with reinvention, it’s the people. Almost every organization has an abrasive personality (or two) and the problems that these people create can be expensive, resulting in poor morale, loss of productivity and sometimes high turnover costs. If this is happening in your company, visit our *Sandpaper Behavior Case Study* at www.Startegic.com

Gold Star Action: Most companies and business owners agree that these are difficult times. While a New Year brings hope, most of won’t be doing business as usual in 2009. For some of us, it will mean getting out of our comfort zones. For others it might mean cutting back or learning new skills. One thing is certain; you will need to touch with your customers and clients more often. You will need to project confidence, hope and leadership.

Stay Tuned!

Judyth

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