I don’t make resolutions often, however, every New Year, my mind dances with personal and professional plans and goals. They still look realistic because I’m working on them every day… and the year is young.

Here’s how it works for me. December is a month of reflection even with the distractions of the busy Holiday season vying for time and attention. When the New Year rings in, I can be found walking on a beach thinking and planning. I walk to become focused and centered. A new journal awaits an imagination set free to roam with new beginnings.

Gratitude tops of the list. To continue to become more grateful for every gift of life.

No need to take you through everyone of my goals and plans, but there is one more I want to share with you. This year, 2012, my next book will be written. Complete. So there. It’s on record with you. In December I committed, out loud, to a good friend that the proposal will be written by Feb. 10th. At the time, my confident, “It will be written,” statement seemed like more than a reasonable time frame.

“Know thy self.” For me, self knowledge is key to accomplishment. There’s nothing as motivating as the combination of a time frame, a commitment and…a deadline to keep  focused. Try it, or whatever it takes to make your 2012 a year of fulfilled goals and plans.

OK, have to go now. I’ve got a book to write!

Stay Tuned!

Judy Jernudd
Startegic Studio

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One of the questions you might be asking is what does the media look for in a guest? You’re excited, right? You can’t wait to get in front of a TV camera, reporter or microphone to talk about your information, story, news, products, services or book, yes? No, not so fast. It doesn’t guarantee the media will jump on it because you think your subject is the best idea since computers.  They are looking for guests who have information with news, solutions or entertainment value to share with their readers, viewers and listeners.

First consideration: The audience. What news value will you bring or how will your interview help them? If you can answer these questions, you’re more likely to get booked. Check out www.MediaStarPower.com for more tips and FAQs about the media and interviews.

Stay tuned!

Judy Jernudd

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If you look up energy, vision and vitality, you’ll find LA’s Tim Leiweke, President and CEO of AEG global sports, music and film entertainment.

One look at LA’s downtown skyline and you know “The Times They Are a-Changin.’” Staples Center, home to the Los Angeles Lakers, Los Angeles Clippers and Los Angeles Kings, led the way. With the addition of LA Live, the new Ritz Carlton and J.W. Marriott hotels, downtown LA has a brand new vibe.

What’s impressive about Mr. Lieweke’s leadership and the behemoth AEG, they’ve accomplished what naysayers said, impossible, it can’t be done.  No wonder their vision is a reality given AEG’s success record and bankroll. Plus Mr. Leiweke’s leadership, drive, passion and determination. What you get is a winning combination.

When he delivers a speech, he’s into it. Direct, motivational and irreverent enough to show his likable personality.

Gold Star Actions: Attention CEOs, leaders and politicians. Influence is about emotion. Show some, connect with your audience, let them get an insight to who you are and don’t make it too hard for them to like you. You’ll be amazed how it can turn your visions into successful realities.

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I can’t think of one star in business, film, television, sports or politics who doesn’t experience anxiety before a performance, a new audience or delivering a speech. The challenge is knowing how to use it to your advantage.

If you’re like the majority of people I coach or have interviewed, you might get nervous or anxious, too. For most novices, “opening jitters” are a distraction, but a “pro” doesn’t want to be without ‘em! For me, it is an adrenaline rush just before stepping in front of a TV camera or for a live audience. Think of it as “show time.” The extra excitement can add the right edge to your presentation. It helps bring up the energy and your performance. And make no mistake, even executives need to get into performance mode if they want to connect with their audience.

Gold Star Actions: What can you do to overcome “the jitters?” Don’t fight your anxiety, instead, use it to your advantage to help you get excited about what your audience is going to receive from you. Prepare what you want to say. This is one of the biggest fears; people are afraid they will misspeak or make a fool of themselves. If you are well prepared, you can cover any mistake and keep moving…your audience won’t pick up on it.  Stop telling yourself how nervous you are, so are most people. Tell yourself you have a message to deliver and you are excited to be the one delivering it.

Start strong with your message. Keep in mind, audiences, clients or even your staff members, form impressions in those first few seconds. Clients, in almost every presentation workshop announce, “I’m okay after a few minutes.” Too late, the audience has left the building!

Many people who are driven to distraction with the “deer-in-the headlight” fright in front of an audience, are generally focusing on themselves. Worrying about how they’re coming across.  Turn it around and focus on the audience, it takes the pressure off you.  Finally, practice, breathe and savor your moment!

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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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