First tip: Don’t try this at home! Some people think all they have to do is sit at their desk and tape themselves talking. You’ve seen those amateurish looking videos, right? Your homemade videos project the, “Look, ‘ma, I did it myself.” Family, friends and those who already know and love you won’t care. For the rest of the world, you want your video to create a powerful first-of-mind-impression. Confidence, or lack of, will pop right thru the camera to your potential clients.

You need to consider the lighting and the sound. Does it sound like you’re talking in a tunnel or into a tin can? Are there shadows across your face or under your eyes? These are the things that will distract from you and your message if they aren’t done right.

If you are going to produce your own videos for your website and Social Media presence, invest in a good camera, lighting equipment and a professional microphone. You want your video to look and sound as expert as you are to produce positive results. It’s your first introduction to potential clients around the globe!

You can email your questions to Judy@JudyJernudd.com We will answer the most asked questions on future posts.

Stay tuned!

Judy Jernudd

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First, you must have read the PS in my December letter to you. The part about not bringing your wife to your national public apology. Elin was nowhere to be seen at your first statement event, while your mom was present in the front row to show support. Although her non-verbal body language invited more speculation, but that’s another topic.

You missed many key Crisis Management Skills in my previous letters to you, including how to deliver a sincere apology. We’ll get to that point in a minute.

People are troubled as to why the audience attending your first TV appearance included only family and friends, and no media. Some people think you didn’t owe a public apology. I disagree. You are the world’s top golfer, an influential person with thrones of fans and supporters. You are a person the world looked up to and you messed up. You don’t have the option of ignoring the fact and then one day appearing on a golf course, business as usual.

Is a public apology good for rebuilding a tarnished image? Yes. Are we drawn to curiosity about public figures? Yes, but by now even the gossip mongers must be over the what, when and where of it. The train crash aspect that people “can’t stop watching” is over. You don’t owe the intimate details between you and your wife to anybody. Now it’s about you and how you are handling the damage. Your staged event was better than those early online written stilted statements,  but it lacked specific skills to manage your brand image.

Second, whoever is advising you isn’t helping you.

From day one, this has been a Public Relations nightmare for you. Some people are calling your first public appearance a disaster. Ouch! No need to go that far, but we know you can afford the best advice and the question is, why are you not getting it? We know you are coach-able, at least about golf.  A professional media coach will teach you exactly what you need to do to repair you brand-image and win back public support. The skills and advice of a pro might even help you with your family.

It is not only because media coaching is my expertise, that I encourage you to get professional coaching. The reason you need it should be easy to wrap your head around;  crisis communication is not your expertise. You need a media coach who understands how the media works,  crisis management and brand image.  Your coach must be strong enough to make sure you “get it.”

Now, out of nowhere, comes this staged mea, sans media, culpa. You’re not through with therapy. You or your wife aren’t saying anything about your marital status. Shots of you on the golf course are not a reality anytime soon. In other words, no announcements, no news. The question has to be asked, what was your controlled event all about? Why now? You’re back in the headlines for all of the wrong reasons, Tiger, creating more controversy.

Third, it’s about the timing. If you want to get this thing behind you, get in front of it. The public apology you delivered on Friday was expected shortly after the accident, when your sexual transgressions began to roll out faster than a spilled bucket of golf balls. At the time, it was about a statement and your physical presence, not necessarily questions and answers. Now, almost three months after the fact, questions from the media are expected. In fact, they might have helped you come across less robotic and scripted.

TIP: You prepare for the kinds of questions you anticipate and take control of your answers. You rehearse until you can talk without a script. Rehearsals are a good thing for anyone. They help people seem more natural in an uncomfortable situation—particularly when handling tough questions—and bring clarity to the message. Rehearsals also help people move from the “I can wing it,” rambling or repetitive statements.

While we’re on the subject of timing, your over thirteen minute statement was way too long. Your brave words, including cheating and “I’m sorry,” painted a picture for your national audience. You apologized publicly to your wife, your family, friends and your sponsors. You confirmed you were in therapy with no immediate plans to play on a golf course. You could have issued these statements in about half the time, or less. While the public sensed your embarrassment and shame, something was missing.

You must have skipped over the advice about apologizing in my previous letter.

How to deliver a sincere apology: Don’t read it. No matter how sorry you are, a statement read gives the perception of insincerity.When remorse is genuine, people will see it and feel it. Emotion trumps word-for-word perfection.

Which brings us to the fourth challenge. You’ve heard this before, “We are a forgiving society.” Many of your critics, as well as fans and supporters, felt your monologue lacked emotion. Expressing emotion is a huge factor in winning back public appeal. The prepared, scripted statement and your incessant looking down to read it, sent a mixed message, don’t you think?

Unlike John Edwards, who looked sorrier that he got caught than for his actions during his long overdue apology on ABC with Bob Woodruff, your pained expression provided a glimpse into your misery. This is important, Tiger, words combined with corresponding emotions create the impact and connectivity you need to be believable. The meshing of the right words with the right emotion is never more important than in crisis damage control.

Your strongest emotion was anger directed to media for speculating about Mrs. Wood’s clubbing you that fateful night in November. See, you didn’t take the opportunity to tell us yourself right then. Remember that part in my earlier letter about “speculation and telling your story” before someone tells it for you? No one’s children are fair game for anyone in the media to follow around snapping shots of them, but on some level you had to know your mistakes would be a nightmare for your family when your other life exploded. It comes back to that being a public figure person of interest thing. You know how it works; money, power and fame. Did the headlines of some other folks including Gary Hart, Bill Clinton, Kobe Bryant, John Edwards or Elliot Spitzer publicly confessing their sins ever cross your mind?

That takes us to my fifth and final point. If  you’re thinking about any more confessions on national television, and this is important, keep it real, show some emotion, allow yourself to feel it so we feel for you. This is probably an easier concept to grasp than to exercise. Being free to show emotion might be the basis of  some of your therapy sessions. Coming to grips with letting yourself down could be your biggest hurdle yet to overcome. Ah, but these statements are only speculative aren’t they?

Stay tuned!

Judy Jernudd

Startegic Media

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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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Can you learn charisma? Yes. Can you make eye contact with your audience? Yes. Can you project all of the above in front of the cameras during your media interviews. Well, yes, but it takes “know how,” rehearsals and practice. And the payoff is worth it!

Gold Star Tip: Practice making direct eye contact with everyone you meet—unless you are in a country where it might be considered taboo. Hold your gaze for about four seconds. If you get used to looking at people in their eyes, you will find a deeper connection with the person you are talking with… including audiences and TV cameras. Looking into a person’’s eyes helps you concentrate, improves your listening skills and makes them feel more important to you. And the media might just write about it!

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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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It didn’t matter which side of the political fence you cast your vote in last Tuesday’s emotional Presidential election. We all knew, no matter what the outcome, we were witnessing history in the making. Our tremendous privilege of voting in America for the candidate of choice made each of us a part of an historic election.

Congratulations to President-Elect Barack Obama! Whether you are leading a staff of five or an organization of five hundred thousand if you don’t think your ability to deliver a powerful speech combined with a likability advantage doesn’t affect your win or lose score, just ask Barack Obama.

Four short years ago most people outside of Illinois or Washington, D.C. couldn’t spell Barack Obama, let alone pronounce it. But that changed when the Senator from Illinois spoke at the 2004 Democratic National Convention. His stellar speaking skills thrust him onto the national stage. He captured America’s attention and in 2008 we elected the man with a different name to become the 44th President of the United States of America.

Both his critics and the media acknowledge his exceptional oratory skills, while supporters tout his intelligence and smart campaign strategy. Foes, and some supporters, claim we don’t know much about Barack Obama, and it is true he is untested, but the majority of Americans who elected him express feelings of excitement and hope for change.

The political pundits and historians will analyze the reasons Obama beat the Clinton machinery and why Senator John McCain lost the election. (We’ll cover his moving concession speech in our next post). McCain’s critics cite his age, the zigzagging campaign strategy, his controversial VP choice, his connection to an unpopular president and the economic meltdown, from which he never seemed to gain momentum. All or some of these observations might have been contributing factors, but we’ll leave that to the experts. My expertise is helping people identify their strengths and develop the qualities that contributed to Obama’s win. His personality force, ability to deliver powerful speeches, likability, temperament and presence helped him connect to a wide audience of supporters.

Some people call Obama a “Rock Star.” And I agree, he does have “Star Quality.” The winning combination of presence, confidence, likability, optimism, great speaking skills and a powerful message are qualities that help give leaders star power. So how does all of this relate to you and your business? True, you might not ever run for President, but if you are running a business, or in a position that requires you to influence people or embrace change, you are in a position of leadership. You lead teams, staff, clients, customers, boards, associations and, who knows… someday, maybe even voters.

Think about Presidents Kennedy, Reagan and Clinton. All three former world leaders’ brilliant communication, charismatic leadership and persuasive personalities prove talent and skills alone are not enough to lead, influence and unite people. What would the results of a company look like with great communication and likable leaders combined with substance?

Judy’s Gold Star Action: Are these leadership qualities obtainable? The answer is “Yes!” We get to help leaders, sales teams, entrepreneurs and high achievers develop these personal star quality transformations. The outcome depends on what’s at stake and the desire to stand out and influence others to make a difference.

For more on influence, Oprah Winfrey and Barack Obama go to www.JudyJernudd.com and click “About Judy” to see the interview on FOX News. What is the first step? Self-awareness:

Self-Assessment: How Powerful is My Personality Appeal?

From The Startegic Assessment Process

On a scale of 1 (low) to 5 (high) how would you rate yourself?

1. <!–[if !supportLists]–><!–[endif]–>My charisma rating is…
2. My likability rating is…
3. My presence rating is…
4. My speaking skills ratings are…
5. My ability to connect with people is…
6. My ability to influence people is…
7. My confidence level is…
8. My ability to communicate is…
9. My listening skills rating are…
10. My family, friends, colleagues, staff and clients would agree with my self-assessment ratings…

If you scored a 50, congratulations! You are a charismatic, likability personality with powerful people skills who could lead anyone to anywhere.

If you’re in the 25 mid-range, you might want to consider making some improvements to become a more influential leader.

In this assessment, if you’re a 10, well, don’t be discouraged. There is hope!

Stay tuned!

Judy

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