Eye on the Tiger
December 14, 2009
by David Krell
david@davidkrell.com
Tiger Woods is taking an indefinite break from the game he loves, represents, and dominates.
It was an inevitable decision given the searing of the Tiger Woods brand caused by a white-hot media spotlight during the past two weeks.
But the spotlight shines because Woods broke a cardinal rule of crisis and reputation management. Tell the truth with specifics. Tell it fast. Tell it briefly.
After Woods crashed his vehicle on Thanksgiving Night, his words indicated a careful selection from the dictionary, not a desire to be completely honest with fans, sponsors, and the media.
Woods said he committed transgressions, but who really uses that word in every day conversation? Why not just be honest and say that you’ve had multiple affairs? The media will find out anyway. Sometimes people talk to cash in, sometimes they talk to be a part of the story.
Woods refused to meet with police on three separate occasions after the accident. Why the refusal? His attorney claimed that he had no legal requirement to meet with them. Well, that may be true. But the court of public opinion is not the court of law. The refusal to meet inspired the question -- What is he hiding about the cause of the accident?
Woods said he was involved in a single-car accident. That is a phrase used by police. And why does he need to indicate that it was a single-car accident? Is he emphasizing that no one else was injured or that his actions did not cause anyone to be injured. We still do not have an official report with a blood sample that states whether or not Woods was under the influence of prescription drugs and/or alcohol when he got behind the wheel on Thanksgiving Night.
Had Woods told the truth with specifics quickly and briefly, he would still dominate the headlines. His ‘tigresses’ would still be coming out of the ‘woodswork’ to tell their stories.
But by getting out in front of the story, he could have controlled it. Avoiding specifics is teasing the media. And those who live by the media can be destroyed by it. Indeed, the pen is mightier than the sword. Or in this case, a five-iron.
david@davidkrell.com
Tiger Woods is taking an indefinite break from the game he loves, represents, and dominates.
It was an inevitable decision given the searing of the Tiger Woods brand caused by a white-hot media spotlight during the past two weeks.
But the spotlight shines because Woods broke a cardinal rule of crisis and reputation management. Tell the truth with specifics. Tell it fast. Tell it briefly.
After Woods crashed his vehicle on Thanksgiving Night, his words indicated a careful selection from the dictionary, not a desire to be completely honest with fans, sponsors, and the media.
Woods said he committed transgressions, but who really uses that word in every day conversation? Why not just be honest and say that you’ve had multiple affairs? The media will find out anyway. Sometimes people talk to cash in, sometimes they talk to be a part of the story.
Woods refused to meet with police on three separate occasions after the accident. Why the refusal? His attorney claimed that he had no legal requirement to meet with them. Well, that may be true. But the court of public opinion is not the court of law. The refusal to meet inspired the question -- What is he hiding about the cause of the accident?
Woods said he was involved in a single-car accident. That is a phrase used by police. And why does he need to indicate that it was a single-car accident? Is he emphasizing that no one else was injured or that his actions did not cause anyone to be injured. We still do not have an official report with a blood sample that states whether or not Woods was under the influence of prescription drugs and/or alcohol when he got behind the wheel on Thanksgiving Night.
Had Woods told the truth with specifics quickly and briefly, he would still dominate the headlines. His ‘tigresses’ would still be coming out of the ‘woodswork’ to tell their stories.
But by getting out in front of the story, he could have controlled it. Avoiding specifics is teasing the media. And those who live by the media can be destroyed by it. Indeed, the pen is mightier than the sword. Or in this case, a five-iron.