Now that Tiger Woods has started to lose endorsement deals, I don’t think anyone in PR land can argue that he has handled things poorly.
In my opinion, he should have come clean and taken then “I’m going to therapy and trying to work things out with my family” (or something like that) route. He could have set an example as a person that owns up to his mistakes and then tries to ensure they never happen again.
Tiger and those around him seem to have forgotten a few of the golden PR rules.
- Explain the situation
- Be honest and avoid the cover-up, or in Tiger’s case, admissions of guilt that beat around the bush
- Share what is being done to fix the problem
- Share what is being done to make sure it doesn’t happen again
It’s really unfortunate that he is facing a tough road at the moment, but it’s even more unfortunate that he has handled the situation so poorly.
