Most people know by now – regardless of how into golf they are – that Tiger Woods has been scandalous.  He’s put himself and his reputation in the midst of a PR nightmare…Despite lessons from David Letterman, NY Governor Eliot Spitzer and former North Carolina Senator John Edward, (not to mention the many, many before them), celebrities still seem to think they’re invincible. 

Tiger is one that I’ve always admired though.  With a quiet, confident demeanor that makes him easy to respect, he’s been a loving son and husband, and a role model for thousands.  He’s also earned the status of the world’s highest paid athlete.  Looking back at that article in Forbes now, its title has an eerie element of foreshadowing: “Nothing can stop the Tiger Woods money machine.”   

As all of us PR professionals know, Tiger’s PR team has its work cut out.  While I haven’t seen reports of this yet, I also wonder if anyone will be on the chopping block for poor crisis management.  USA Today reporter Michael McCarthy speaks with various crisis management experts, most of who fault Tiger for at least not speaking privately to the police: 

• “When you avoid the police, it not only hurts you in the court of public opinion but it also hurts you in the court of law.”  Mike Paul, president of MGP & Associates PR.
• “Woods should have followed the example of David Letterman.  Mr. Perfect is never Mr. Perfect.  The worst thing they did they stonewalled the cops. It looks like they’re protecting something. Talk to the cops.”  Crisis PR Expert Ken Sunshine as told to Harry Smith on CBS’ The Early Show 
• “Unless you’re willing to tell 100% of what happened, you’re better off remaining silent, it’s the half-truths that come back to bite you.” – Criminal Defense Attorney Joseph DiBenedetto  
• “Woods was wise not to hold a news conference like Alex Rodriguez of the New York Yankees or go on some media apology tour. Woods isn’t used to facing hard questions and probably wouldn’t “acquit” himself well under fire, he said….But it’s one thing for Woods to blow off the media or limit public comments to his own website.”  Crisis manager Eric Dezenhall

As of now, many of Tiger’s sponsors including Gatorade, EA Sports and Nike are still supporting him.  Perhaps his quiet, confident, family-man demeanor will give some hope yet.

USA Today has a “Vote on Tiger’s image from now on” poll.  What do you think?