Within less than a week Tiger Wood's image has been damaged greatly. Since the report of a car crash involving the superstar, the story has grown and spiraled into allegations of a long-term love affair. Woods has yet to say anything aside from postings on his website. My public relations background and friends say this is not the way to handle his PR crisis situation.Woods said on his website "Personal sins should not require press releases and problems within a family shouldn't have to mean public confessions."
I think that David Letterman did it right, he addressed his affair and alleged extortion attempt quickly. I believe that Woods has waited too long and has used vague words like "transgressions" in his online apology. If you tell all the facts, tell the truth, nothing else will stand the test of time and get it done quickly. If you tell it quickly there will be no holes for other people, such as journalists, to fill.
I must say, I am surprised that Tiger's main sponsors such as Nike, Gillette and Gatorade are still supporting him. However, I suppose he still is a good golfer and will continue to be. Maybe his career is the reason they are still holding on.
It will be interesting to see if he can recover his brand and image. The next few weeks and months will tell.
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