So Tiger Woods is off the hook. Sort of. I just read that
he’ll be issued “a careless driving citation” for the crash that occurred last
week. He’ll be fined $164 and that should pretty much put an end to the whole
interesting to me is how, ultimately, no matter what we do behind the scenes,
it is the public who decides, mostly because people see what they want to see.
Perhaps the fascination with Mr. Woods is his fairytale existence. Sometimes
that’s a little hard to take for people, especially in a fractured economy. So
what to do when the headlines start reading “Tiger Woods engulfed in PR storm”
(CNN.com, December 1, 2009)?
experts (aka: those clever enough to be getting quoted) are saying that the
golfing star could be opening himself up to criticism, but of course that all
depends on what “comes out” in the next few weeks. Clearly, Tiger Woods values
his family and his family’s privacy. The problem, that I alluded to in my last
post, is that when you allow the talking heads and the media do all the talking
you’re giving them power.
wondering, too, about the planning that Tiger Woods and his publicity team have
conducted over the years. Did they have a crisis communications plan at the
ready? Have they averted crises before and we just don’t know about them? And why does it feel like the most
prominent athlete in the world isn’t at the top of his game right now? I put it
at his publicity team’s door. There is something admirable about being the
first one to tell your story, emphasis on YOUR. There is something to be said
for telling your story quickly. Woods hinted at his humanness, which made me
think that he might have been referring to a squabble he had with his wife,
something most of us could relate to. But then nothing more came of that
remark, so of course you’re left to wonder. And that’s what you don’t want, which
brings me back to why.
(ha!) it has something to do with an apparent dalliance with another woman and
all Tiger Woods can think of is South Carolina’s Governor Sanford and his
friend in Argentina. I don’t know. But I’m going to keep watch, because I think
we can learn something from all of this and it might just be the fact that the
rules can—and do—change in a nanosecond.