Now I just feel sad for Tiger Woods. Well, not in the sense
that I’m choked up and can’t function. I just mean that I think he has not
received the good counsel he deserves and for which he has obviously paid a lot
of money. Naturally, I am speculating, so whatever I say here could be shot
down in a second based on new information that might come out and data that
neither you nor I have access to. I just want to make that clear.
what I’m wondering now (and please stop me from writing about this again) is
whether or not Tiger and his PR team ever discussed the possibility that he
might one day have to deal with a transgression or two. Too often, we put
tremendous pressure on mere mortals just because they can swim really fast, act
incredibly well, or swing a golf club that results in win after win. I’m not
suggesting that we necessarily come up with what I’ll call “What If” lists, but
I do think somebody on the team should be responsible for imagining what could
happen. Isn’t this part of what crisis communications entails? Maybe I think
this because I generally look at life (on some days) as a house of cards that
could fall. I know; that seems very cynical, but I’m a really a happy person. I
swear. But to me, part of being successful at PR is imagining all the bad
things that could happen before they happen. In one of my first PR jobs for a
trade association in Washington, D.C., I used to say to my assistant before we
embarked on certain projects, “Who are we going to piss off if we do this?” Not
very delicate sounding, huh? But it helped us to figure out the best way to
pitch, nudge, engage, and otherwise do our jobs in the best way possible.
seemingly negative philosophy should be part of our strategy every single day.
Now back to Tiger. Should he emulate the governor from South Carolina and tell
us a bit more than we need to know? I don’t think so. But perhaps something a
little more organized and less cryptic—that might be a start.