*Pardon the joke, and I believe that this Tiger can still resurrect his career.
Even a gas leak at his home is newsworthy!
It is impossible to escape the nonstop headlines, blog posts and breaking cable news stories about Tiger Woods and his alleged dalliances. Every day (often every hour) brings new allegations, rumors, stories and general drama.
From a crisis management standpoint, I believe that this week has been Tiger’s best. Why?
He finally did two things he needed to do: come clean, especially with his core audience (supporters) and go away. With his statements on www.tigerwoods.com, Tiger has given his fans and supporters the ability to begin to rally behind him.
Tiger also has decided to go away. This is a crucial and I believe is the key to a successful comeback, if he in fact has one. You can not re-emerge unless you go away, and by removing himself from professional golf, he has certainly gone away.
That being said, both coming clean would have been much more effective 21 days ago. There are also a number of steps that Tiger needs to take in between coming clean and going away:
1. Speaking publicly – It doesn’t have to be an interview or a press conference; even a taped video on TW.com is better than nothing; Your fans need to see, hear and visually “touch” you; The importance of a visual medium can not be understated.
2. Have a Message and live it - You have the beginning of one – “I need to focus my attention on being a better husband, father and person”; now the trick is to consistently display it – America loves a comeback – start doing things that reinforce that message, even while out of the public eye.
3. Communicate with your audience – I didn’t say the public, I said your audience. The vehicle, even while out of the public spotlight, is your website and your email database.
4. Get out of the cocoon – You need advisors, and not only those who tell you what you want to hear. Get them. Pronto.
One final note – the mishandling of the crisis from the onset and the subsequent damage that has occurred can not be minimized. While I believe Tiger can still come back and “Brand Tiger” can still be resurrected, the road to get there has more potholes and red lights than it would have if addresses properly in the beginning.
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