Why a Tiger is Sleeping Like a Baby Tonight…
The entire world stops today, almost all news streamlines into one story (with the exception of a terrible plane crash/act of domestic terrorism in Texas.)
Everything has shut down now, as the world waits… Waits… Waits for the Tiger… not to Roar, but to meekly crawl out of his den, wring his hands, shuffle around, apologize, and ask for forgiveness.
At least, that’s the script he’ll stick to.
In real life? Tiger is sleeping like a baby tonight, the night before he hits the public and the media for the first time since his encounter with a tree, a five-iron to the head, and a dozen or so women.
Why? Because it comes down to this:
We need Tiger a lot more than Tiger needs us.
Think about it: His press conference tomorrow is so coordinated and scripted, calling it a press conference is like calling Guantanamo Bay “open court sessions.” The media isn’t even allowed into the SAME ROOM as him! They’ll be in a bunker next door, while Tiger reads a statement.
Not while he takes questions, because he won’t. Not while he’s asked anything as he leaves the room – because no one will be there.
This is the Tiger Show, a stunt produced by the PGA and his agent and management firm. And we’re all buying into it.
End result: Tiger is an amazing, amazing golfer. And tomorrow, he’s going to get up on stage, tell the world he’s sorry, and wants to focus on his golfing. Then he’ll go back to playing in tournaments, he’ll go back to winning, and the second a reporter dares cross the line and ask him a question outside of his putting game, that reporter will lose all access to Tiger forever. And every other reporter in the world who still has access will just crowd in a little bit more.
The media is all worried about what Tiger is going to say – How is he going to say it? Is he worried? Is he sleeping well?
Please – Tiger’s sleeping without a care in the world. Tiger is plotting his return, and Tiger, from a media, branding, and YES, even sponsorship perspective, has absolutely nothing to worry about. If Tiger is still on his golf game, and there’s no reason to think he’s not, Tiger will still reign supreme, will either get back all his sponsors, or get a ton of new ones, and life will continue to go on for him. His golf ball world will continue to spin, he’ll continue to rake in the cash. As to what happens to him and his wife and his mistresses privately? I have no idea – and none of us will have any idea – And that’s just what Tiger wants.
“Go on. Be a Tiger,” says one of Tiger’s ads. Fact is, love it or hate it, he’s doing exactly that, and mark my words – Despite whether you love him or loathe him, Tiger Woods is going to come out a thousand times stronger when this is done. These few months were nothing more than a vacation from him. And now he’s back, tan, rested, and ready. Watch out.
February 18th, 2010 at 5:29 pm
Why is he sleeping well tonight? Ambien.
February 18th, 2010 at 5:30 pm
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February 18th, 2010 at 5:33 pm
Yes I agree completely. We have seen this happen over and over throughout the years. Celebrities and sports heroes act like snakes but come out smelling like roses after a bit of time goes by. They end up (inadvertently at first of course) increasing their brand recognition globally, far more than before the incidence. It’s kind of like the “I’ve heard of you somewhere syndrome” and all publicity is good for business in that respect.
Karen
February 18th, 2010 at 5:33 pm
He’s doing this at ESPN’s Sports Center. A friendly place and a great choice. They care about him as an athlete. But he should do an interview instead and get it over with. He will say how he let down everyone (I predict he’ll say let down about ten times). He’ll say I’m sorry (about 5 times). This is about preserving Tiger the brand. He’s a great golfer who draws big audiences. The sponsor who signs him before the Master’s will win big. How many billions of eyeballs will be glued to the set when Tiger’s on?
February 18th, 2010 at 5:35 pm
Peter, you’re absolutely right. Tiger (Tiger and Toyota share the same PR team, by the way?) is going to play it his way, not give anyone access to anything throughout the entire process, and come out smelling like a rose. Yes, Tiger has completely rewritten the rules of crisis PR. The only problem is, Tiger is on an island, and few others can follow this strategy with the same results. If you get into trouble you better be a Tiger, otherwise you’ll only end up looking like a cheetah.
John
@sternalpr
February 18th, 2010 at 5:37 pm
The truth is, professional golf is suffering serious financial setbacks NOT having Tiger in competition. His personal life/stupid mistakes aside, he is one of the best golfers we have yet to see. Much like Michael Vick, his transgressions will fade as his golfing accomplishments begin to attract more and more people (and, yes, sponsors) back to the world of golf.
February 18th, 2010 at 5:39 pm
I think you totally nailed the Tiger situation, Peter, when you said he was an amazing golfer and that we need Tiger more than he needs us (though I’m not sure “need” is the right word).
As for tomorrow’s little gathering among friends, I like to refer to it as the kick-off of the 2010 Tiger Woods Mea Culpa Tour, with stops scheduled on The TODAY Show (Matt Lauer is an avid golfer) and Oprah Winfrey’s couch.
February 18th, 2010 at 5:40 pm
This sounds like a Presidential issue and PR nightmare controlled for the best results come voting time. Remember Bill Clinton and Monica? Remember Richard Nixon and I’m not a crook and the lost minutes of Watergate?
Need anything more be said?
February 18th, 2010 at 5:40 pm
Sad, but all true. Brand Tiger will be fine because the brands he endorses are purchased primarily by men. Women want to hear from Elin. Tiger’s actions, both on and off the course, are well-documented. Elin remains the elusive one, the enigma. So Brand Tiger will rise again as long has he maintains his credibility on the golf course. That is unfortunate for his betrayed wife, whose decision about their family’s future will be criticized whether she decides to remain married to him or not. Sad, but all true.
February 18th, 2010 at 5:41 pm
I regularly tell clients that no “spin” in the world will save their reputation if they don’t stop doing the things that got them criticized in the first place.
If he is, indeed, a sex addict, he will — just like an alcoholic — be tempted to “relapse” again. If he doesn’t and stays on top of golf game, then I agree that he could return to the heights once more. But if either his personal or his golf game falter, the gossip mill will be churning as much as before.
I also don’t think that most reporters would consider Tiger never speaking directly to them again to be a threat. At a public news event, they can still hear him and feed off of others’ questions. No one-on-one’s? That might matter to an editor at Golf World, but to sports reporters covering multiple sports, not so much. And doing anything to intentionally irritate a prominent reporter is never a good idea.
No, I don’t think he’s sleeping like a baby tonight. Not without being medicated.
Jonathan Bernstein
President
Bernstein Crisis Management, Inc.
http://www.bernsteincrisismanagement.com
P.S. How can you tell he has a tan?
February 18th, 2010 at 5:41 pm
I’m sorry – but this is kind of the same thing as with Bill Clinton. Why the hell should anyone care or comment on someone’s private life? Tiger Woods is a golfer. If he wants to bang a pancake waitress or a party girl I’m OK with that. He didn’t break the law, it didn’t affect his golf game (until the media made his life a zoo). If his wife wants to leave him it’s her right. Hey – if she wants to poison him in his sleep go right ahead. In fact if she does – that’s a MUCH better story – don’t you think?
February 18th, 2010 at 5:42 pm
Never been a fan of Tiger’s. I fell horrible for his family-they are the true victims in all of this his wife and child deserve his apologies not the US public. He didn’t cheat on us, yes-he is another “hero” who let people down. This is why we shouldn’t look at other fallible human beings as heroes. Just because some one is rich, talented or famous doesn’t mean they aren’t stupid and yes anyone who doesn’t live up to his/her marriage vows is stupid. No one is too big to fail.
February 18th, 2010 at 5:43 pm
“I did not have sexual relations with that woman. Or that woman. Or that woman…” Give me a break. Face the firing squad, Tiger and then blame your sex addiction. America loves reformed celebrity addicts.
February 18th, 2010 at 5:43 pm
The sleeping like a baby thing really applies. It’s like in Usual Suspects when Kujan talks about how to spot a murderer…he’s the person in the cell who knows he’s caught and goes to sleep. He just gets some rest.
Nike shows us the reality of the situation. When Kobe had his “issues”, they dropped him, but still came back (probably for more money than they had him under contract for in the first place) to sign him as a marquee athlete. This time, they didn’t even bother gambling. Tiger is just worth too much to them regardless of the tarnished image.
Which begs the question of if his image IS really tarnished. That’s the angle I haven’t heard played up much. Golf is followed by primarily men, right? Men are pigs (let’s face it, we are), Tiger is admired for doing something that we can’t do with his golf clubs. Why wouldn’t he be admired (albeit much less publicly) for doing something else we can’t do?
I’m just sayin’.
February 18th, 2010 at 5:44 pm
You are exactly right, Peter – this is not even a setback. Just discussing with some of my marketing cohorts here in Dallas yesterday, and consensus is that this all boils down to one simple formula: Tiger wins golf tournaments + Tiger gets airtime = sponsors want Tiger. He may lose some of his more ‘prestigious’ sponsors, but plenty others will step up, maybe even some that see value in this new ‘dark side of Tiger.” Who do you predict Tiger will be wearing this spring?
February 18th, 2010 at 5:46 pm
Whatever he says , I will know that those are not his words, but of his reputation advisers. I am really tired of this story and I don’t give a damn anymore. It is not a spontaneous apology and I noone trust him anymore. I still respect him as a golfer, but he definitely lost his halo.
February 18th, 2010 at 5:49 pm
The only losers here are the young, impressionable children who looked at Tiger as a sports idol and became interested in the sport of golfing because of him, and his image of “the boy next door.” They saw their idol ripped apart by the press, the same people to set him atop the pedestal, because he just couldn’t figure out how to keep his pants on.
Elin, and his children, they’ll be just fine. By the time his children are old enough to go to school, this will long be forgotten. A few expensive gifts and Elin will forgive and forget as well.
Tiger is not the first sports icon to fall because of lack of discretion and will not be that last. Tiger knows this, the PGA knows it and so do Tigers sponsors and sponsors to be. He sells the tickets on the greens for the tournaments. He is the major pull for the PGA and he knows it.
So tomorrow he will come out with a pathetic apology and excuse for his poor behavior and then move on. Some will cheer and few will jeer and life will go on.
I doubt he lost much sleep over this entire episode of his life. I too am sure tonight, the Tiger sleeps like a lamb.
February 18th, 2010 at 5:52 pm
Peter — as a golfer and dedicated athlete, Tiger Woods operates at a level most other professional athletes (or anyone else for that matter) can only envy, because year-in, year-out, Tiger Woods performs at a nearly unconscious level.
As a human being, as a man, Tiger Woods has proven beyond a doubt he is flawed. He has made mistakes. He has hurt people who love him. He has adversely affected millions of sponsor dollars when they backed-off, or disassociated themselves with Tiger Woods. His actions may have had a negative impact on professional golf (off-set no doubt my all the interest he has generated since he began his pro career).
The public and the media are interested in the story because of the marketing phenomenon Tiger has become. Many see (saw) him as a role model. They are let down. So, let the public and the media think what they may. Tiger Woods has to change his life … for himself, for his family, for his sponsors, and maybe even for some fans.
I hope, at some point, Tiger Woods will sit down and bare his soul about everything that has gone on, and that he asks for understanding and forgiveness. But ultimately, he must live with his choices. The media and the public also have choices, and they may see Tiger Woods in a completely different light than ever before. He will lose some fans. He will lose some friends. He lost something of himself. The next choices will tell the tale.
February 18th, 2010 at 5:55 pm
Tiger’s Tiger, but his handling of this is continuing to annoy the stakeholder group that can hurt him the most: The press. That’s where the real pressure is, and the key is going to be whether they feel cut out and manipulated. If he comes off as real and allows questions (there seems to be some doubt about the plans in this regard), there’s a chance he can start rehabbing his image. But he needs to have something substantial to announce, such as a return to the tour.
February 18th, 2010 at 5:57 pm
I’m not a big golf fan, but I knew of Tiger Woods as the master of the sport. Please note my use of the past tense. Now I think of Tiger as a guy who couldn’t keep it in his pants, couldn’t keep it a secret, and got beat up by his wife when she found out. He can win every golf tournament from now to eternity, and it won’t change my impression of him (and why should it? His fame comes solely from being really good at playing a game – it’s not like he’s cured cancer). The big question for Tiger and the sponsors is how many other people share my mental image? And can he buy us all off? (Hint hint – I take U.S. currency)
February 18th, 2010 at 5:59 pm
I actually have a very different take on Tiger. I agree with you 100 percent but he does not owe me an apology. In my opinion, he does not owe anyone an apology. Everyone has their personal demons. He lived his out publicly for all of us to remember that we are human.
I do not condone any of his behavior but we are all collectively responsible. We, the public, put people on a ridiculously high pedestal and when they fall, we yell and get upset. He is human like you are and like I am.
Sometimes, people in the public eye screw up royally, just because the expectations of them are too high. This man never had a childhood! He was a golf pro as a kid. What kind of childhood is that!
I hope he does come out stronger and I hope he makes more money than he ever has and I hope he wins more games than he ever has. He deserves it! He lived his drama out in the public limelight and helped all of us get over our own personal demons to some dimension so he deserves it.
Yes, you can quote me all day long.
Iyabo Asani
http://www.CoachIyabo.com
February 18th, 2010 at 6:03 pm
I’m not sure he will come out on top, though I agree that people will still crowd around him and watch him, maybe even more so. I was always a big fan of Tiger’s – I grew up watching golf and when he came onto the scene, I thought, wow, there’s a guy who works incredibly hard and it pays off. I thought it was a case of “nice guys finishing first,” and even though I got the sense that some people wanted him to fail because of all his success, I was always rooting for him. It gave me hope that what I’d heard as a kid was true – work hard, be a nice person, and things will work out for you. So when the story broke and I realized it was true, I felt betrayed (I can only *imagine* how Elin feels). I think the fervor around him will pick up again for a little while, but I think over time, it will die down as people continue to be disgusted by what he did and his behavior. But who knows, I’m always surprised at how forgiving people are of celebrities’ transgressions. As for me, I’m really not sure I’ll watch him anymore, and I wouldn’t be disappointed if he fails now.
February 18th, 2010 at 6:19 pm
I posted this on Facebook, Peter. Forgive me for repeating, but I find this discussion a bit more enlightening than the one there. I thought I would include my thoughts for this group. Especially since most seem to agree and I take issue with some of what you wrote.
You are right, to a point. Tiger will remain wealthy. Tiger will remain influential. Tiger may still be able to drive sales for some brands. But, you are guessing at the rest and one could just as easily take the opposing point of view.
I, for one, will take exception with “Tiger Woods is going to come out a thousand times stronger when this is done.”
His brand and his personal image were linked. The shiny golden boy is gone. It is fair to expect that Tiger the golfer will play on and well. If he doesn’t, the house of Tiger will fail, but his prowess as an athlete is remarkable and few would bet against him on that front. His image is another thing. If the affairs cease and he keeps his nose clean, you win partly, Tiger will continue as a marketing power. But, he will not be stronger than he was before. His appeal was once unquestioned. The cons side of the company decision ledger used to be untouched (well, it used to have one item – can we afford him?). That is not true today and will never be so again. That means your statement is wrong. This event does not make him stronger. He has negatives where they did not exist a few months ago and that will haunt him to a certain degree.
Is he sleeping well? Neither you nor I can say for sure. Plus, if his alleged past activities are even partly true, he is a guy who needs very little sleep. And, remember, the sports reporters may bow down in deference in order to get access, but the scandal hunters will not. There is a bounty on Tiger’s head. If he strays, he will get caught. He once convinced many to look the other way because of his fame and power. Most of this power was lost in this scandal. He now must look over his shoulder. This is likely to seep into his dreams during the dark of night from time to time.
February 18th, 2010 at 6:22 pm
Possibly some “new sponsors”? You mean like Trojan and KY?
February 18th, 2010 at 6:37 pm
Would I let my niece and nephew idolize Tiger as a sportsman, sure. Would I use Tiger as a role model for them, for reaching the heights as one of the most talented and impressive golfers of all time, definitely. Would I encourage them to follow his way of life as a family man…maybe not.
Tiger Woods is a one in a generation sportsman, but a flawed human being…how many of us are the former and how many of us are the latter. I guess the majority of us fall into the latter category.
February 18th, 2010 at 6:45 pm
As a PR/reputation management practitioner myself, I’d have to say this is the biggest PR stunt yet.
Tomorrow is all about perception and deception. What do I mean? Tiger will do his best to put on his scripted, “make sure you come across as genuine,” one-man “dog and pony show” that will result in only the soundbites he and his PR machine desire. Such careful orchestration and manipulation of the media, and in my own opinion, of himself, is the epitome of deception. But, in order for him to “get” (not earn) the perception he is seeking, he and “his people” have to stoop to good old deception.
Tiger doesn’t WANT to do this. If he did, he would have done it three months ago. But he DOES want the benefits of what his stunt could bring back to him–the important pieces of his previous life: Golf and all of its perks. So, it appears he has finally listened to his PR machine (God help them) and is going to give “deception to perception” a whirl.
It’s a sad state of affairs because the majority of the general public people has NO idea how even the smallest, most seemingly innocent of things can be so carefully controlled (behind-the-scenes) to bring about a desired perception. Perception is EVERYTHING.
But, this isn’t small, it isn’t innocent and it hasn’t taken place behind-the-scenes. It’s been one heckuva humongous disaster. One that a three year old could have handled better – you know, with honesty (and on the spot).
Sure, Tiger will burn up the airwaves, headlines and the social media sphere with his canned goods- and he WILL get his golf life back. This stunt is what he ‘has” to do to be welcomed back to the club.
I can hear it now:”Alright boys, he did it. Went off without a hitch. Get his sponsors on the line. Game on.”
But, when it comes to the rest of us, trying to make us cling to the:
“I’m very sorry. I know I screwed up. I should have been upfront about all of this…sooner. I’m a very private guy. I just didn’t know how out of control the media would get or how to handle it. I know I should have been smarter than that. I’ve been to rehab. I love my family. Family is my priority. I feel very badly for everything I have put them through…and all the other women. I’m trying to rebuild my life. I’ve had a lot of time to think about this. So, I wanted to express my sincere apologies ‘in person.’ Even though this is very difficult for me to do, I understand the importance of me doing so. I’m working to be a better man,” perception, just aint gonna fly!
Peter, feel free to share anything you wish.
February 18th, 2010 at 6:47 pm
Sad to say this, but the only market segment that won’t forgive him (and see right through his canned statements) consists of females. And since women are not golf’s prime demographic, the sponsors won’t shy away from future Tiger endorsement deals. I for one would NEVER buy anything that Tiger endorses (in fact I refused to by his Wii game for my brother for Christmas even though he asked for it) but then again, I don’t think his corporate sponsors care.
February 18th, 2010 at 6:47 pm
I agree. Nicely put, Peter.
February 18th, 2010 at 6:59 pm
Well said. The PGA brand is so entwined with the Tiger brand that the PGA can’t afford to let Tiger lie low for long.
February 18th, 2010 at 7:37 pm
A master at deception will probably sleep well tonight because “remorse” and “guilt” may not be in his vocabulary or core values. I wish he were genuine sorry. I think he is only sorry he got caught and that his reputation became tarnished. He can try to be genuine but a lot of us will not buy it. When one provides the world one image and then deceives and cheats on his wife hundreds?? of times for five years it is not realistic to think that one simple “press conference” w/ an I’m sorry” makes it all okay…Not in my PR book or Book of Life. I’m not going to fall for his bag of tricks. I’ll never look at him the same again. I’m only hopeful Elin will move on with her life. Good luck to you Peter! I know you will do super on Fox tomorrow. All the best.
February 18th, 2010 at 7:41 pm
My goodness, why does anyone care? Sure he can hit a golf ball but he is spoiled brat celebrity. Spoiled brat? Absolutely! How many athletes would be glorified for the way he acts on a golf course? The swearing, the carrying on, the throw and broken clubs… Please.
Tiger, go away, the more quietly the better. Even without all of your off-course antics, which are none of our business, you are a lousy role-model. Learn a little sportsmanship and respect for the game you play. Look to a real someone like Jack Nicklaus or Arnold Palmer if you cannot remember how to act with dignity and decorum.
February 18th, 2010 at 8:04 pm
Let him read his prepared statement and everyone nod and smile….But JUST WAIT until he walks out onto the first tee and is pelted with glares, sneers and comments shouted from the gallery. Being a celebrity or being rich doesn’t grant you immunity from the human race. Apologies can’t be orchestrated. It’s not what he did necessarily but how he handled it. His behavior on the golf course and beyond is that of someone who believes he is better than everyone else. I’m sorry but being able to win golf tournaments is far from curing cancer, feeding the poor or bringing world peace. He’s just a person who happens to play well at a difficult sport. That shouldn’t give him special rights to act like a jerk.
February 18th, 2010 at 8:06 pm
I agree with comments #10 and #23 respectively. I don’t agree with the idea that Tiger’s private life is private, and all he should be to us is a golfer. Truth is, if it were our next door neighbor who had done what Tiger did, it would still intrigue us and be the topic of every conversation – albeit on a smaller scale. Tiger is a worldwide celebrity – an athlete yes, but a celebrity too – and therefore his actions and subsequent consequences have a wider audience. Those are the prices of celebrity – he built up that celebrity brand with purpose and careful precision – it was no accident. Now he has to suffer the pitfalls that can come from that status, particularly when one creates themselves to be a certain type and then goes so completely against it.
I also don’t agree that Tiger has greater control over reporters than they do over him. Tiger needs those reporters – Tiger needs them to write substantive stories on his golfing career and to steer clear of stories that remind everyone of the scandal. He needs reporters who are friendly to him and who remind the public of why it is he was once so loved. In short, he needs the media (and by extension, the public) far more than we need him.
(if you have any inkling to use this Peter, feel free, though it goes against your own premise so it might not be too helpful!
)
February 18th, 2010 at 8:17 pm
Trojan needs to sponsor Tiger with the slogan — ‘It brings out the Tiger in you’
February 18th, 2010 at 8:34 pm
Tiger will sleep well tonight. Perhaps because of the well executed leak of his announcement. He’ll play in the Masters. He’ll likely play well.
Perhaps he will play well and put all of this behind him – right up until South Park does an episode where he has sex with Mrs. Garrison and Howard Stern does his Mistress Beauty Pageant.
Personally, I think he should have kept golfing – then people could at least be distracted by his game. It is now too far sunk in.
He’s back to being an amazing golfer.
February 18th, 2010 at 8:40 pm
A comedian I saw last month said it best: “After this whole thing with Tiger I really LIKE the guy! He’s earned my respect now.” There are some who could care less about Tiger and golf before. Now he’s even more famous. He’ll be the ‘bad boy’ of golf. Hmm, it never hurt a rock star has it? Sure there’s the whole moral thing, but hey, Bill Clinton weathered the storm and so will Tiger. Whether people like him or not… I agree, Peter. Tiger is sleeping like a baby cuddled with an armload of new opportunities as he skillfully returns to what he’s paid to do…. GOLF.
February 18th, 2010 at 9:37 pm
I’m not convinced he’s going to bounce back so quickly — either with sponsors or with his game. The public likes contrition, and this mock press conference reeks of stagecraft. Second, Tiger won because of his incredible focus, but his mind has been everywhere since Thanksgiving. If he can put the focus back on golf so quickly, then what does that say about his sincerity? What happens when he gets seen out with more party girls? When Elin and the kids are out on their own? I’m not saying you’re wrong, Peter, just saying I’m not ready to buy in.
February 18th, 2010 at 10:44 pm
Redemption rules in America. So does rehab whether it is the real deal or not…the schtick works. Robert Downey Jr., Pat O’Brien, Lawrence Taylor, Kate Moss, Dennis Quaid, Johnny Cash, et al, any icon, in the public eye can just take that break, heal thyself and start over. The best thing Tiger did was vanish and let Gloria Allred get off her chum eating rampage to get settlements for the girls and percentages of every single settlement for her carnivorous -never met a scandal I didn’t profit from—self. All I can say to Tiger is -hey dude, next time call me- I would have thrown your bohunkus into rehab the day after the night before. For superstars, rehab is the cleanser and detoxer of all things gone wrong in the past—unless of course you are a conservative like Rush Limbaugh or Keith Richards, then all bets are off.
February 18th, 2010 at 11:00 pm
There’s no question Tiger as a brand will take a hit – albeit a minor one. Some of the mass appeal product sponsors won’t be back or may not renew, but he’ll still have some appeal. A number of middle-aged, middle-class, divorced duffers on the community country club circuit can relate to the temptations of a dalliance, so it makes sense that sponsors like Tag Heuer would stay and Buick may return.
If this is quote worthy, by all means.
February 18th, 2010 at 11:52 pm
You are exactly right!! Even though I never liked him to begin with, I like him even less now. He treated his wife like crap, and she has to deal with it because of who he is. If she leaves him, she will be the bad guy in this and everyone will forget who cheated on who. They will blame her because he’s “supposedly” too upset or whatever to play golf. So, she has to go on pretending everything is OK and act like nothing happened, he gets to come back looking all pretty with his fake smile and big attitude like he owns the world. I really feel sorry for his wife. He should actually hold a press conference, instead of hiding in a room…be a grown up Tiger…accept your responsibilities.
Marci
February 19th, 2010 at 12:28 am
Wow- great insight! I had the “he’ll get away with it” thoughts, but this is way deeper. Sounds about right!
February 19th, 2010 at 1:00 am
It gets more interesting Peter with the latest release of the PGA statement. This is getting nuts. Even the tour players are upset at the way this is being handled. How is he going to feel when he does come back on tour if he ever does. I would not want to be playing with the guys who dislike me for my antics. I don’t mean how he treated his family either, that is another story all together.
February 19th, 2010 at 6:01 am
Tiger has everyone wrapped around his little finger, especially the media. They know to treat him like a king or he’ll black ball them and then out go their ratings.
I agree. He is sleeping like a baby and, like it or not (not, for me), this will just be a small blip on his career. Let’s see how long sponsors stay away from him. I bet there are people with his agent’s # on speed dial as soon as this presser is over. Apology = signing endorsements
February 19th, 2010 at 6:04 am
Sadly we are drawn to high competence and skills and just as drawn if not more so to low character and chaos. Tiger is the the perfect combination of both. He’s salty and sweet and we can’t wait to get a closer look. He’s like a perfect rose and road kill, we can’t NOT look at either! Not to mention, sex sells and he’s getting plenty of that!
-sure use my comment if you’d like.
February 19th, 2010 at 6:06 am
You can use this one on the air… ‘Who cares? There’s real news out there. I mean, Kevin Smith was kicked off a plane for being too fat, a zebra escaped from the circus in Atlanta and something about Iran.’
Really though, this is just necessary for him to move on. A public statement disguised as a press conference. Once he’s back on the course a few times, everyone will forget about this.
Hopefully he has sincerely apologized to his family, his wife has forgiven him and he’ll stay faithful to her and his children. That’s all that matters.
February 19th, 2010 at 6:06 am
What guy wouldn’t want to be Tiger??
I mean really he has it all, only glitch is that he got caught by the National Enquirer, so now he has to do some damage management and move on.
Look at all the studio stars in the 20s/30s and 40s there were some real freakoids but it was all managed away from the fans.
Tiger is just like them, a great STAR who is also human. All the temptations were there and he partook of them as 99.99999% of men in his position would.
February 19th, 2010 at 6:08 am
Hi Peter,
I agree that the world of golf needs Tiger. However, he really blew his image bigtime. I think the American people are sick of two faced immoral scum–whether politicians or athletes and Tiger was the straw that broke the proverbial camel’s back. I would like for him to come out and say that he is tired of acting like a nice guy and that he is devoting his life to winning at golf and seducing women. Maybe start wearing little Devil horns and all red golf shirt and pants with flames and be the bad boy of golf. It works for professional wrestling. Then golf could come up with some Baptist preacher/Rabbi/Iman/golfer to be his challenger. The TV ratings would go through the roof as even women would watch to see if their sisters could be avenged on the golf course. Good luck. thanks Pablo Solomon yes–you may quote–but please add Artist & Designer to my name.
February 19th, 2010 at 6:27 am
There’s a term that fits Tiger these days, other than “World’s Greatest Golfer” and that’s “Phallic Locomotive.” It implies man dominating the earth. Taking what they want, when they want it. Icy cold domination. Control over everything and everyone they encounter. Domination over women in sex; over men in golf. Tiger just kept the media out of his other life. And today he does it again. “I’ll control the media. I will win again. and you’ll worship at my feet,” he seems to be saying.
It is why for some “power corrupts absolutely!”
February 19th, 2010 at 6:43 am
Lots of comments on Tiger but basically none other than Peter about how the media will play this. The media, by accepting the unacceptable terms of Tiger’s event-scripting, becomes complicit. If they said, “Hey, Tiger, it’s great that you want to apologize–and if you want us to cover the apology, you have to take questions, or else we’ll sit this one out,” you might have some real give-and-take. But the media has been awed by celebrities and cowed by the access question for too long (look at the unquestioning coverage of GW Bush and the run-up to the Iraq war as another example)–and they’ve forgotten that their mandate is not to unquestioningly amplify PR flacks’ scripts, but to dig deep and find the real story.
I’ve written two books on business ethics and blog frequently on media ethics, and I think that if the media is going to play the role of enabler of bad behavior, the media must share the blame that the real story doesn’t get told. It is the media that certified Tiger as someone worth paying attention to, rather than, say, someone who’s curing cancer or solving the energy crisis (like the amazing Amory Lovins).
Yes, you may quote me.
Shel Horowitz, co-author, Guerrilla Marketing Goes Green: Winning Strategies to Improve Your Profits and Your Planet (co-authored with Jay Conrad Levinson)
February 19th, 2010 at 6:50 am
Peter,
What a calm, rational view of the Tiger situation, for a change.
Tiger’s mistrust of the media dates back to one of his first major media interviews, with GQ magazine, when he was still a teenager. He told a few off-color jokes that the reporter took down – and Tiger said, “Hey, you can’t print that.”
Oops. Too late.
I still have that issue, because I knew it would be one of the last (and it turned out to be THE last) honest glimpses into that man.
I used to use Tiger in my seminars to talk about The Naturals of Success – people who don’t stop themselves from success.
Since all this happened, I realized that Tiger is just like the rest of us – only more so. His dad, Earl Woods, was his one true Loving Mirror – the one person he turned to and really let in.
Now that Earl is gone, Tiger has no one he TRULY lets in. Everyone else – including, apparently, Elin – only gets limited access.
Thanks Peter,
~Noah
February 19th, 2010 at 6:51 am
And yes, you have my permission to use my comment on the air.
Good luck on FOX – I know you’ll nail it!
~Noah
February 19th, 2010 at 6:51 am
Peter,
I look forward to Tiger’s return to the golf course and watching his incredible mastery of the game. He will return with the same skills and talent, hard work and dedication he has always had and we will appreciate his extraordinary ability to Focus even more with the whirlwind of press around him.
Who are we to judge his personal life? Where do we prefer to focus our attention, on Tiger’s excellence and dedication to the sport or on more negative journalism.
Everything that needs to be said has been said and read over & over. It’s time to move on and give Tiger a chance to grow and evolve in his life as we need to do for ourselves and stop judging!
February 19th, 2010 at 6:57 am
This is the Year of the Tiger. He’s a bastard-but a cunning, cold-blooded and calculating one who is seething to get back on tour. The other stuff? Fuhgeddaboutit. He’s got the cash, he is going to keep on making the cash, and get out of the way.
February 19th, 2010 at 6:58 am
I don’t need Tiger. Golf has been a marginal “sport” for years, more like an excuse for men to leave home for eight hours at a time. Tiger reminds me of a 6-year old who got caught punching the family dog. I’m sure he’s sorry, but Elin will never trust him again and eventually Tiger will get sick of sitting in time out.
You have permission to use this comment. Good luck on Fox “news”
Claire
February 19th, 2010 at 7:00 am
I think it’s far more interesting the media is breaking into regular programming to cover Tiger’s remarks than the fact he is making them. I wonder if it makes traditional news sources feel more relevant by getting the news out the same time it makes it on Twitter or YouTube for example.
February 19th, 2010 at 7:02 am
You can use my comment of course. Who doesn’t love traditional media?
February 19th, 2010 at 7:05 am
I’m sure Tiger is not sleeping like a baby tonite or any other — he’s still living with an unpredictable, violent abuser who belongs in jail and/or therapy. She will never get any help, even if she escalates her behavior and kills him.
That’s because the message that’s being conveyed is that domestic violence is just peachy so long as a man is the victim.
Had the situation been reversed, and she was the one being beaten Tiger would’ve been hung out to dry. *Her* infidelity would’ve been celebrated as an exercise in “independence.”
What an ugly double standard our world allows!
February 19th, 2010 at 7:07 am
It is not my place to judge anyone else and I don’t feel Tiger needs to apologize to me or anyone other than his family and friends. Even that is none of my business. I don’t know Tiger Woods. I don’t honestly care about his personal life, it’s personal. Sure, it’s titillating and makes for good water cooler fodder, but what he does off of the golf course (short of committing a criminal act) is truly none of our business. He doesn’t owe us a personal life that reflects some impossible image we’ve accepted as reality because it made us feel good.
He needs to get back to golf and golf needs him back. We need to stop feeding off of the lives of famous people like piranhas. They are entitled to their privacy. Enough already, let’s focus on things that matter. There are so many other things happening on a daily basis in the world that are unfathomably horrid. If we took all of this wasted energy we spend postulating about the private lives of celebrities, perhaps we could shift things for people who desperately need our attention and our help.
Cheers,
Margot Potter
February 19th, 2010 at 7:09 am
Oh and PS…dangit…you may use my above comment on the air. I’m not awake yet!
February 19th, 2010 at 7:19 am
Oops, need more caffeine. You can use my comments on air as well.
February 19th, 2010 at 7:25 am
Well said. The press may be more interested in his appology than the general public. Let him appologize to those he personally affected. As a golf fan I would like to see him continue chasing Jack’s records. Enjoy some incredible golf and move on.
February 19th, 2010 at 7:31 am
Why won’t my post appear?
February 19th, 2010 at 7:33 am
Tiger will always be king of the links and for his loyal followers in the golfing world. Those people could care less about what he has done to his family or what he has done to his sponsors. In fact, they seem to be cheering him on for his behavior. But I don’t believe he will ever recapture the cache he has built up over the years that has made him a billionaire. He didn’t become a billionaire from playing golf but rather from endorsements. I find it hard to believe sponsors will start jumping back on the train. The best thing Tiger could do right now is just open up and hold a session and let the questioning begin. He doesn’t have to answer all the questions — no one would expect him to– but he would get a lot of credit for allowing questions from any and all reporters. He will accomplish nothing oday. Just look at how Andy Pettite handled his steriods situation. He had one session with reporters and it was done. And by the way, the questions posed to Andy were meek at best. All you can saty right now is that Tiger just doesn’t get it.
February 19th, 2010 at 7:38 am
We’re really talking about two personas here – Tiger Woods the golfer, and Tiger Woods the husband/father. The first step in returning Tiger Woods the golfer to where he was the day before Thanksgiving is for Tiger Woods the husband/father to acknowledge, apologize and prioritize. Prioritize the importance of his relationship with his wife and children, and re-establish what outwardly appeared to be a happy, stable family. Until Tiger Woods the husband/father becomes Tiger Woods the single father, that’s got to be first. You’re spot-on in that as long as Tiger wins, he’ll reign supreme on the course and with his sponsors. But if he glosses over the issue and says it’s all about getting back on the course, he misses a huge opportunity. Nothing is more powerful than a leader who takes responsibility in difficult times. The roar can return, but it should begin in the front yard, not on the front nine.
Feel free to share.
February 19th, 2010 at 7:43 am
Tiger Woods, who I dubbed, “The Serial Cheetah (Cheater)” is a man who had everything and has lived the good life. His behavior has not only been an incredible embarrassment to his family and sponsors, but also think about the damage he has done as a “role model”.
Look, having an affair is bad enough, but serial cheating is another. I predicted on my blog that his defense would be that he has a sex addiction so no surprises there. Now that he has been through rehab it is likely that he will be redeemed and the public and the media will eventually welcome him back with all of this just an embarrassing memory of boys will be boys.
But, I guess it doesn’t really matter anymore…cheat with a dozen or so women and then get named “Athlete of the Year for 2009.” Got to love America….land of the free, home of the brave. He was brave alright, brave and brazen in his sexting right under his wife’s sleeping nose! Now how she could ever sleep soundly next to him ever again is beyond me!!
Lisa C. Decker, CDFA
http://www.DivorceMoneyMatters.com
(Sorry, if this posts more than once, the other times never appeared! Also, you have my permission to use my comments on the air. Getting more caffeine now!
)
February 19th, 2010 at 7:56 am
Zzzz – I don’t care, as long as Tiger’s press conference doesn’t pre-empt NBC’s coverage of Olympic curling. Feel free to use.
Scott
February 19th, 2010 at 8:00 am
The whole rehab stint was a ploy for Tiger to show his ability to atone for “crimes” he probably would commit again given the chance. Maybe he’s a sex fiend, maybe he’s just a guy with more money and power than he knows what to do with and something to prove.
As if his wife didn’t know. “No honey, I swear all my trips to Vegas and late nights are just a little bit of innocent fun.” Let’s get real and stop wasting our time with things that in the end don’t really matter.
I wish I could grow my empire and a cascading flood of media attention by sleeping around and crashing my car.
February 19th, 2010 at 8:01 am
Tiger might be sleeping well now, but years from now when his little children grow up and ask Daddy a single word question, Why? Perhaps that’s when his sleeplessness will set in. Golf is a skill and we can’t take that away from him. But as a role model to young athletes, he’s a disgrace!
February 19th, 2010 at 8:03 am
Does anyone not miss the irony of it being Chinese New Year this week and this is the year of the…TIGER? Call me esoteric, but I could sooo care less about Tiger Woods that when I read today’s blog lead, I really thought that you were referring to the Chinese economy and its potentially lethal collapse in the coming months. Now THAT is something to lose sleep over.
February 19th, 2010 at 8:09 am
The world or at least America needs a few heroes, no matter what Mr. Tiger is an example to men, women and children, and he is to many people a hero, a giant in the industry.
If you going to be a role model, a role he clearly wanted, than you do have certain responsibilities, that’s just all pert of the deal. He owes more than an apology he owes out ward contrition.
When Charles Barkley stated “I’m not a role model… Just because I dunk a basketball doesn’t mean I should raise your kids.” His popularity and endorsements fell off and were never regained.
You don’t have to be perfect but you must have standards.
Peter Shankman may use my above comment on the air.
February 19th, 2010 at 8:10 am
Why do we care so much what Tiger did? If this was just some guy down the street, we’d barely notice. He’s a golfer, so why do we even need to know about his private life? These things happen to people all the time, so the media just needs to get over it and find something else to cover.
February 19th, 2010 at 8:11 am
your scenario may be accurate and probable – I just don’t think Tiger owes me an apology. His wife yes, his family yes, his internal team who he decieved and/or compromised, yes. I as a member of the American public don’t care. Millions of people cheat on their spouses – do we require them to publicly apologize?
February 19th, 2010 at 8:17 am
As an executive coach, I always wonder about ethical considerations in situations like this. Tiger continues to sell us a bill of goods. We have bought them. Now there is a hole in the dike; a distinction between the man and the golfer. We are faced with the choice of whether to accept the golfer and hide our feelings about the man. (Some with similar values will celebrate the man as well!) In an Executive Master’s in Leadership Course I teach at Georgetown, from an ethical standpoint, the entire class agreed that sponsors have no choice but to drop Tiger; that his earning power did not justify overlooking his ethical lapses if the sponsor is to be seen as ethical. Tiger created his persona, not us. Tiger was the one who lived the lie, not us. There need to be consequences in situations like this or we all learn to repeat them.
What concerns me is the potential for catcalls on the golf course that will disrupt play, especially if the pro-Tiger and Disappointed-at Tiger forces get into a dust up as a result. Now, that would not be good for the game of golf.
The bigger story is my understanding that Tiger is representative of many of the players on the tour in terms of after hours recreation; most players cannot throw stones when they also live in glass houses…. When I was younger, my dad owned a hotel that the golfers stayed at for a tour event. The most common request of me was not for extra towels, it was for a woman. The women in the bar wanted one thing – a tryst with a player.
You may use my name.
February 19th, 2010 at 8:17 am
Peter -
If when you said “Tiger’s sleeping like a baby,” you meant up every 20 minutes crying, then you might be right.
Regardless of what happens at Mr. Woods’ “press conference” today, I think the important thing for PR practitioners and students of Branding to remember, [particularly with regard to reputation management or crisis communications] is: Tiger Woods must be considered the exception, and never the rule.
Urban Dictionary said it best when it redefined the lexicon for ‘going postal’ as: Don’t go all nine iron on me.
Feel free to use my comments on Fox, and have fun today!
Lori Keenan
Principal, Smarthinking PR
February 19th, 2010 at 8:21 am
One point not mentioned – the opinions stated here are from people who are in the communications profession – and more aware that this is a “stunt.” I’m wondering how many people around the world will take this at face value, and accept the mea culpa from Tiger, and forget the revelations that his professional image and personal life were at opposite ends of the spectrum. Frankly, I have little respect for anyone who treats others so callously … that goes for the phalanx of “other women,” his wife and children, his fans …
You can use my comment.
February 19th, 2010 at 8:23 am
Correction: it’s the PGA Tour, which is a different organization than the PGA.
Whatever apology Tiger makes is insincere at this point. It doesn’t matter though. We will all still forgive him and again be amazed at how he plays golf. Brands that dropped him as endorser will lose out in the end.
February 19th, 2010 at 8:30 am
Hey Peter – don’t forget what the Chinese are saying .. It’s the year of the Tiger … or as Kellogg’s would say .. Tiger & his (frosted) flakes are still gonna be Grr-eat.
February 19th, 2010 at 8:31 am
Peter – you can use my comments on the air:
You are right that the celebrity-obsessed media needs Tiger more than Tiger needs them. But kudos to the Golf Writers Association of America who will be boycotting this pseudo event rather than play along. At least they are showing true integrity – something we haven’t seen from Tiger and his “team” during the past three months. Ironic that a game based on honesty and integrity would allow this kind of sham to be staged on its front door step. “Team Tiger” and the golfer himself may think they can avoid questions, but they are just once again delaying the inevitable. The questions will come – not only from reporters, but also from fans in the gallery, at the clubhouse, in the sports bar and elsewhere.
February 19th, 2010 at 8:34 am
A wise woman once said, “A stiff “richard” has no conscience.” Tiger simply reinforced this truism. I’m sure, had his first indiscretion after he married affected his golf game negatively, we wouldn’t be awaiting this blather today. Since he’s been spitting on his marriage vows for quite some time and is still at the top of his game, he probably came to the twisted conclusion that indiscriminate sex (and lots of it) contributed to his success. Hence, his “sex addition.” You go, Tiger! Your fans will always love you and would be honored to kiss your putter–even though they know where it’s been.
February 19th, 2010 at 8:35 am
Although this may have nothing to do with any of this timing for him, I find it very coincidental that Tiger has waited until after the Chinese New Year which brought in the Year of the Tiger.
February 19th, 2010 at 8:41 am
All true, Peter. To prevent having to explain Tiger’s absence from golf to my 7 y.o. avid fan, I’d just run for the remote every time his name was mentioned. Eventually, I had to explain that kissing someone else when you’re married is bad and that’s what Tiger did, so he needs to make up to his wife and stop golfing for awhile. This explanation was greeted by a yawn and the continual question of when Tiger will play again. His reputation will forever be damaged in my mind as a mother, but for my son, he’s still the best in the world.
February 19th, 2010 at 8:42 am
You are absolutely right as always, Peter. However – my biggest issue with all of this is that the media world will come to a halt today to carry his brief statement live. Really? The media is treating this as if he’s revealing the cure for cancer. It’s the media that created this ridiculous frenzy, giving voice to the alleged mistresses and acting as if we the public will die without this hype. Tiger didn’t cheat on me so I don’t need an apology. Golf and get on with it. (And yes you can use my comment.)
February 19th, 2010 at 8:42 am
and I quote “I did not have sexual relations with that woman, or that woman, or that woman…ahemmm..”
Whoops, sorry wrong guy
February 19th, 2010 at 8:43 am
It’s an illustration of everything that’s wrong with our celebrity-crazed culture. He’s making the statement at the TPC at Sawgrass, a private clubhouse where access can be controlled and the hoi-polloi of most media kept at a distance. The fact that they’re accepting those crumbs and are here at all speaks volumes about Tiger’s importance to them. The fact that the PGA Tour is allowing him to use their hallowed halls to make his statement tells the story about his importance to them. The fact that people will tune in to hear the statement…well, that’s just sad.
Tiger sells. Doesn’t matter what he does in his personal life, because he sells. Going to PGA tournaments used to be different than most sporting events. More elite, more refined. Sure, there was “Arnie’s Army” back in the ’60s, then Jack Nicklaus’ “navy” of followers and golfers like Chi Chi Rodriguez and Lee Trevino who had their fans and made the show great. There were black golfers like Vijay Singh and Cal Peete before him. But none of them drew the masses the way Tiger has done. That he’s an outstanding golfer has been overshadowed by his celebrity status. This was exemplified at a youth clinic I observed during The Players Championship several years ago. Freddie Couples was the previous year’s winner and host of the clinic, but he asked Tiger to join him. The kids were all over Tiger, and their first question for him was not about the mechanics of his swing or his golf strategy, it was, “What kind of car do you drive?”
These days, going to a PGA tournament is a different experience than it was even 20 years ago. Less intimate, less “special”. Tiger’s not the only thing that’s changed it; the skyrocketing value of celebrity autographs and the ruthless tactics of the infotainment media have both played a role in making the players less accessible to the public.
Will Tiger’s statement today change anything? Will it make anyone’s life better, or make the world a better place? Not really. What’s happened has happened. Now they’re just doing belated damage control, something that should’ve been done long ago from a PR perspective. It’s a business decision, designed to salvage Tiger’s value in the marketplace. Will it do anything to heal Tiger’s marriage? That’s really nobody’s business but his and Elin’s. The rest of us need to just get back to our own lives and leave it behind. But we won’t. And that’s why he’s making the statement and why the media are here in droves to cover it.
And yes, Peter, you may use this on the air.
February 19th, 2010 at 8:44 am
Don’t worry, Tiger will get his just reward. His sins will find him out; if not sooner, later.
February 19th, 2010 at 8:48 am
Tiger Woods is getting PR Tips from George Costanza. He does the complete opposite of everything he should be doing to turn his image around. Since he is Tiger, he can break all the rules in PR. I just hope he doesn’t break the rules of golf. If he does, that will spark another large controversy and he may not be forgiven by fans. Then, like Costanza, he might just end up with the Yankees.
My take here: http://indefenseofpr.com/2010/.....-costanza/
February 19th, 2010 at 8:51 am
Oops! I forgot to mention you can use my comment. In fact, I dare you!
February 19th, 2010 at 8:55 am
This is a non-story. Ridiculously rich and successful men have been cheating on wives since the beginning of time. I’m not saying it’s right. But the bottom line is that this story, like so much of the mindless so-called news we are force-fed is a product of the 24-hour news cycle. I never cared about Tiger’s trollops, but I can’t avoid this story.
Quote all you want.
February 19th, 2010 at 9:05 am
Well, the Tiger finally showed he is human. He fell off his pedestal & roamed wild out of his marriage cage. With the BILLIONS he has earned & saved, he can afford to hire someone to help him adjust to the sleepless nights he has and will have while he contemplates the shambles he made of his marriage. Let him & his family have the privacy they deserve to decide their future. There has been enough embarrassment.
February 19th, 2010 at 9:05 am
I hope he does NOT apologize to his wife publicly. I hope he apologizes to his fans, apologizes to his sponsors, but if I were his wife, apologizing to me in public would confirm what I should already know – that he’s a scumbag out for attention.
Tiger Woods is not a sex addict. Not even close. Tiger Woods is a spoiled little brat who’s ego has run away with him. He’s done what he did because he believes he’s above everything and everyone.
He married his wife to help his image, which she did or did not know, and as such, if they divorce, she should get at least half of the money for any work he has done while they were married (in addition to whatever was listed in their prenuptial agreement.) The reason? His squeaky clean image of being married with two children HELPED him get so many of these endorsement deals.
Yes, feel free to use my comments.
February 19th, 2010 at 9:06 am
Yes, you can use my comment on the air
February 19th, 2010 at 9:07 am
The only thing that matters here is his golf game. The first time he takes to the course he will face tremendous pressure, and he’ll perform well, and then, this whole ugly thing will be a footnote in his biography on wikipedia. He has a few times out to prove that he’s still got game, and if not, this whole ugly sexcapades chapter will become a much larger part of his bio. The press conference doesn’t matter. The game does.
(and yes, you can use this on air)
February 19th, 2010 at 9:08 am
Peter – Our culture loves to build ‘em up just so we can tear ‘em down…and then build ‘em up again. No one is bigger than Tiger so it was a really hard fall, but if he continues to play amazing golf he will be back bigger than ever. He just needs to remember…the next fall will be a doozy.
(feel free to use my comment)
February 19th, 2010 at 9:08 am
Tiger has been caged and this scripted one-way press event is only delaying the fuller mea culpa that the public, media and fans demand and will receive. If he refuses to do that, his image and, I argue, his golf game will continue to suffer. I dont think he will come back from this stronger than ever because he has lost his moral force that helps make athletes more competitive and feared. Other golfers, who traditionally wilted on Sundays during the back nine will not fear him as much as they used to. More and more, they will see the red in his Sunday shirt as the blood of a weakened foe.
Yes, you can use this on the air.
Chris
February 19th, 2010 at 9:09 am
So the Tiger is coming out of his lair. We hope he won’t stray and seek out more prey, but stick to a cleaner game of golf and stalk only trophies (those that sit on the shelf). We will all watch, in even greater numbers. Possible new sponsorship deals: Trojan Condoms, Hooters, Divorce Lawyers…
February 19th, 2010 at 9:11 am
As much as Tiger tries to control the media and his message today, it reminds me that we, the consumers are in control. We can choose to watch him play, we can choose to buy his endorsed products, we can choose to give this story power by listening. His speech today is are like so many companies spitting out their message to their followers on social media platforms such as Twitter. Corporate blah with no engagement, feedback, authenticity. Tiger has a lot in common with them – neither of them ‘get it’. I for one will be doing other more important things with my time today.
February 19th, 2010 at 9:12 am
I second Margot Potter. He’s a GOLFER!!! There, I said it. And yes, you can quote me.
H.
February 19th, 2010 at 9:17 am
After reading these posts and hearing what others say…I have a hard time hearing that people think Tiger is a HERO. The people who worked at ground zero can be HERO”s, the people fighting the wars are HERO’s, the veterans who have protected our freedoms are HERO’s, but…TIGER IS NO HERO.
The problem lies in the fact that too many people live their lives through other’s successes. They dwell on other’s losses, possibly to make their situations feel better. People need to look at their OWN successes and losses, make adjustments and quit living through others.
Tiger is another human, no more, no less. The ONLY difference is that he has followed his passion, become successful, and is in the eye of the world now. He fell just as anyone else can fall. I don’t condone what he did… it shouldn’t effect any of us, but it does. He let those down who lived through him, and not their own successes. I admire his success, but focused on creating my own, as we all should.
And if not on a phone call or with a client, I will be watching him and his PR move today.
February 19th, 2010 at 9:19 am
I’ve said it all along: Let things cool down, tell everyone how sorry you are (maybe shed a tear), come on Oprah tell everyone how sorry you are (be sure to cry), win the Masters (cry a bit) and the world will be his again. Tiger may be a better actor than a golfer, if that’s possible. Yes he’s sleeping well! After all he’s had lots of practice.
Of course you can share!
February 19th, 2010 at 9:20 am
Tiger would be wise to say, “I know I can’t win anyone’s trust at a press conference. I have to earn it over time. I have to earn it first with my wife. Over time I promise to earn that trust with my fans. Don’t give it to me quickly. Make me earn it, so I make the changes I need to make. I can’t change the past, I can and will change my future. Thankfully, just like golf, the future comes one day at a time. That’s how I’m taking it–one day at a time.”
Just like Kobe Bryant, if he means and lives it, Tiger will be back stronger. Like all of us, Tiger is human, but people everywhere want people to overcome personal struggles. You are right, Tiger will be Tiger…more human….but still Tiger.
February 19th, 2010 at 9:23 am
Many people have commented that it “doesn’t matter what he does in his personal life” and the same has been said about other high-profile people. As a wife whose not-so-famous husband was involved in such behaviors, I beg to differ. Each celebrity or politician who continues to be able to get by with a pseudo-apology encourages other men to cater to their own character weaknesses. This ends up hurting families. It is very sad that, if a person can generate enough money for enough people, s/he can do just about any bad behavior s/he wants and still “appeal” to the masses.
February 19th, 2010 at 9:25 am
So true about how Tiger is managing this and will cut off whoever dares cross him on this.
As a guy who makes a living serving as PR director for a number of tennis tournaments around the US, I’m most interested in the next phase of this. Given the circus I’m seeing down the street from my house at Sawgrass where Tiger will “hold court” today, I can only imagine what it will be like when Tiger comes back to a tournament.
It will be a nightmare of logistics for the tournament where he returns, but it also promises to be the most coverage that event has ever seen. File it under any pub is good pub, and just ask Accenture – Tiger’s statement is getting more attention for the Accenture event than anything happening in Arizona!
Good luck and quote away!
February 19th, 2010 at 9:26 am
Peter, you may use my comments on the air:
I don’t much care about the game of golf, but I care a lot about marriage. It is nonsense to think Tiger and Elin’s marriage could succeed without his return to golf. It is also nonsense to think golf is all that matters when a man has made a vow to a woman or fathered two children. But it is not ever an either-or choice.
February 19th, 2010 at 9:27 am
PS you may use my comments
February 19th, 2010 at 9:30 am
I agree with you, but I’ll go a step further… Just the fact that you will be on FOX to discuss Tiger, his contrition and his status in the public’s eye, is proof positive that the media needs Tiger. The media thrives on scandal, sex, celebrity, and reports this all as news we need to know or should care about. Tiger is not just a product of our “infotainment” media system, he’s the poster boy.
Why cover Haiti, or Afghanistan, or economic policy when this juicy, ratings-boosting opportunity is there??? Celebrity icons and scandal will finally take a backseat to other news when the media stops covering it.
February 19th, 2010 at 9:31 am
I’m sure a lot of the conference will be scripted, and I believe I heard he wasn’t answering questions. Does anyone know if this is true?
I won’t be watching the press conference, to be honest I’m sickened by the whole stunt.
I think Public Relations has the power to do truly amazing things, and to be honest it disapoints me when celebrities utilize PR techniques to get away with their behavior. What’s worse is that a lot of people say it doesn’t matter…but it does. Yes its his private life, but he was a role model for a lot of children and young adults. There is a boy I used to babysit, we are close to the family, hes 15 now, and its come to the point where drugs, sex, and cheating of sports figures is ok with him. I’ll say “Do you really think that’s ok to treat someone like that” and he’ll say “Well..Kira they are pro atheletes..what do you expect?” as if that were a justification for what they are doing. Guess what he wanted to be when he grew up…a pro athelete. Scary sometimes what the world is coming to. I agree with many of the posts above…stunt or no stunt what he did was wrong, and in the end that’s what people will think about when they here his name now…Karma is tough when you don’t treat people with respect.
February 19th, 2010 at 9:52 am
Hey Peter – don’t forget what the Chinese are saying .. It’s the year of the Tiger … or as Kellogg’s would say .. Tiger & his (frosted) flakes are still gonna be Grr-eat.
I forgot to mention you can use my comment ..
Kerri Hopkins/Namezook.com
February 19th, 2010 at 9:52 am
Let me spend a few seconds in Tiger’s paws…I’m one of the best golfers in the world. It’s my core. My competitive advantage. I’ll continue being a great golfer for several more years. I’ll continue to play in tournament after tournament because the PGA needs me there and because other great golfers WANT to play against me, professionally.
Thank God I screwed up my life in a way that does not affect my ABILITY to be a great golfer! And if I’m going to make a living, it’s obvious that my money won’t be coming from the PR side of things, so I might as will just keep my head down and keep SWINGING, because placing in a tournament still pays money regardless of how messed up I am socially. And when arthritis sets in and the swinging stops paying me a living, well, then maybe I’ll write a book about all of this.
That’s the tiger in me…glad I wasn’t named Turtle.
Feel free to use.
February 19th, 2010 at 10:02 am
What a world we live in! A few decades ago nobody but the Woods’ neighbors would have noticed the quarrel which brought Tiger Wood’s infidelities to the light. In most media outlets, there seems to be more reporting on this topic than on wars or government issues that should/could/would affect millions of people. I know humans are curious, esp. about celebrities’ personal problems, and media coverage is almost more than 24/7, so that explains it. But wouldn’t it be nice if we’d care more about issues that affect more than one extraordinary family? Wouldn’t it be great if we’d take care of our very own personal problems which we also wouldn’t always want shared with the entire world? Such behavior would minimize the stress for the Woods kids and their mother, and Tiger Woods himself. What we curious people and their supporting media are doing, doesn’t help change Tiger Woods into something ‘more acceptable’ for the world.
February 19th, 2010 at 10:05 am
Like many I don’t feel Tiger owes me or any other fan an apology. I’m disappointed in his actions and feel sorry for his wife, children and family, but it doesn’t take away from his skill on the golf course.
The media are howling over this one way conference, but they’ve put up with the “Tiger Rules” for years so its ridiculous to believe anything would change especially now.
I would be interested in what Tiger says to his sponsors and if any of them will be present today. They bought into the image that Tiger and his management team (with the media’s) help constructed and now that’s destroyed.
It will be interesting to see what changes he will make to his image going forward. Will he let the media build him up once again as not just the greatest golfer of all time, but one of the greatest men of all time too?
I just hope he doesn’t try to say one thing today and not be able to back it up with his actions. The media still want their pound of flesh and today will not satisfy them.
And yes you can use this if you like.
February 19th, 2010 at 10:06 am
And the reporters attending the “press conference” are now just props.
February 19th, 2010 at 10:16 am
Wouldn’t it be nice if no media showed up today?
February 19th, 2010 at 10:16 am
I think that you are right, he will come out smelling like roses. But if he wants to make America fall in love with him again, he’s going to have to do what made us fall in love with him in the first place: he has to win! He’s going to have to put all of this aside and focus on his game. – Feel free to use my comment.
February 19th, 2010 at 10:35 am
Hi,
With all the attention on him, my dream for Tiger:
One statement, and leave the room….
“Hi world, global warming is real…..the rest is irrelevant!
Now watch me play golf.”
February 19th, 2010 at 10:47 am
Tiger will pull a Kobe and rise back to the top. Memories of this circus will eventually fade, as did those from the Kobe incident in Colorado. Tiger being a loser cheating husband will eventually be trumped by his winning ways in the golf course.
We can’t help Tiger’s notoriety, the same can’t be said about the attention given to his harem. I can only hope these home-wreckers slide back into oblivion, crawling back to the nightclubs, porn sets and pancake houses they came from. But alas, they will probably end up as relationship columnists/24-hour news contributers like Ashley Dupre. So Sad.
February 19th, 2010 at 11:10 am
Cheating on a spouse isn’t illegal. It’s immoral, and not very nice – but shouldn’t this stay between Tiger and Elin? There are SO many other, more important issues going on in the world. I guess it’s the media’s job to redirect our attention towards these inconsequential matters which just reinforces Tigers behavior. I say “Yes!” to #109.
February 19th, 2010 at 11:12 am
Oh, Peter. Well said – as usual. The first comment, however (about the Ambien), was the best.
Isn’t it alarming how athletes, celebrities, and public figures usually get a free pass when it comes to these things. But perhaps you are correct. We need Tiger more than he needs us… at least the PGA does.
February 19th, 2010 at 11:16 am
Funny, we hold celebrities to a higher standard than we hold ourselves and our families. We want them to publicly reveal their shortcomings and apologies. How many of us have fallen short in one way or another, and insisted upon privacy to work out our very private issues. I don’t think being a public person should require perfection or baring all to an audience of people who seem to feel better, when someone else proves that we are all too human.
who has the first stone to cast? not many would qualify…..
February 19th, 2010 at 11:39 am
Well said response Peter. I really watched Fox just to hear your take on Tiger’s comments. You do us all proud! I think you called this one right.
February 19th, 2010 at 11:39 am
The apology isn’t for the public. And frankly who cares. Tiger is a dirt bag, he will try to clean up his act, and now he will sleep well on his bed of millions knowing he will soon be playing golf again making more money than ever because he is officially washed of his sins.
February 19th, 2010 at 12:03 pm
He is sleeping well because he is addicted to Ambien and other prescription drugs.
I don’t need him. He is a POS that cheated on his wife while pregnant, that has kids and only thought about his own selfish “needs.”
February 19th, 2010 at 12:17 pm
It’s SPORTS! Meaning, it is all about the money. What Tiger did is much less reprehensible than what Mike Tyson did, and they kept putting him back in the ring because he made money. I agree that it’s between the spouses, and if she’s up to working through this, then more power to them. I think our obsession with it is obscene, with the financial crisis and people flying planes into buildings. Can’t they find something more important to write about?
February 19th, 2010 at 12:25 pm
I know this whole business keeps PR/crisis management people employed but the real question is, with all the issues facing the world today, why do we care about Tiger. We set a poor example (dare I say we’re not being a good role model) when we make any celebrity — good or bad — a role model.
I just find this whole exercise tedious.
February 19th, 2010 at 12:28 pm
Those of us who are mere mortals also make mistakes but they don’t get quite so amplified to the public. Unfortunately we don’t have handlers, advisors, PR people who tell us the best way to handle the situational apology. No matter what, though, life goes on. As human beings, we have short memories and forget a lot. Anyone remember E. coli in the spinach about 3 1/2 years ago? Hardly.
February 19th, 2010 at 1:27 pm
The reason Tiger is in trouble is because his sponsors wanted a “clean cut” celebrity. He broke that contract, so they dropped him, causing a crisis in the Tiger brand. If he makes all the right noises of contrition, and he keeps his mistresses out of the public eye, he may get his sponsors back or a slew of new ones.
Some say: “it’s no one’s business what he does personally” but the reality is that if you are in the public eye, what you do personally makes a statement about who you are. The American public likes its sports figures to be clean-cut because these people are considered to be role models for our kids. That’s the second reason Tiger is in trouble. Addiction or not, Tiger has revealed his true stripes, and we now know that he’s a man of poor character. That may spell the end of his reign as a big-time spokesperson, and that may be enough to interrupt his sleep for a long time.
February 19th, 2010 at 2:00 pm
I disagree with the apology need that some are mentioning. As a member of the public and former fan, I DO feel Tiger owes us all an apology. Why? Because whether it is right or wrong, celebs and superstars are role models for our kids and there should be a measure of accountability there.
However, whether or not you feel that he owes you one, it is the right PR move and should have happened months ago. Some people will feel like they need closure on this and an apology (forced or not) should help some move along.
Whether Tiger messes up again is of course, up to him. The most impacted victims here are his family members and I hope they can get through this with their hearts and lives somewhat intact.
(ok to use if not too late)
@juliebonnheath
February 19th, 2010 at 2:23 pm
At the end of the day, he’s just another selfish guy who couldn’t keep it inside his pants. And now he’s asking for a second chance. http://mansibhatia.wordpress.c.....ger-woods/
February 19th, 2010 at 3:01 pm
When the Tiger story originally unfolded through December, there was much speculation and suggestions from PR pro’s that Tiger should hop on Oprah’s couch, come out and admit his transgressions, etc., so that he could get back in the game after mending his image…and then…nothing. Until now: a totally scripted, vague mea culpa that did not even specifically indicate when he would return to working with his golf tools.
Personally I hope he and his wife work it out and he is able to transfer his incredible discipline on the course and in his work ethic to a discipline and devotion to his family.
February 19th, 2010 at 4:13 pm
[...] Peter Shankman, on why Tiger has nothing to worry about. [...]
February 19th, 2010 at 6:21 pm
[...] Why a Tiger is Sleeping Like a Baby Tonight… Published: February 18, 2010 Source: The Home of Peter Shankman – Shankman.com The entire world stops today, almost all news streamlines into one story (with the exception of a terrible plane crash/act of domestic terrorism in Texas.) Everything has shut down now, as the world waits… Wa… [...]
February 19th, 2010 at 8:43 pm
[...] Before Tiger Woods’ statement today, I wrote the following comment n Peter’s Shankman’s blog that made the point the “We need Tiger more than he needs us:” [...]
February 21st, 2010 at 10:55 pm
Here’s the wild card – Tiger has a horrible temper on the golf course. He sends his caddie to stop flash photography and excessive noise. He curses a blue streak, definitely within earshot of children, and often picked up by microphones. He slams his clubs down in disgust. He doesn’t enter the media tent at a tournament unless he’s the defending champion. From a golf perspective, it’s not gentlemanly.
This crap is no longer going to be tolerated.
And, if he thinks that news event on Friday is going to make the public’s fascination go away, that’s wrong. We want more. Galleries will scream questions at him. After he swings and all those morons usually say “YOU DA MAN!” – they will now make up fun new sayings. “YOU BANGIN MAN!” You get the point. This is going to happen.
Will this private man, with the huge temper, who thought the world was at his beck and call, be able to handle these distractions and not lose his cool? (a prerequisite to getting sponsors back). And can he actually still win with all of these added distractions? I don’t think it’s a slam dunk.
February 22nd, 2010 at 9:31 pm
Because I though poepole here might be interested:
Olympic medalist Lindsey Vonn goofs on Tiger:
http://tinyurl.com/yzgw2uz