College basketball isn't the only madness going on in March. Tiger is back in the media. Again.
I believe ESPN's Tom Rinaldi and Golf Channel’s Kelly Tilghman did a good job asking the right questions (albeit in the highly controlled 5-minute time frame they were allotted) and Tiger did what he was instructed to do, which was half answer some of them, and deflect the rest. He was a lot less robotic, yes, but honestly? This entire charade needs to stop. Immediately.
Let me be clear. I don’t care to know about what happened between Tiger and Elin. I don’t care about the “private matters” that he is working through. That’s Tiger’s business and I’m fine with that. The problem (and the annoyance) is Tiger’s entire PR strategy surrounding this fiasco is annoying, misguided, and insulting. CBS Sports declined to do the interview and I agree with them 100% on why.
We all know Tiger's coming back and will be there at the Masters. I for one, hope he does well and gets back on track. I want to see the guy succeed. I love a comeback story. But as for Tiger and his newfound media strategy? As Charles Barkley would say, "It's TURRRRIBLLE!"
Let me state for the record, I do not dislike Tiger Woods, nor do I have it out for him the way so many others do. I do not know the man personally. I will not tear him down, make jokes about the situation, or ridicule him. As always, I approach the articles and posts I write from a professional standpoint. So you must understand, that as a PR practitioner, I find it incredible that someone of his stature continues to allow such huge mistakes to be made when it comes to the handling of his ongoing crisis situation.
By now there are dozens of things we have all learned as it relates to this "What Not to Do" PR fiasco of epic proportion. Yet, just when you think it's over and we're "on to the next one" like Jay-Z, the horribly handled blunder that has consumed countless hours of dinner table conversation and late night talk show/sketch comedy fodder, rears its ugly head like Freddy Krueger and Jason Voorhees coming back for the 295th time.
Those of us in the public relations industry have dissected this now classic "Worst Ever PR" case study ad nauseum. We all know it would have been best for Tiger to have a solid strategy in place from the beginning, get it out there, get it over with, deal with the hemorrhaging, stitch it up, and move on. But he didn't. So instead, this painstakingly slow bleed continues to the frustration and dismay of millions.
PR professionals instruct their clients to not BS their audience, especially their core audience. You remain behind the scenes. You counsel and advise. You don't let your name or firm steal the headlines and become the news to either garner more publicity for yourself or deflect the situation your client is in. The trades care. The general market does not. Nor should they because that approach doesn't work and it only makes your client look more suspect in the eyes of the media and the increasingly media savvy public. You prepare your client from behind the scenes, you get him ready, and you help him tell his story. You don't "spin it."
People won't buy the spin. Always remember the rule, when you spin, you don't win. Period. Save that for the politicians. This is sports.
It's too late now to try and do all the things that should have been done back in November/early December 2009. At this point, it's time for a "one and done" media interaction and then get back to the business of playing golf and fixing your family.
The "I'm going to half answer a question in a ‘spontaneous’ interview with ESPN and The Golf Channel" is not a good look. It stinks. It's too late to try and do now what you should have done then. That window has closed and you are now officially dragging it out. This is not going to help you win back the court of public opinion. We don't need to be insulted the same way the Mark McGwire strategy insulted us by confessing to using steroids (five years too late), yet really he didn't "own" all of it. If you're going to own it, you have to OWN IT. The "I learned a lot in rehab," but failure to say "sex" rehab and then blow it off as "private" is ridiculous. And this advice is costing you how much?!?
It's the same thing as Big Mac saying, "Yes, I used steroids, but they absolutely did not help me hit the ball farther." Okay. Really? Granted, steroids will not enhance hand-eye coordination, but we all know they aid with strength and power. So that answer is nothing more than a feeble attempt at trying to make us believe you're really sorry, when you're really just sorry you got caught. That's spinning and it never works. Roger Clemens tried it. #FAIL. Michael Vick tried it. #FAIL (but he realized it and is now working his way back the right way). Barry Bonds tried it and is sticking to his story. #EPIC FAIL.
THIS JUST IN: News Flash. We all know Tiger went to sex rehab, so why can't he just say it? Not saying it makes him seem disingenuous and he DOES NOT need that right now. Plus, do you really think people are wondering, "Gee, I wonder if Tiger has a drinking or drug abuse problem?"
Tiger, people are pulling for you. People also feel deceived by you. Your fans want you back and new sponsors are waiting to see how this all plays out. This is America. We forgive here. So if you are going to do this, then do it right and get it over with. That means just own it, tell the truth and ask for forgiveness, mean what you say and say what you mean, don't talk around the issue - you're not good at that - and don't drag the issue out anymore. Just deal with it once and for all, get back on the golf course and do what you do best. Only then, will this all go away.
We all know you can do better.
Good luck in April, Tiger. I'll be pulling for you at Augusta, not just on the course, but that you can get the right PR strategy in place once and for all.
