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In the Weeds - Learning From Tiger's Publicity Nightmare

Guest post by: Traci Hayner Vanover

Article Overview: Only time will tell if Tiger can regain his "golden boy" status - but in the meantime, here's a few reputation management tips you can garner to improve your own game.

In the Weeds - Learning From Tiger's Publicity Nightmare

Unless you've been living in a sandtrap, you've no doubt heard of Tiger Woods' recently publicity nightmare involving his alleged infidelity. While I am no golfer, (unless we're talking Putt Putt), I did see a marketing lesson among the headlines. Only time will tell if Tiger can regain his "golden boy" status - but in the meantime, here's a few reputation management tips you can garner to improve your own game:

Take responsibility right away. I really think that Tiger dropped the ball (I couldn't resist) by not coming clean right away. There were too many things about the much-publicized car crash that just didn't add up. Among them was my personal favorite - that Elin smashed in the back window of the vehicle in order to get Tiger out. Call me skeptical, but a much more likely scenario is that while she may have gotten him out of the car, Elin took a "slice" out of Tiger in the process... back window be damned.

Tiger has enjoyed years of fame, and millions of dollars from his talents. Sponsorships account for more than a small portion of his income each year - and those sponsors count on the celebrity cache of Tiger's brand to help sell their products. In addition, Tiger's style and personality have won many new fans for the game - including throngs of young fans who look up to him as a role model. True, he's only human; but for those whom society has placed on a pedestal - and are richly rewarded as a result - shouldn't they be held accountable for their actions, just as anyone else would?

Give sincere, heartfelt apologies. In this instance, you can't settle for par. Family should obviously come first. Then, reach out to your fan base, and extend them an apology for your behavior. Finally, look toward those sponsors whose brands may have suffered as a result of your actions. They may drop you, and that is certainly their prerogative. Be that as it may, they are no less deserving of an apology.

Rebuild your image. Just as a caddy would advise you on how best to make that perfect shot, you must surround yourself with people, products and services that can help restore your good name. Tiger must demonstrate that he is committed to his family, and intends to put an end to his philandering. The status of his marriage is still uncertain - however, he has children that will be directly impacted by his actions. Making his wife and children his first priority will earn him support among his fan base. They won't immediately forgive him, but they will be willing to do so in time.

Many celebrity athletes have been disgraced at one time or another, (names like Michael Vick, Pete Rose, and Tanya Harding come to mind), and while not all of them have recovered, some of them have. Michael Vick's highly publicized dog fighting ring sent shockwaves through the NFL, and incited both fans and non-fans alike. However, in a very controversial move, the NFL allowed Vick back in. He is currently the quarterback for the Philadelphia Eagles.

In golf, business and in life, the same rules apply. If you make a mistake, the best thing to do is get out in front of the situation and take responsibility. Apologize when you make a mistake, and make sure the apology is sincere. Finally, take steps to prevent any reoccurence of the mistake, and work to win back trust and support.

Hopefully Tiger will emerge from this situation a better man. In the end, strength of character will trump athletic ability.

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Article Tags: branding, publicity, rebuild your brand, reputation management



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