With the predictable result in Tabloids vs. Tiger finally forcing his hand, Tiger Woods has a unique and incredible opportunity from a PR perspective. (If we can, let’s move past the PR blunders and/or naive thinking that got Tiger into this mess in the first place. Also, until the game changes, it’s a moot point to argue and complain that the man is entitled to a private life. Let’s play in the realm of reality, shall we?)
Right now Tiger Woods has a unique opportunity to emerge from the ashes and make his personal brand, reputation and legacy even stronger than before. It would take incredible courage and a complete change of direction from what Woods has been comfortable doing in the past (i.e. keeping his private life as private as humanly possible), but I’d suggest that it’s not only the best PR play for Tiger moving ahead, but also the best play as human being with an amazing chance to bring healing, hope and help to others.
What if Tiger changed the name of his personal yacht from “Privacy” to “Authenticity?” What if he embraced his global platform and, moving forward, used it as a chance to model the kind of authenticity, transparency and honesty that resonates with every single human being on this planet?
What if Tiger led with weakness, admitted his failings (today’s statement was a start) and then used his platform moving forward to help do whatever he could to speak out against the very thing that ruined his parents’ marriage and (potentially) his own? What if Tiger got in touch with his personal stuff (i.e. the issues that led to the affairs), dealt with it in an open manner, and then used his powerful platform to speak to young men (especially athletes and entertainers) about the dangers of going down the road that ultimately tamed the untamable Tiger Woods?
What if Tiger partnered with an organization like All Pro Dads and dedicated himself to helping spread the messages aimed at creating and supporting good, honorable men who strive to be the husbands and fathers their children deserve?
What if Tiger did all this while still being Tiger Woods on the golf course, forcing us to watch every shot because of his breathtaking talents with a 9-iron and a good look at the pin?
Would this be an easy road? Of course not. Tiger would have to completely change his approach to life and his approach to the public spotlight. But what a message it would send to all of us to see a hero of ours struggling with his own mortality, his own failings, and ultimately (and hopefully) being able to overcome those shortcomings and help countless others in the process?
Imagine the forgiveness that would flow from us toward Tiger. Imagine the lives that could be impacted, the marriages saved, the children spared the pain young Tiger (and now his children) came to know because of what their fathers did?
Sure, it’s a big change, but these are the kinds of changes that can be made when your entire empire comes crashing down on top of your head.
The world is watching Tiger Woods – that much we already know. The question is, where does he go from here?
(photo credit: SearchEngineWatch)
2 responses so far ↓
The Shark // December 2, 2009 at 9:22 pm |
It all depends upon whether he really does feel any remorse over what he has done or whether he is really only mad about being caught. The number of women coming forward (three at last count, one denial and two who came forward on their own) seems like evidence that this is more than a one time slip (or a one woman slip). It seems to me that the key in PR is authenticity. This plan only works for Tiger if it who really is.
johnnemo // December 2, 2009 at 9:26 pm |
Good point, Shark. If he’s not really sorry, it’s a tough sell. I guess I’m just assuming/hoping he would be devastated by this.
And you are right – the key to great PR is definitely authenticity.