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Tiger better get roaring
November 30, 2009 | 
Author Celebrities are always one faux pas away from disaster (and loss of those lucrative commercial endorsements). Tiger Woods is compounding his problems by saying nothing about the crash outside his house and the suggestion that the family is stonewalling the police puts a different slant on the incident.
As the most valuable sportsman in the world, Tiger has a lot to lose and it is apparent that his public relations team has no proper crisis management plan in place. The news and leaks from briefings from the police are driving the story agenda and what seemed like a sad domestic incident is becoming a story with real legs.
Silence equates to something to hide in this case and Tiger’s normal reticence won’t wash in this context. His team need to get him in front of the police with a statement (how long does he need to rest for?) and they need to grab a hold of the story as soon as possible and put some positive news out. They certainly need to get the story straight and ensure that Tiger’s wife moves out from the centre of the story to periphery. What started a minor car accident is beginning to look like something much, much worse.
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