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Posts Tagged ‘Golf’
Tiger Woods Press conference & apology – Brand Tiger still deeply wounded!
February 20, 2010 | 
Author Tiger Woods apology and press conference yesterday went off without a glitch except for a couple of nervous stops in the beginning. He tried to talk about everything a reporter would have wanted to question him. His mom was present and his wife’s family, he even thanked Accenture, and the golfing community for understanding the timing of his apology.
The read out speech asking for atonement, telling the Paparazzi to stay away from his family and saying he was sorry thrice was all very well.
In celebrity reputation management terms, Tiger did all that he needed to do, touching upon spirituality and Buddhism and his therapy and the millions of kids who idolized him – he said it all!
But I wasn’t moved, there were tears and he touched on all aspects, yet watching it one was left with questions of how it seemed only rehearsed.
- This is a man who was an expert in leading a double life and perpetuating a holier-than-thou persona off the golf course.
- The Tiger brand thrived on his presumed golden image – the star with no faults – a star like no other.
The extent of the damage on the Tiger Woods brand to me seemed more evident yesterday in the public apology. Again we are not talking about the golfer Tiger Woods but the brand which projected him as the ideal on and off the field.
Tiger is definitely not out of the woods yet, with his problems or image, the public still feel cheated and only time and a phenomenal comeback in the game can really solve this.
Conclusion: For now this ‘mea culpa’ can be only termed as the tiniest step in rebuilding his brand. The golfing circuits need the Tiger brand back and up; after all he is the one who brings in the crowds!
Posted in Celebrity Reputation, Journalists and Reporters, Reputation Management, Reputation News | 
Tags: Apology, Brand, Golf, Press conference, Tiger Woods | 
4 Comments »
Tiger Woods Reputation- an accident!
When searching for ‘Tiger Woods’ on Google it didn’t bring up his official website, but something rather spicy to be precise.
Woods reputation has taken a beating no doubt, and now his announcement about indefinite leave from golf will further make matter worse. Companies and products that Woods endorse are caught sitting ducks. A rough estimates shows an already loss to incur is around $12 billion.
The positive reputation he has worked years to attain now shows above his official website. Being a celebrity your reputation is always at the crossroads and anything can hit you. Strangely in Mr. Woods’s case it was a (mysterious) accident.
It may be noted that before the accident Tiger Woods enjoyed 85% positive sentiments on social media. Interestingly a week post-accident it did not plunged to a very low either as a sudden impact. This was the ideal time to capitalize and minimize the damage, if only Mr. Woods had believed in Reputation Management.
With no proper damage control plan in place it was all expected. Surprisingly the reaction from the Woods clubhouse has been too slow and hazy. Tiger should realize that ‘No press is tantamount to Bad press‘ and he took his own time to clear the air. Meanwhile internet and the social media websites were flooded with more negative comments thus creating its own crisis. Negative comments later jumped to 40% from 15%, while the positive sentiment was at an all time low of 14%.
This whole affair will cost the golfer $100 million a year in endorsement income. Too late for the Tiger to be out of the woods if only he knew- “It takes hundreds of good golf shots to gain confidence, but only one bad one to lose it” - Jack Nicklaus .
Posted in Bad Press, Celebrity Reputation, Company Reputation, Negative Forums, Online PR, Reputation Management, Reputation News, Reputation Online, SEO, Social Network Sites | Tags: Bad Press, Golf, Tiger online reputation, Tiger wood accident, Tiger Woods, Tiger woods reputation, Tiger woods story | 6 Comments »