Comments on: How Tiger Can Get Past the Crisis – Hint: Social Media Can Help

By: Dave

Dave — Thu, 24 Dec 2009 19:33:22 +0000

Good comments, John. Thanks for sharing!

By: John Soriano

John Soriano — Thu, 24 Dec 2009 18:48:00 +0000

As a PR student we have been taught about the effectiveness of social media. In Tiger Woods situation he should take full advantage of the crisis communication tools that are made available. Have you had a chance to look at his apology statement on his Web site? He addressed the situation admitting the mistake he made; however, his apology only informed the public. It would have been more affective if he took action and performed his apology. When I say â€œperformâ€ I mean reaching out to those affected by his actions. Social media can definitely be the place to reach out to his fans.

By: Tiger Woods vs. David Letterman

Tiger Woods vs. David Letterman — Fri, 11 Dec 2009 02:59:21 +0000

[...] Ever since the Tiger Woods story broke, we’ve been watching it from a communications perspective: How Tiger communicates, what he says when, and whether or not he’s handling this crisis right. We blogged about it last week (you can see that post here). [...]

By: SpaceyG

SpaceyG — Tue, 01 Dec 2009 23:00:36 +0000

Someone on my always colorful Facebook Wall responded to this post, which I’d posted there too, with this gem, “His wife’s communication tool was more effective.”

By: Dave

Dave — Tue, 01 Dec 2009 22:28:44 +0000

John – Absolutely great point on the charity golf tournament opportunity. If indeed this was a little fender-bender with nothing else to it, then we’d be able to see the family and gauge the authenticity of the message. If not, we’d see right through it…

Thanks for the comments!

By: John

John — Tue, 01 Dec 2009 22:18:09 +0000

Tiger can communicate any message he wants – in any manner – and the world will hear it.

This is a tactical conversation. Not sure what difference it would make if employed social media. Without the right content, it’s just another communications vehicle.

The bigger issue: Tiger doesn’t seem to have a message — or a strategy. Clearly he has received counsel for attorney’s who are more concerned with him triggering clauses in sponsorship clauses than in him effectively preserving his brand/reputation.

Until he realizes *everything* will come out eventually, he is going to fight a losing battle with the media. He’s already lost a golden opportunity with this charity tournament cancellation. Would have provided the perfect setting to set the record straight – with Elin by his side – both being there for the benefit of the kids they champion.

Oh, well. Hope he likes being on TMZ every day for 6 months…

By: Dave

Dave — Tue, 01 Dec 2009 21:12:29 +0000

Thanks, Gary.

You raise an interesting point: Ty Cobb would probably not have many friends on Facebook these days.

When this first broke, I made the comment that Tiger deserved to have some slack because of how he treats the press; he is seen as gracious and knows that he needs the media to help him foster his image.

By: Gary Unger

Gary Unger — Tue, 01 Dec 2009 21:07:12 +0000

Great post Dave. Complete with grammar, punctuation, et al. I’m gonna have to learn how to write some day.

Do you think every celebrity should socialize? Some celebrities are real jerks. Could being social hurt their fame??

By: Dave

Dave — Tue, 01 Dec 2009 20:27:41 +0000

Thanks, Carroll…

Note that I put Tiger in my personal “Top 3″ of golfers — with Lefty and Stewart Cink as the other two. Stewart has the Twitter thing down — maybe Tiger could ring him up?

By: Dave

Dave — Tue, 01 Dec 2009 20:26:26 +0000

Gini – What puzzles me about all this is that Tiger and/or his handlers have fashioned him as man of the people; a few well-placed Facebook messages or Tweets and he reinforces that image. “The brand is out of your hands” is one thing we often tell folks, and, in this case, it’s way out of his hands — but he could rein it back with a little authenticity.