Tiger Woods is freaking out.
Like Icarus, the Greek mythological character who although warned, flew too close to the sun and fell to his death, Tiger Woods's reputation, and everything he worked for, including his family, is precariously close to collapse.
Although I don't represent Tiger Woods, based on my 20+ years as a crisis and reputation advisor to the rich and famous, the frantic situation behind the scenes is probably pretty typical of a high-profile catastrophe, with a lot of money and reputations at stake.
Like a big chess game, Tiger's advisors are desperately trying to figure out their next several moves, and now with rumors of Tiger's wife, Elin Nordegren, moving out, reports that Elin's mother, Barbro Holmberg, was taken the hospital after a 911 call, and up to seven women coming forward, claiming affairs with Tiger Woods, this is no longer a PR mess, it's a grim train wreck of epic proportions.
What's happening behind the scenes?
Mayhem. The Woods family, friends and every person even remotely involved with Tiger Woods are operating on no sleep, confusion, and desperately trying to gain some form of solid footing. This side of the story is female-driven, with friends, family, assistants, teachers, and neighbors working to shelter Elin and the children from the media and curious.
Despite the business implications of this travesty, like a tornado hitting without warning, every aspect of Tiger Woods' family is in shambles. And making matters even more difficult, media hordes from all over the world have been given explicit instructions by their editors and producers: "Don't come back until you have the entire Tiger Woods' story from every angle!"
There are some people who will benefit from this crisis. I once heard an attorney tell my client, "Your crisis is my profit!"
While Tiger Woods may personally be trying to balance his family's emergency, his business advisors are trying to salvage his reputation and future earnings.
Until all the facts are clear, and every shoe falls, this is now an attorney-driven event.
Somewhere, probably in Florida at a nearby hotel, Tiger Woods' team has more than likely set up what's commonly called in our business as, The War Room. By now fully staffed with attorneys, communications professionals, trusted aids and friends, along with representatives from various business interests, assistants, and enough security to protect a foreign leader. The Tiger Woods' War Room is abundantly stocked with supplies including, food and drink, wide-screen TVs, and a cadre of Blackberry-toting, official looking people, all operating under one unspoken mantra: Save Tiger Woods.
Right now myriad attorneys for Tiger Woods are racking up huge billable hours to assess and protect their client's assets and reputation. Some attorneys are working directly for Tiger Woods's ETW (Eldrick Tiger Woods) Corp, while Tiger Wood's primary attorney, Orlando defense attorney, Mark NeJame, leads another group. IMG, Woods' international sports marketing company is also at work, along with another group of attorneys representing the many different companies that currently sponsor Tiger Woods. And on the domestic side, working on Elin's behalf, another set of attorneys are probably making sure she is legally protected from further fallout, too.
On the PR front, you won't hear a word from Tiger Woods for quite a while. The casualties continue piling up, the reputational risk assessment isn't complete, and there are still too many loose ends.
Up until now, Tiger Woods kept his everyday spokesperson, Glenn Greenspan, the head of communications at the Augusta National Golf Club, home to the Masters Tournament, to speak on his behalf. Without question, due to pressure from Tiger Wood's leadership team, management at IMG, all the attorneys, and probably the overwhelmed Mr. Greenspan himself, the Tiger Woods team is now in warrior mode, and need a bigger gun than Mr. Greenspan.
Every PR and crisis professional on the planet is trying to figure out how they can get their foot in the door, sending emails, faxes, text messages and Twitters to anyone connected to Tiger Woods. But it won't work.
Behind the scenes, there is more than likely a scramble to engage a large and well-resourced PR and crisis management firm, and every suggested firm is a referral from someone close and important to Tiger Woods. The PR firm winning this piece of business is already in the major leagues, will earn hundreds of thousands of dollars in fees, and will use this Tiger Woods engagement as their crown jewel for winning other business for years to come. As a betting man, and with no prior information or vested interest, the Tiger Woods team will probably choose either Hill & Knowlton, Burson Marsteller, or Washington-based Levick Communications.
What happens now?
Nothing publically, short of what people outside of Tiger Woods' camp reveal.
Internally, within Tiger Woods' family, Elin, along with a small entourage, and without a publicist or spokesperson, will more than likely travel with her children to a private spot, create the semblance of a normal life until the storm quiets down, and then may or may not choose to salvage her marriage.
For Tiger Woods, his chess game is in check. Whether he's in checkmate is too soon to tell.
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In short how about some truth telling, some straight talk, some honesty. some humility and then he should start the hard work of repairing all the damage he has left in his pursuit of... Until he does this he can not start on the road to repair and recovery of his marriage or his life.
He is an exceptional golfer but not much of a father and husband. Maybe some people think making a huge amount of money and playing superb golf allows you to do what you want. We put people who steal in jail as well as people who cheat. In this case Tiger's wife will be the judge and jury now. Me I will always look at him as a flawed person who I would not trust.
Instead of paying a horde of lawyers, pr people and others, why doesn't Tiger Woods just work things out with his wife for better or worse, and tell everyone else to go away.
For all of you reading this, I'd suggest reading a great book called As the Romans Do. In it, the author talks about moving to Rome and how differently people there view religion and infidedilty. Briefly: on religion, no one under 65 goes to church or could care about it (religion is for old aunties). On marriage: all the men fool around behind the wife's back, just so they come home for dinner on time then all is cool.
I agree that he needs to take control WHEN he can honestly say he knows that all the chips have fallen. May be should become a tri-athlete vs. a golfer. All the best, and thanks for your comment. Your fan, rv
So what would happen if Tiger Woods simply closed down shop. Got off the tour, closed down ETW. Paid everyone off and said shut your war rooms and go home. If he simply went into retirement. The vulchers would go away.
Meanwhile Tiger could figure out what it is he needs to do to live the life he wants before the lawyers, PR industry, etc., feeds more off of him. He has enough already.
he and Elin can figure out their future on their terms for their children. Stability emerges based on the needs of a family and not the promotion of a gold industry and all the stuff around it.
And then after a while, if he wants he can restart on his terms. Play the tour again. Emerge from the ashes as a new man.
That may be how ETW industries and the man behind it all can survive.
I refuse to watch him...but it's because I hate golf, not because he's a serial philanderer.
You're spot on. The old PR model was to paint the rosy picture of the perfect person, which created the word i use -- Anticapointment - which mean everyone is anticipating something great, which eventually leads to disappointment. You've got a great future in PR, and please keep in touch. rv
I'm always amazed how just one little thread can unravel an entire blanket. There's a lot to figure out, and I can tell you it's a train wreck. Thanks for your comment and keep in touch.
misfortunes.
(I was being ironic; how I wish this were true).
Doctors and nurses help sick people and get paid for it. Cops protect us and get paid for it. We pay our soldiers to fight our wars, and we pay plumbers when the pipes burst. I get paid helping people build their reputation, other times i get paid helping protect their reputation, and other times i get paid helping people salvage their reputation. We all get paid (hopefully) for providing some product, service, insight or leadership, and in my belief system, i think that's a good thing. Let me know if you don't agree, as I'm grateful for your point of view. All the best, rv.