What should Tiger do? Say something! (but hide the clubs)

By now, most of the world has heard about Tiger Woods’ alleged marital transgressions and the accompanying motor vehicle accident at 2:30 a.m. last Thursday that may or may not have included a golf club attack.

Simon Houpt of the Globe and Mail wrote very clearly about the incidents’ facts and its affect on Woods’ sponsors. So far Nike, Gillette, and Accenture, Woods’ biggest sponsors, have all stood by their guy as would be expected.

What’s noteworthy about this story is the continued onslaught of media attention that is causing damage to Woods’ otherwise squeaky clean reputation and brand.

From a reputation management perspective, the only thing worse than the event that started this story is a cover up, or even the appearance of a cover up.

In the absence of fact, rumour becomes truth. The public wants something to hold on to, the nightly news needs something to talk about, give the world and the fans a plausible explanation of the events leading up to the infamous sand wedge swinging, not some contrite statement about how it’s a private matter.

When notable brands pay over $100-million a year to be associated with your image, you’re public life cannot be hidden in private.

Even the classic square-suited media machine that is the CBS Nightly News opened with the story earlier this week. Or as Bill Maher suggests it be called, the “Hey guys, guess what?!” evening discourse.

Today’s media landscape favours populist appeal and speed of reporting over thorough news value and solid fact checking. While not up for debate, this change in media culture means that a subject in Woods’ crisis situation needs to quickly manage the message to quell speculation and rumour; the fire and oxygen of any captivating gossip story.

Mess up, fess up, make up.

If Woods had followed these two simple actions after the first he could have avoided most of the public fascination that continues to follow what isn’t a new event. Whoa! A celebrity / athlete cheating on their spouses, someone call NASA.

Instead, he chose to ignore his assumed high-priced PR team and hid behind higher priced lawyer speak. Give the public a reasonable explanation for whatever happened and they’ll go back to their everyday lives. Try and hide, and the public will unleash its fangs for every detail. Note: See also Ottawa’s incredible curiosity into the origination of Stephen Harper’s blue sweater phenomenon.

Woods can easily take control of this runaway train by giving one clear, genuine, and somewhat honest interview to a mainstream media outlet. While not eliminating public interest at this point, an interview shows a sense of calm and accountability that will permeate the media and satisfy the fans.

All we know for sure is that any cocktail waitress / stripper looking for a reality show and a cheque is now going to claim to have text messages and voicemails from Tiger. Way to go society.