Well, you can't really 'fix' the PR nightmare that has become Tiger Woods life, but if I were trying to mitigate the damage and get him back on track, these would be my simple suggestions:
1. As we say in the South - 'Fess up'. Tiger has yet to really acknowledge and apologize for his atrocious behavior. I know there was that vague, hokey statement about 'trangressions', but PLEASE! Apparently he's had sexual relationships with every woman in his path who is not legally a relative, so he seriously needs to come out with a heart-felt apology that addresses the depth of this breach of trust. Hiding might seem safe, but right now he needs to look his fans in the eye and talk straight.
(For those of you who are sitting there thinking that Tiger should have privacy and shouldn't have to answer to the adoring public who has financed his billion dollar lifestyle, I say that celebrities choose their career and happily earn their cash off of public adoration. Granted adoration by millions is fun, and this situation is anything but; however, you can't just turn it all off when something bad happens. If you don't like the public watching your every move go be a fireman or accountant!)
2. Align the public persona with the real Tiger. These issues only arise when the public is led to believe one thing about a celebrity and then sees behavior that conflicts with that carefully crafted image. Tiger has been spouting for years about 'family' and 'loyalty' and a 'quiet, normal life'. Public anger is not about affairs with multiple women (most celeb males have those!). The anger is about hypocrisy. I respect George Clooney. He doesn't want to have a wife and children and he's been very candid about enjoying the company of beautiful ladies, so he simply has not gotten married. What a novel thought? His image is aligned with his true identity and the public adores him because of it. As an added bonus, he doesn't have to skulk around and pay people off and hide his girlfriends.
As Mike Taibbi with NBC put it, "Whatever faith I had in Tiger Woods is gone. Not because he betrayed his wife: because he betrayed me. I bought his brand. By being one of millions of dedicated fans, in a way, I helped him earn those billion dollars. And I got conned. Turns out he’s just a great golfer but a jerk like so many other men can be. Jeez!"
3. No encores. Going forward, Tiger needs to make sure that this ugly episode does not repeat itself. The public will forgive almost anything, but you can't push the envelope and become a repeat offender - there are limits. Tiger needs to get his game back on the course and get his family life in order. And don't get me wrong, by getting his family life in shape I don't mean saving a fake marriage at all costs by bribing his wife or trying to maintain a stronger facade. I mean taking stock of his life and setting a new course that accurately reflects the man he is. Being fair to Elin, taking care of his children (whether they are in his home or not) and bagging some tournaments.
So there you have it... my 3 steps to revitalize Tiger Wood's brand.
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