The recent Tiger Woods infidelity controversy and its gradual play-out is an interesting case study. While it’s easy for us to judge and form opinions as spectators, it’s a completely different ballgame when you’re calling the shots and making decisions that could cost a man his career, his family and his reputation.
Tiger’s strategy was and remains to keep quiet, but is it the right strategy – or was his reaction a double bogey? He stonewalled at first, refusing to disclose the truth. Then, once the full extent of his infidelities came to light, he went into hiding with the hope that the controversy would disappear. Instead, his going underground allowed the media to build momentum against him – momentum that, to this day, has not been overcome.
Only time will tell if Tiger’s strategy was the right one, but one thing is certain –
how you respond to crisis has a significant impact on your reputation.
Every crisis is unique, and successfully navigating a complex situation depends on many factors. In the case of Tiger Woods, many relationships were at stake. Fans’ and sponsors’ opinions (and dollars) were closely tied to his “good guy” image. When this image collapsed, Tiger faced not only a personal crisis at home, but a very public one in the eye of the world.
While there is no “magic bullet” in crisis management, there are some universal truths that apply to crisis response. Should you find yourself in a sticky situation, remember the following tips to preserve as much brand equity as possible…
Terry’s tips will be shared in our upcoming newsletter, which will be delivered to inboxes the week of February 8. Don’t miss out! Click here to sign up for our newsletter