One of my first research proposals that I did was to look at the characteristics that are associated with sport celebrity endorsers, and whether or not public relations professionals can predict which sport celebrity endorser will be good for them to represent them to their stakeholders and to manage their reputation. One of my examples of a good sports celebrity endorser was Tiger Woods. Well, looks like I am going to have to change my proposal based on the events involving the iconic golf player over the past couple of days. Tiger Woods has been in the center of a media frenzy both online and in traditional media after reports of affairs and other misdeeds following his car accident. Some professionals in public relations are labeling this case study as being a classic example of what not to do in crisis communications. However, Woods finally came out to offer a statement to the media after dodging law enforcement officials and journalists who wanted to talk to the golfer. Woods was quoted as saying, “”I have not been true to my values and the behavior my family deserves.”
Yes, Tiger – I think that everyone got the memo, tweet, and Facebook status update on that point. What is amazing to me is to see these celebrity endorsers or public figures feel like they can do whatever they want because of their presence among their fans, sponsors, and their sport. However, like what reputation management and public relations professionals say all the time – it only takes one incident to damage a reputation, but years to rebuild it, if ever. Woods has a huge challenge ahead of him in so many ways with this crisis. First, the timing of his statements is being noticed – he should have come out directly and immediately after the situation. Waiting a few days and not being approachable is not the way to go – especially in a crisis situation where people are actively searching for answers, and are not happy when they are not given. What Woods should have done is own up to his responsibilities – and to be transparent and acknowledge his misdoings. Second – this is a huge blow to his reputation not only as an athlete – but a person. This situation is not only impacting himself, but his wife and two children. This information is going to be online and available to everyone and what is going to happen when his children grow up and they see this? Not only is his family life impacted – but what will happen to his endorsements? I am sure that his sponsors are not pleased with these latest developments.
Another party that will be impacted with be the sport of golf. They have reaped the benefits of having Woods as being their iconic sports figure – and what are they going to do with this situation? If they want to look at a similar situation, they should look at what happened with Marion Jones and Track. When Jones confessed finally for using performance enhancing drugs, track and field organizations quickly moved towards having their own statements regarding the situation and basically tried to separate themselves from their poster child. So far, they have yet in my opinion have recovered from the incident – and time will tell if they will ever.
So, what are the walking away points from this latest social media and PR crisis case study? First, when you get to be a public figure – be aware that you are under a microscope and that everyone will know what you do and say always – and with the power of social media – they have the opportunity to share it with the world. Second – be transparent and true to your family, fans, and other key publics. The problem with Tiger Woods is that he had this image of being a great, positive role model for people, but in the end – it was all an illusion – and what is true about illusions is that it is a false perception of what something is, and that is what we are seeing with this case with Tiger Woods.
Hope you all are having a great day.
Best Wishes,
Karen
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