By now you have probably seen Tiger’s February 19, 2010 prepared address. What were your overall impressions and what public relations lessons can be learned?
From a business standpoint, Tiger Wood’s public address gets a “C-” in my book.
Here is what Tiger needed to do to get an “A”:
1. Get ahead of a disaster – Tiger waited too long to address the public
2. Be sincere – he read almost all of his long-winded statement, clearly drafted by a PR agency
3. Show emotion – he seemed like a politician giving an address rather than an apologetic sports figure (and husband)
The 70% Tiger did right:
1. Apologize for mistakes – Tiger did publicly say he was sorry and asked for forgiveness
2. Be honest – he seemed to be telling the truth
3. Deflect attention – he turned some of the attention on how his family is being treated by the paparazzi (although a bit too much)
4. Reiterate the good – he noted his charity work will continue
5. State a correction plan – he mentioned he is working to amend his mistakes
6. Control the message – he didn’t allow questions or interruptions
7. Communicate to all those impacted – Tiger got amazing media coverage
Does your business need consulting assistance to proactively prepare for an unexpected disaster? If so, contact Byrnes Consulting… that way if the time comes when you need to make a statement to the media and your fans (i.e. clients), you will get better than a “C-”.