Posted By Aaron - May 2nd, 2010

Just after Thanksgiving last year, the world became experts on Tiger Woods.

You know the story: a strange incident late one night in front of Tiger’s Orlando area digs, which eventually led to the very public realization that he had more women on the side than months on the calendar.

And suddenly, the story could not be escaped. Every PR pundit, broadcaster, and horse shoe fitter wanted to express their inordinate wisdom on Tiger’s tale and yell at a very high octave how the world’s richest athlete was handling his crisis poorly –myself included, kind of.

On December 1, in this blog post, I wrote, “I’m inclined to believe that, in spite of not taking the traditional route that most public relations practitioners would prescribe, he will be just fine, his endorsers will remain, and the public will forget rather quickly …. In a few weeks — maybe a month — he’ll play a tournament and people will talk about it a lot. Then he’ll play another tourney and it won’t be discussed at all.”

I even told Stuart Elliot of the New York Times for a story he wrote on the marketing implications of Tiger’s downfall that, “In his own way, Tiger is essentially saying: ‘I did something wrong and I’m sorry. I’ll fix it …. This is textbook in P.R. circles in terms of addressing an issue and bridging to a vision of moving forward …. And that should suffice in terms of helping him manage his personal brand, which is worth more than $100 million annually.”

All of this, of course, was very early on. It was before we knew he had been laying on more strange mattresses than a Serta quality inspector, which clearly took the game to a different level.

Regardless, it is interesting to see how this is all playing out now.

Tiger came back for The Masters and there was much discussion about this life challenges and “remarkable” (most overused word in sports reporting) comeback in the face of great odds. Then he and Nike released that horrifically tasteless — and not very interesting — ad using his late father’s voice, that received its fair share of criticism and spoofs (this one is my favorite).

I was more than interested, however, to see what would happen this week, with Tiger playing at the PGA Tour’s Quail Hollow Championships.

I paid relatively close attention to the coverage of Tiger’s failed efforts to make the cut at Quail Hollow this week, and an interesting thing happened: There was not one mention of his personal plunge into Eliot Spitzer-like depths. Not once did ESPN utter a word about his personal problems. It was back to normal, focusing on golf and his dreadfully boring public persona.

So was I right or wrong? Well, to quote a line used by Gary Vaynerchuk at South By Southwest — I was kind of “half pregnant.”

On one hand, the pubic is pretty much ready to move on and simply get back to paying attention to Tiger Woods for his nearly unmatchable golf prowess. I had said his sponsors would stick, and some have while others have not, but that was before the revelation of the depth of his infidelity. So I probably spoke too soon, as most pundits did. I do think the ones he lost will either come back or eventually be replaced by equally lucrative ones (AT&T, watch out for either Verizon or the United Karate Kid Haircut Association snatching him up). And if and when Tiger’s wife ditches him we could have another wave of life stories as well.

More importantly, since I’ve had the lectern way too long on this story — and this needs to be my final chapter — what do you think? Has the public indeed moved on? Is there a thirst for more dirt on Tiger? And is there anything else he needs to do in managing these issues moving forward based on what we know today?

Carry on.

  • http://www.philmickelson.com P. Mickelson

    Does anyone remember who won the 2010 Masters?

  • Christine Ryder

    While I agree with your point that the story is a flash in the pan and Tiger’s prowess on the course is the only one that endorsers will ultimately care about, I don’t ever, ever want to hear about celebrity infidelities, failures, drug addictions, sex addictions, rehabs, bankruptcies, car accidents or divorces. Sadly, we live in a sexually-repressed tank-o-lobsters where real news doesn’t matter and there is nothing common about sense. The deluge of celebrity idiocy coverage is basic shadenfreude. The masses are asses.

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