Regardless of what he is guilty or innocent of, Tiger Woods may very well be the only celebrity whose non-communications strategy will, in the end, prove successful.
Let me explain.
Scour the news about Tiger and second only to the TMZ and Us Magazine onslaught, is the popular consensus among those considering themselves PR or Communications experts, that Tiger is improperly “handling” the matter. Or, in the case of Dave Perkins, the blame rests with Tiger’s “handlers.”
Most of the so-called experts profess that Tiger’s defence should have been a more proactive, but especially more timely, offence.
If we were referring to just about anyone other than Tiger, I might have agreed with the arm-chair strategists. In Tiger’s case, and I admit I could still be proven wrong, I am in full agreement with Tiger’s handling of the matter including especially his latest website post.
I say this not as a fan of Tiger – although full disclosure I am – fuelled by my own love of the game, but as a research and communications strategist with 25 years experience.
Those who see fault in Tiger’s handling of the matter – some of the very people and sports-casters who follow him – should know better than most from observing Tiger play golf, that one of Tiger’s most effective tools is his patience. Granted, Tiger knows when to attack e.g., his famous 210 yard 6 iron out of the sand on the 18th hole of the 2000 Canadian Open at Glen Abbey. However I think most connoisseurs would agree Tiger’s ability to be patient by waiting for just the right moment, or to let others fumble, is his greatest asset.
Not everyone will agree the game of golf, including especially the mental side of the game, transcends into everyday life let alone the hiccups along the way. But then again not everyone is attached, understands, or has enough course experience, to appreciate the link.
Many argue that by making a very public appearance and account for recent events, Tiger would accelerate the “recovery” period. Others prescribe a full public MeaCulpa for both substantiated and unsubstantiated accusations. And still others blame Tiger and/or his handlers’ poor handing of the matter as reason or justification for the exercise in tabloid archeology. “Talk to us or we will go find our own version of events” is the implicit and explicit threat from the TMZ/Us of the world to which most celebrities eventually succumb. In this regard Tiger is treated no differently and if recent days are any indication, worse. Much worse.
Beyond Tiger’s latest post on his own website, you can be assured of at least one more certainty. You will never, ever, see Tiger do the hand-holding impression of Bill and Hilary on 60 Minutes or Barbara Walters. Bank on it.
In Tiger’s case and Tiger’s case only, I disagree that Tiger providing more answers will tame the beast or stop TMZ/Us from their current witch-hunt. On the contrary. TMZ and Us are, in my view, Howard Stern on steroids. It’s not about reporting a significant or important piece of news, or uncovering a particular truth or untruth. It’s all, and only, about character assassination. A successful kill involves “bringing down a notch” selected individuals who have, in some form or another, reached greatness.
Under these circumstances any additional crumb of information or explanation Tiger might publicly share about a private matter would not serve as closure but rather as a springboard and a catalyst for further and much deeper intrusion. Tiger knows this and so too his handlers. And while Tiger has the good sense to show an appropriate amount of modesty and contriteness, he also knows enough to appreciate that his situation is truly unique.
It’s not so much that Tiger is the only person who can outlast or will this saga to its natural conclusion, rather it’s Tiger’s own insights into the matter that in his particular case the path he has chosen is his only option.
That so called experts don’t see this is only a reflection of their own inability to see outside the cookie-cutter strategy with which they have advised every other celebrity.