Tiger Earl Woods 2Clearly, Tiger’s road to trespass forgiveness is made up of those who will, wont, cant, don’t care, and as we learned yesterday, those who are only too eager to exploit the opportunity for personal gain.

Surprisingly or perhaps unsurprisingly, the cast of characters seeking to exploit Tiger’s predicament is made up of people from both off and – this is the surprising part – on the golf course.

Even for the mighty Tiger, whose father trained him to ignore distraction by practice heckling him in his backswing, yesterday’s pointy-edge shot by Jesper Parnevik may expose an unanticipated vulnerability in Tiger’s armour. The character snickers, jeers, and steers will be new to Tiger.

Yet to be determined is how Tiger will be affected by fellow competitors who, with some sense of intent and purpose, will strive to ensure that Tiger is made to feel he is no longer “the man to beat,” but rather “a beaten man.” For those with no, or who never had, game to compete, the tactic may be their only hope.

The difference between being truly apologetic versus only sorry you got caught is often a matter of which sentiment you feel first. Those who deny feeling initially sorry [for themselves] they got caught will have a hard time graduating to true feelings of remorse. The cynics and the man-haters will believe what they want to believe and the Media will spin-it however they wish. This much we have already witnessed and not usually to the victims’ benefit.

For many it, unfortunately, takes “getting caught” and the associated all-fours-on-the-floor and gut-wrenching realization of the destruction one has caused to get beyond feeling only sorry for yourself or for getting caught. This much is in Tiger’s hands. How others, including especially his wife Elin, respond both in the short and in the long term is less so in Tiger’s control.

Of all the opinions out there, required reading should be Margaret Wente, who I don’t always find myself in agreement with, which yesterday’s piece was “In a case of lust over brains, a mighty Tiger becomes mortal.” To Margaret’s masterpiece I will take the liberty of adding the following bold, if not overly presumptuous final two thoughts.

First, perhaps more than any other celebrity infidelity, I suspect Tiger’s will have a more profound effect, both good and bad, on men in general than any other in modern history.

Second, the sad reality is a lot of men who themselves aren’t perfect, have tried to live a more perfect life vicariously through Tiger’s apparent perfection. For a lot of men their ultimate disappointment wont be with Tiger, but rather with themselves who, without a role model to excuse their own sins must now choose how to face their own daemons. This would be the best case scenario. The worst case scenario would result if most come to the conclusion “well, if he can do it…”.

In the meantime Kudos to Accenture who, in their latest advertisement below, apparently have no creative difficulty whatsoever demonstrating how very clearly they get it and, reading between the lines, their expectation that Tiger gets it too.Tiger next move

tigerwoods1Regardless 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.

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