By Dick Shaner, Senior Vice President
I am not a big Tiger Woods fan and I continue to hold out fading hope that he won’t one day surpass Jack Nicklaus’s record of 18 major golf titles. That said; I am in awe of Tiger’s ability to pull off an unbelievable shot or sink a pressure-packed putt seemingly whenever he sets his mind to it. At times, I have gone so far as to suggest he has attained a psychokinetic or telekinetic power that cannot be easily explained or understood.
While Tiger’s performance on the golf course has often achieved an almost supernatural level, his escapades off the course in recent days (in particular his driving skills, or lack there of) serve as a reminder that he is indeed flesh-and-blood after all.
Much of the ongoing controversy now centers on Tiger’s right to privacy. A noted sociologist quoted in Time Magazine today claims that Woods is being subjected to a public double standard because we expect him to tell us and police more about his private life than he should have to, “certainly more than Joe Schmo would probably have to offer under similar circumstances.”
I am completely willing to give him the benefit of the doubt as it relates to a purported tryst with a spotlight-seeking former nightclub VIP hostess. I absolutely believe that is a matter between Tiger and his wife.
But I believe his right to privacy ends there. The Time story makes the point that when you live inside a “cocoon of wealth and exclusivity, it’s easy to believe that your privacy trumps everyone else’s. And whether he means it or not, Woods is projecting that decidedly exclusive mind-set as he insists on stonewalling…”
Tiger is no Joe Schmo. He is bigger than life, a public figure who recently became the first athlete to earn $1 billion in a career. He has millions of adoring fans worldwide.
I don’t think people should expect every sordid detail of what took place in the early morning hours of November 27, but they deserve more than they’ve gotten from Woods so far.
His inability to offer any logical explanation for his mysterious car crash, his continued lack of cooperation with local authorities investigating the accident, and his apparent willingness to surrender control of the story to the media and celebrity gossip websites such as TMZ is perplexing to say the least. His actions certainly fly in the face of text book strategic crisis management; namely to respond quickly, honestly and consistently. They are also fanning the rumor flames as to what really happened and only prolonging the story.
What impact this bizarre event will have on his carefully managed image and up-until now rather impeccable character, the “TW” brand, and his ability to earn millions of dollars in appearance fees and celebrity endorsements will be interesting to observe. Nike, Gatorade, and Gillette, three corporate sponsors who have helped make Tiger the richest athlete in the world have already come forward to voice their support. My guess is the negative impact for Tiger, even if the most scandalous of the rumors are true, will be minimal and short term.
In the end, I suspect the truth will come out. It typically does. Meantime, this story will continue to take on a life of its own.
