The Long Term Effects

Posted by admin | Uncategorized | Monday 22 February 2010 10:14 pm

By now the entire world has heard, and re-heard, the story of Tiger Woods’ fall from grace. However, the much less discussed story is how the events have effected his reputation. There is no question that his reputation, and his corresponding online reputation, has suffered–but the question is, “how much?”.

Tiger Woods started down the long path toward attempting to resurrect his once-stellar reputation on Friday, a task crisis-management experts say will be years in the making.

Mr. Woods chose the clubhouse at the TPC Sawgrass golf course in Ponte Vedra Beach, Fla., where the PGA is headquartered, to deliver a tightly scripted and solemn apology about his extramarital affairs.

“It was a good but tiny baby step toward an image rehabilitation job,” says Howard Rubenstein, chairman of Rubenstein Communications Inc., whose clients have included Yankees’ owner George Steinbrenner.

Robbie Vorhaus, a crisis reputation adviser in New York, said it was important that Mr. Woods took full responsibility for and admitted to the affairs. “He said everything someone in a public position who has fallen should say,” he said.

The whole episode has been an excellent lesson in international reputation management.

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