Tiger Woods and PR Don’t Mix

The latest chapter confirms it: Tiger Woods and media relations simply don’t mix.

We and countless others have been chronicling for months how Tiger Woods’ handling of his PR crisis has been a case study in how NOT to handle horrible publicity. From his avoidance, to his non-statements, to his detached approach to message dissemination…nothing has gone well for him.

And now this:

The public reaction, at least based on unscientific Twitter results, has been predictably horrible:

I can only agree. Public apologies need to be dripping with sincerity, contrition and authenticity. This presser had none of that. I think Tiger only did himself additional damage with this staged event, when he was likely looking to put this matter behind him before The Masters in April.

Maybe all of those years avoiding the press did not serve him well, and he’s simply not prepared for this. It’s difficult to watch, frankly…and he, of all people, should have been able to muster more substance and style than this.