Tiger Woods, Apology, and Work


I just heard a PR expert say that Tiger Woods is in a world of hurt.

According to the expert, Woods needs to employ the three As of damage control.

  • Admit
  • Apologize
  • Advance (the story)

Unfortunately, this hackneyed advice keeps the really bad PR people employed.

Tiger Woods is a golfer. That’s his job. We don’t know anything about Tiger’s real life outside of work — except for the fact that he has a wife, a couple of kids, and he hit a tree and went to the hospital.

Regardless of what happened, Tiger doesn’t need to admit to anything, apologize to anyone, or advance the story.

I can’t tell you how many times I’ve heard, “This story isn’t going away.”

Yes it is. It goes away when we want it to go away, when we ignore it, or when something else happens. We have a choice, people.

No drama, no story, no PR jobs.

It’s that simple. Really.

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