Is the media hurting Tiger? Is a ten pound robin fat? Although the tone is joking, the question (at least the first one) is not. Complaints have made their way to newsrooms across the country about the media coverage of the Tiger Woods scandal. "Too much coverage" the readers say. "Leave the poor guy alone" viewers implore. "He and his wife deserve some privacy." The complaints beg the question about the quantity of coverage devoted to Mr. Woods. But the more important question is: Could this have been avoided? How can negative media exposure be kept to a minimum?
Obviously Tiger's reported unseemly behavior is the kind of story that media types salivate over. And the shenanigans of El Tigre have even propelled the celebrity news reporting at TMZ into the national spotlight. As the tales of his trysts seemed to grow exponentially, the media has had more fodder for every new news cycle and deadline. But is the story mostly media hype? Is it possible for anyone to be treated with respect and cautious reporting instead of with public skewering?
The original incident, the relatively minor Tiger Woods car crash played much higher than it would for most "regular" people. But little was known about the condition of sports most revered, respected, talented athlete and so heavy coverage was journalistically indicated. The tweets, news cut-ins and type scrolling across the TV were all scaled back when Tiger was released from the hospital same day. Again, no harm no foul on the part of the media.
But the story wouldn't die, and the media didn't fuel that fire. Tiger Woods fueled the fire. There is a Yiddish proverb that is apt here: "A half truth is a whole lie." When a story doesn't make any sense the media will continue to ask questions in order to clarify. This is a basic tenant of journalism. And when more details emerge slowly but regularly, the negative story is like a pendulum with nowhere to go but back and forth.
The official Tiger story was nearly nonsensical from the very beginning. The pretty petite blond wife wielding a golf club to rescue her semi-conscious husband from the bowels of his Escalade and conflicting reports from law enforcement, neighbors and hospital personnel just didn't add up. So:
Tip 1: Tell the truth
Do NOT lie. Do not misrepresent what happened, no matter how foolish you may feel or even if you believe you can get away with it. Do not lie. It will not work. The media is nothing if not tenacious. You will be caught in the lie eventually and the situation will then be even worse. Honesty in this situation also means: no half truths, no fact fudging, no attempt to misrepresent what has happened. Tell the truth and tell it quickly. If there is a possibility of laws broken consult legal counsel.
Tiger Woods did not respond appropriately. The statement about wife Elin's courage in rescuing him was disingenuous. The statement was not credible because it was completely illogical. The opportunity to correct the negative publicity and to reduce the barrage of questions could have been successful with honest revelations early on. Thomas Jefferson said it best: honesty is the first chapter of the book of wisdom. True then, true now, very true in mitigating negative press.
Tip 2: Make a Comment
Do NOT refuse to comment and do not ignore the publicity and the media. In our multimedia, multiplatform world the negative publicity will not just go away. Questions will continue and will linger in the minds of the public. Avoidance is a flawed strategy. Additionally a comment offered long-after-the-fact is not going to be helpful in offsetting negative perception. Commenting also means "speaking" as opposed to posting a comment online or issuing a statement through a spokesperson. The failure to comment personally can be perceived as either cowardly or as a smokescreen - which will compound the negativity you are trying to offset.
When Tiger failed to respond to growing speculation, tabloid or otherwise the story practically fed on itself. Press coverage abhors an info vacuum and the media will actually interview each other if they aren't getting good info from the source.
Tip 3: Take your lumps
Own up to your piece of the problem including that of your company or your family or your own behavior. An explanation is acceptable and desirable but reacting defensively is not acceptable. You should not take the blame for things that were genuinely caused elsewhere BUT your failure to see something as a problem does not excuse you from responsibility.
In light of Tiger's eleven reported adulterous sexual encounters it was ludicrous to say, "I am not without faults." These were very serious mistakes in judgment that were unfair to many people. Egregious behavior must be acknowledged if negative press is to be reduced.
Tip 4: Apologize Sincerely
Assuming that you are actually sorry for the mistake, you should offer the same heartfelt apology that you would offer a good friend. Phony or non-apology apologies will not cut it when trying to avoid negative publicity. A non-apology apology is "if you were offended by my actions then I'm sorry that you felt that way." A sincere apology is, "I know that my actions were offensive and I'm very sorry I behaved that way."
You are not the victim here, and no one will feel any sympathy for you regardless of the media scrutiny. Don't even attempt to play the victim card, regardless of how much you feel like one.
The following statement demonstrated a certain naivete about the current insatiable desire for details. In his on-line statement Tiger wrote: "Personal sins should not require press releases and problems within a family shouldn't have to mean public confessions." The reality for Mr. Woods is that he cannot have it both ways. He earned millions of dollars in endorsements and was offered big bucks to play in certain golf tournaments precisely because he had a big, loyal fan base. Fans or customers often feel they are owed an apology when their belief system has been undermined.
Tip 5: Be proactive and go on the offensive
Now is the time when you can control the information that the media will cover. You can call the shots with your own press conference, press release, on-line statement, etc. And your ability to respond with sincerity, confidence and even humor is critical. If you have made a mistake, explain what are going to do to correct it. If you have made an error in judgment or a poor decision, explain the steps you are taking to insure that won't happen in the future. You will have to be honest with yourself and with the media about next steps. But when you do so, the wind is effectively taken out of the media sails...it's over.
Clearly Tiger has not been proactive as of this writing. But other celebs, utilizing some or all of these tips have managed to deflect some of the criticism.
• In June South Carolina Governor Mark Sanford capped a three day media frenzy by announcing that he had been unfaithful, had lied to his staff and had left the country to meet his paramour. Sanford acted relatively quickly, was honest in his admissions and so sincere that he was tearful at his own press conference. He took responsibility for his actions and apologized.
• In September Late Night Host David Letterman told his audience that he had sex with female members of his staff, and was on the receiving end of an extortion plot. Letterman told the truth, told it in a typically self-deprecating fashion and vowed proactively to protect his family and his staff.
Bad things will happen, and they will happen to everyone. The media will grab onto a story for all it's worth. Best advice though? Common people make mistakes. Uncommon people react pragmatically with courage and intelligence.
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