Calling the troops in for Tiger Woods..

24Mar10

After reading PR Week’s article, “Tiger Woods Calls in Former White House Press Chief Ari Fleishcher for Advice,”  I have realized the importance of how Public Relations Professionals are to celebrities like Tiger Woods.

The article discussed how Ari Fleishcher who work for George W. Bush has been brought in to reintroduce Tiger Woods, after his three-month break. The break is due to the allegations that broke last year that Woods had several sexual-affairs.

Fleishcher runs his own sports PR company that specialises in handling crisis communication. The article quoted Steve Martin ( M&C Saatchi Sports & Entertainment CEO) who said: “‘Tiger Woods desperately needs good PR advice. He has not got his strategy right so far. The press conference was awkward. It won’t be turned around quickly for him but a PR plan needs to be created carefully.”

This article was really interesting to read, because it’s refreshing to read an article where Public Relations professionals are shown as being needed. I think lately with the economy, Public Relations is seen as an added bonus, and not a necessity. In reality though, to keep a successful company, or image, consulting with someone who works in the field of Public Relations is one of the smartest things to do. This is not the time to take a risk with your company, Public Relations professionals are trained in handling crisis situations, and keeping a company afloat.

Reading this article made me realize that with social media, and the fast paced society of today, Public Relations professionals are even more of a necessity. While the Tiger Woods situation is not the best situation to draw a light on PR, it is refreshing to know that people do see an importance in PR.

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7 Responses to “Calling the troops in for Tiger Woods..”

  1. 1 aschlum1

    I agree with you and that article. Tiger Woods took way too long to come out and talk about what happened. Now he seems to be talking a little bit more to the press and doing a couple more interviews, but really… is it enough? Some people think that he is talking more now just so he will not feel as bad when playing in the Masters. I question whether his apologies and everything are really because he is sorry or because he wants his fans back. I guess we will never know, but the one thing that is for sure is that he could have used some better public relations help!

  2. 2 Eryn

    I wrote about this when this first happened and couldn’t agree more that PR professionals are important. Before the chaos really was at it’s highest, I said his big mistake was that he had no comment. In our PR writing class at GSU Adam Brody came in and he is the editor of 11th Hour. He told us something I will always remember: “never say no comment because journalist flock looking for that story your hiding.” The right PR people could have helped, or tried, to keep this a personal matter. The key is saying something is not just saying anything, but choosing your words wisely. Especially when you are a high profile celebrity, you need to be in contact with you fans and the public, you are famous for a reason, because people are interested in what goes on in your life.

  3. I feel that some people who don’t understand or are not within the public relations field assume that our job is simple and a piece of cake. The “Tiger Woods” scandal is a prime example of how important public relations is. Public Relations with this scandal symbolizes how effective speaking and writing can be to a specific target audience. Hopefully this scandal (even though it’s awful) will shed light upon other people who aren’t familiar with public relations how much hard work goes into public relations.


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