Ron Sirak of Golf World interviewed crisis managers about how Tiger can recover from his crisis.
His piece was insightful and informative, offering great direction for the fallen golfer and others facing crisis.
I have written once about this, so I'm not piling on, just helping sort out options for future crisises (think Mark McGwire, yikes).
Here are these thoughtful and provocative tips from experts Sirak interviewed.
But first, please Tiger don't go on Oprah, the View or Larry King, KD. We deserve a thoughtful, serious explanation and sincere penitence for our trust to be restored. A "60 Minutes" no holds barred interview could work. And sooner versus later.
1. Don't recast yourself in fundamental way. In politics, you don't put candidate in funny hats. Don't try to make him something he isn't.
2. Whatever Tiger's story is, let's identify it, and move past it. From a public memory perspective, he needs to take a year off. Time heals and can help him prepare for the media storm when he returns.
3. There are 5 critical tenets of crisis communication: be prompt, honest, informative, compassionate and interactive. Grade for Tiger? A "G" (ouch).
4. He needs to shift his world view. He has to actually be penitent, it's not enough to show it. Tiger needs to believe intrinsically that the betrayal of his wife and of the public's trust is wrong.
5. People are much more forgiving if you act human and not like a robot. (KD: no more website apologies, please.)
So, there's some great crisis advice from Ron's piece, which also refers to how Tylenol recovered after its poisoning crisis and revered crisis management.
