The Tiger Woods scandal that broke out in November 2009, is still going on 3 months later and this story will always be around. There have been rumors that there is going to be a book and a movie about all Tiger’s secret life. But one thing that really stuck out in the media, was how quiet Woods remained and how he stayed out of the media and public. Woods’ who values his privacy choose to remain silent until a press conference held on February 19, 2010. According to the Orlando Sentinel they said public relations experts said the apology fell short. This will make the golfer’s already now tarnished image, not be boosted at all. I’m not sure if this is due to the apology being too scripted, or that it is just that the public found the apology weak or no one is willing to accept the apology.
In the end, if Tiger Woods ever wants to redeem himself or his image, he is going to need the help of a good PR team to turn everything around about him, of what he created. Crisis communications expert and Publicist, Howard Bragman said Woods’ strategy of refusing to speak out is “not working.” This is probably due to there is only so long you can to stay away from everything- avoidance does not work, it only gives the media more to talk about.