The Tiger Woods Scandal: Is he Finally out of the Woods? By: Alexandre Bertin, Kelsey Brugler, Andrea Chavez, Jessica Gooding, and Lea Thomas The Tiger Woods Scandal: Is he Finally out of the Woods?

Topic History and Overview Brief history of Tiger and his career Problematic scandal that broke in November 2009. Document his public relations solution Tactics Tiger's team utilized Resuts on his reputation

History of Tiger and his Career Born in Cypress, California on December 30, 1979 Played golf while in college and enrolled at Stanford, where he first exploded onto the golfing scene Has won 14 professional golf tournaments, 71 PGA Tournaments, and three career Grand Slams Endorsements have included Nike, Gatorade, and American Express Was married to former Swedish model Elin Nordegren in 2004 Has two children, Sam and Alexis According to Forbes, has a networth of $600 million

Development of Scandal: Problem In November 2009, word first broke of Tiger's alleged infidelity Tiger failed to address the allegations for a few months The scandal was highly publicized as more women came forward His reputation, family life, and career were tarnished

Visuals Insert Charts Insert videos

Scandal Solution: Strategy Regaining his career credability and support of the golf community and his fans

Scandal Solution: Tactics Numerous women began to surface after the November 2009 car crash PR plan was first to avoid media, in false hopes the controversial issue would disappear He first publicly adressed the scandal in February 2010 during a closed and highly covered press conference Media was preapproved No questioning was allowed after

Strategic Communication Model: Who Tiger Woods, American Professional Golf Player

Strategic Communication Model: Says What Admits to being selfish and foolish Quotes from Tiger's press conference “These are issues between a husband and a wife.” “Starting tomorrow, I will leave for more treatment and therapy.” “I ask you to find room in your heart to one day believe in me again.

Strategic Communication Model: To Whom Fans Sponsors Golf Community Family Friends Wife Elin was noticably absent from the press conference

Stratgic Communication Model: How Internationally covered press conference Viewed by millions of audiences Through several social media channels and major news networks

Strategic Communcation Model: To What Effect Harshly attacked by the media for waiting so long to address the allegations Skepticism arose from the media being unable to directly question Tiger following the press conference Sponsors such as AT&T and Gilette dropped Tiger Gatorade dropped him directly following the press conference

Scandal Result Ultimately, the scandal proved too large to completely fix Tiger's reputation took an irreparable nosedive Sponsors dropped him Tiger took a brief break from golf He lost the stability of his family Elin filed for divorce in early 2010 and has custody of his children

Scandal Conslusion Tigers stakeholders withdrew their support because his actions were no longer socially accepted Scandal cost him the support of his target demographic Agree/Disagree Tiger was reactive to the situation when he should been interactive Reasons why

References Baertlein, Lisa. “Gatorade sinks Tiger Woods Sponsorship.” Reuters.com. February 26, 2010. Sheinin, Dave. “Tiger Woods apologizes.” The Washington Post. February 20, 2010. Siemaszko, Corky. “Tiger Woods sex scandal update: Monthly payments to mistresses for silence on affairs.” Daily News. December 15, 2010. “Tiger Woods says it's great to be back.” CNN.com. April 23, 2010. “Tiger Woods Whiffs on Scandal's P.R.” The Washington Post. 2010. University of California- Davis. “Study: Tiger Woods investors lost 12 Billion.” CBSnew.com. December 2009. Woods, Tiger. “I was wrong. I was foolish. I don't get to play by different rules.” Vital Speeches of the Day. April 2010.