Reputation Management of Tiger Woods

By Uncategorized

If you have not yet read Tiger Woods’ My Turn essay “How I’ve Redefined Victory” in this week’s Newsweek, give it a quick read. I’ll wait.

Do you feel a little sick?

My first reaction was “too little, too late.”¬† That reaction was the same as what many people had with Tiger’s press conference apology in August, nine months after his highly publicized car accident.

Tiger Woods had a short window of opportunity at the very beginning of his infidelity coming to light, to step up, apologize and work diligently on recovery. He waited though; hid, actually, as more and more damaging information came out.

Throughout that time I had sympathy for his public relations team because I was sure they were advising him to come forward and there’s nothing more frustrating than having a client who refuses to take good counsel.

The second issue I have with Tiger’s essay is the thick layer of spin. There’s hardly a word in the essay that strikes me as written by anyone other than a PR person (and that’s coming from me, a PR person). It’s the kind of effort that would have been better offered a year ago, but with more authenticity than the carefully crafted B.S. about making mac and cheese for his kids or his nights spent alone channel-surfing.

It’s clear that Tiger’s people are selling him as an everyman; we’re supposed to identify with him and have empathy.

Are you buying it?

There are numerous examples of philanderers who have recovered their reputations after getting caught in compromising positions (I asked for suggestions on Twitter once and had several replies).

It’s possible that Tiger will recover his reputation, but his team has a long road ahead.

Time vs. Newsweek and the Demise of the English Language

By Media

I’m a fan of Newsweek. I have been a subscriber and avid, cover-to-cover reader of the magazine for about 20 years. In high school, my family subscribed to Time and given my choice of magazines in a doctor’s waiting room, I’ll choose the Time over Southern Living or People every time.

In 2009 Newsweek underwent a total redesign. It was jarring. The font is different. The editorial content is sometimes indistinguishable from the advertising. Some of my favorite features were dropped. The content seemed less newsy and more, well, editorial. We discussed the change at the dinner table. My husband, irritated by the changes, was tempted to drop the subscription. I’ve wavered. I’m a very loyal consumer and still enjoy the work of the staff and admire and respect Editor-in-Chief Jon Meacham.

It was with all of these thoughts in mind as I selected an issue of Time magazine from the airport newsstand last night as I awaited my departure. * (A Kindle user, and full-flight reader, I require non-electronic reading material for takeoff and landing). I made my way through the issue well beyond the pilot allowing passengers to use electronic devices. Having finished the same week’s issue of Newsweek recently, it was a good real-time comparison of content. Haiti was the cover story of each and similar news coverage throughout. I found myself enjoying Time, and starting to wonder if we could switch. Could we be Time subscribers and drop Newsweek?

And then I saw it.

On the second to last page, in an article about the Sundance Film Festival, there was the following phrase: “sneak peak.”


Peek. Peek. Peek.

Peek – a quick look. Peak – the top, as in, of a mountain. Pique – to increase, or spike, as in interest.


I’ve often had to have the Peek, Peak, Pique conversation with junior writers, college students and the like but come on, a Time reporter (Steven James Snyder, I am not so much looking at you as I am your editors)? Unacceptable.

Incredibly, looking for the article online I am shocked to find that the typo is there as well — in fact, here’s a screen shot as proof, in case the error is caught and really, I hope it is.

How to Couch-Surf the Sundance Film Festival

How to Couch-Surf the Sundance Film Festival

Trust  me; my own children have had this very lecture. They, from a very tender age, have known the difference.

All right; people make mistakes – fair enough. And I certainly don’t claim to be perfect. I understand typos. But this one stopped me so cold in my tracks it helped make the decision easily.

I’m sticking with Newsweek.

*see the second comment below from SJS. I couldn’t leave that crappy sentence the way it was after THAT.