"Tabloid Tiger" - Tiger Woods case study

This presentation is a case study of Tiger Woods before and after his cheating scandal.

1. Case Study 25: Tabloid Tiger By: Jo Moore & Samantha Case

2. Prodigy Child Tiger Woods (Eldrick Tont Woods), born in Cypress, California A golf prodigy, trained by his father Attended Stanford University By age 20 he went pro. Was the youngest person and first African American in the prestigious Augusta National Golf Club.

3. Rise in Tiger’s Career 1996, Started a foundation that provides scholarships and golfing activities for inner-city youth. (TGR Foundation) https://tgrfoundation.org/about/ #1 in the Official World Golf Rankings in 1997. By 2009, Wood’s earnings were estimated at $1 billion from golf prizes, appearance fees, endorsement deals, according to Forbes.

4. Issues 2008: Tore a knee ligament, but continued to play golf for ten months. 2008: A double stress fracture in the same leg, right before the U.S. Open. Played it and won still. 2009: Woods returned to golf after his knee injury, and that is when people started to realize his bad manners and tantrums towards the sport. “ Tiger Tantrums ” as named by Rick Reilly of ESPN

5. The Car Accident Nov 27, 2009 - Woods Crashed car into a fire hydrant and neighbor's tree outside the house at 2:25 a.m. Woods was found lying on the ground , and his wife used a golf club to break him out of the car. Lacerations on his lower and upper lip. Woods avoided the media after the accident. Also canceled appointments with Florida Highway Patrol three days in a row.

6. The Media Circus Begins The tabloids started filling up speculations because of Woods silence towards the media. TMZ posted online that an argument between Woods and his wife is what led to his accident. Other speculations that led to his accident, was that his wife confronted him about having an affair.

7. Tiger’s Statements Statement released December 2, 2009

8. The Women 121 Women were named in the cheating scandal, with the youngest being a 21 year old neighbor who Tiger had known for years. The women consist of party planners to porn stars and waitresses.

9. Tiger Takes A Break On December 11, 2009 after his intense interaction with the media Woods announced he was taking a break from golf. After this revel ation, sponsors decided to part ways with the golfer.

10. Sponsors React The first week Wood’s sponsor’s stood by him. As his scandal deepened, some sponsors slowly started to distance themselves from the golfer. After Wood’s announced his indefinite split from Golf, a majority of his sponsors decided to split ways.

11. Tiger’s Comeback On February 19, 2010, Tiger spoke out to the public about his unethical actions and gave a sincere apology . In the press conference, Tiger admitted to cheating and all the affairs that were accounted for. He also denied any domestic violence in his marriage. Five minute restricted meetings with the press. Questions were limited.

12. Where Tiger Went Wrong. Not Transparent Refusal to meet with police Reprimanding the media Overwhelming media silence Press “Interviews” No preparation for his sport

13. Discussion What golfing accomplishments made Woods a superstar athlete? What was Tiger Woods estimated earnings from his endorsements? How long did it take Woods to break his silence after the car accident? Why did he start to lose his sponsors? What would you have done different if you were in his position? His agent’s position? His sponsors? What strategies do you believe would have worked with this campaign?

14. https://www.newsweek.com/six-biggest-public-relations-blunders-tiger-has-made-so-far-222742 http://www.cnn.com/2009/US/12/11/tiger.woods.statement/index.html http://apps.prsa.org/SearchResults/view/8588/105/Tiger_Woods_six_big_PR_mistakes#.XHUgruhKi02 http://www.thesmokinggun.com/documents/crime/tiger-woods-accident-report