1. 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?

2. 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

3. 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

4. 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

5. Visuals
Insert Charts
Insert videos

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

7. 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 during a closed and highly covered press conference
Media was preapproved
No questioning was allowed after

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

9. 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.

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

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

12. 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

13. 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

14. 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

15. References
Baertlein, Lisa. “Gatorade sinks Tiger Woods Sponsorship.” Reuters.com. February 26,
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
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.