Tiger Woods Getting Bad Advice from 'Publicists' According to Jay Haugabook of Next Level Management Firm - Tiger Woods Getting Bad Advice from 'Publicists' According to Jay Haugabook of Next Level Management Firm
Tiger Woods Getting Bad Advice from 'Publicists' According to Jay Haugabook of Next Level Management Firm
By Next Level Communications Department
Dec 8, 2009 - 11:36:27 PM
Media relations expert Jay Haugabook
says publicists and reps making the TV talk show rounds are giving golfer Tiger
Woods the worst possible advice as he deals with his current crisis. Haugabook,
who has handled media relations for High profile individuals, says Woods is
doing a good job in a difficult situation.
"The first step in crisis
management is to assess who can have the most negative impact on you as an
individual or company," said Haugabook. "In Woods' case, keeping his
marriage together and personally contacting major sponsors is Job One. A
divorce or the loss of a major sponsor are the two most critical issues for
Woods right now both financially and emotionally. A protracted divorce could
generate negative publicity for years and reveal financial details Woods
doesn't want to discuss."
Suggestions that Woods tell all in a
television interview or worse yet, a news conference, have been made by many
publicists and self-styled media experts who have been interviewed on morning
talk shows and print. These "experts" may have their own agendas to
curry favor with the media. "A news conference is similar to being cross
examined by a horde of attorneys," said Haugabook.
Woods has avoided the problem that
plagues many organizations that start providing information too quickly and
then have to correct it as new facts emerge. A recent example: photos of state
dinner party crashers with the President that were released after the White
House stated they did not get near the President.
Woods and his advisors recognize
that they have no control over the tabloid media or people who will try to
capitalize on this issue. Woods, however, could have done a better job of
controlling the situation with the police by scheduling a time that he or his
attorney would meet with them. Doing so would have eliminated the recurring
story that the meeting would take place each day. However, the end result was a
success with Woods only receiving a ticket.
"Crisis management," says Haugabook,
"is more than just dealing with the news media. There are many moving
parts and attorneys, media relations experts and others must work together for
the best outcome. Not every issue can be resolved by holding a press conference
or doing an interview."
Next Level Management Firm, based in
Atlanta, Georgia, is one of the nation's leading Public Relations, crisis
prevention and crisis management firms.
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