Tiger Wood has shown the world he knows how to hit a golf ball.
But he has also shown the world that he – and all of his likely well-paid advisors – knows very little about crisis PR.

Did Tiger really think the recent crash and cover-up story would just go away? That the national media and the tabloids would turn a blind eye to his transgressions?

This race out the driveway in the family Cadillac and slam into a fire hydrant and tree was much more than one bad drive off the fairway. There was no escaping this fiasco. There were a ton of things that just did not add up, and even the most rookie reporter could smell a very hot story.

This crisis was completely of Tiger’s making. His team did not blast what is left of his reputation out of the sand trap fast enough.
Yes, it was a very sticky situation. But what crisis is not a very sticky situation?

Instead of getting out in front of the storm and admitting he was human and had made some mistakes, he and his advisors waited for this whole thing to blow into a gargantuan PR mess. They should have taken the appropriate steps and admitted between carefully crafted lines that the Tiger had roared in places where he should have been very quiet.

In the celebrity world of crisis PR, Tiger just shot at least a double bogey. The real score will not be known for days.