Tiger’s Path to Recovery

Tiger has apologized and asked for forgiveness. Will you forgive Tiger?

A few months ago I blogged about Tiger “doubling down” on his personal and professional crisis by not being honest, open, and transparent. I was watching closely today to see if he would be able to pull out of his steep dive and begin to right his course.

I was asked to join Terri DeBoer and Rachel Ruiz on the set of WOOD TV8’s “eightWest” morning talk show to provide live commentary about Tiger’s address to the nation. Not only was Tiger’s address nearly unprecedented, since media were not permitted any questions, but it also was an atypical morning for eightWest, normally taped a few hours before its broadcast at 11 a.m. Thank you to everyone at WOOD TV8 for your professionalism and the opportunity to chat with Rachel and Terri.

Last night, preparing for my stint as analyst, I thought about what I wanted to hear from Tiger and created my checklist. Of course, everyone wanted to hear he was sorry.  I wanted to see emotion from Tiger, who normally can be quite stoic. I wanted to hear him express concern for Elin and his children. I wanted him to acknowledge that he was viewed as a role model, and that he had failed in that regard. I wanted to hear him apologize to his fans and to golf and to his sponsors.

Tiger Woods
Tiger Woods

I think Tiger was prepped well by his handlers to hit all of these marks. He did show some emotion at the beginning, and the embrace of his mother at the end was nice. Although he was a little stoic for the latter tw0-thirds of his speech, you could tell he was uncomfortable. With good reason.  He was standing in front of tens of millions of people admitting infidelity, poor judgment, broken values.

My wife sometimes says you have to “own” your decisions — good or bad. I think Tiger owned his decisions today. He placed blame only on himself. He had made the bad decisions. He was wrong. He had gone against the values he’d been taught.

Elin, he said, had been nothing but graceful in her handling of the situation and deserved praise, not blame. He acknowledged he also had let down his family, friends, “business partners,” fans, and children who had viewed him as a role model. He acknowledged he had broken the rules, somehow thinking he was above them.

And he asked for our help, to “find room in your heart to someday believe in me again.”

It is an important first step in the right direction. I don’t agree with those who believe he should have allowed media to ask questions. He actually provided a lot of information and answered most questions that should have been asked. If there were questions beyond what he shared, they would either have been inappropriate or not questions Tiger desired to answer.

As a public person who has received truckloads of cash to endorse products (of estimated $110 million he earned in 2008, only $6 million were golf earnings, according to Forbes), the public does have a right to know when that person isn’t what he says he is. It’s kind of a truth in advertising thing. You can’t be held up as a shining symbol of dependability and success when, in actuality, you are cheating (by taking steroids, or taking shortcuts, or taking liberties that are not generally accepted).

BUT, that does not mean Tiger has to answer every question the media asks. He does not have to share his conversations with Elin or details of his affairs. His PR people probably scoured the web and prepared him well to address the biggest and most pertinent concerns out there.  And the media will still get their opportunity to ask Tiger questions, but at this time he is a recovering addict and is not ready to have that kind of dialog.

The brand of Tiger may never recover the full value it once enjoyed, but I believe he’s on the right path.  If he returns to his winning form on the links and avoids future salacious sandtraps, he will be forgiven. He just needed to ask for it.  And now he has.

Publicity, Advertising and Results

RV Show benefits from publicity and advertising, resulting in foot traffic and, hopefully, sales.

For the past few months I’ve been working with ShowSpan to publicize their Grand Rapids Camper, Travel & RV Show, which opened yesterday.  I have been very impressed with ShowSpan’s “behind-the-scenes” operations supporting the show, which is one of many they produce (they also do the auto show, the home & garden show, the golf show, and others).  ShowSpan works with an ad agency as well, of course, to place ads on TV, radio, print and billboards. They have a good online presence.  And they have me.

For the past few weeks, I’ve helped keep ShowSpan spokespeople pretty busy.  This morning we had Fox17 out here between 6 and 9 a.m. which also meant that the show manager was here as well as a few of the vendors we were featuring.  Later this morning the RV show will be featured in an EightWest segment on WOOD TV8, the result of a taping yesterday with Rachel Ruiz.  Last night the show was on Fox17’s evening news and was featured as part of WGVU TV’s “Ask The Expert” with Shelley Irwin.   WZZM13 also has been here and that show appeared yesterday. 

Last Sunday The Grand Rapids Press featured the show on the back cover of the sports section and John Gonzalez made the RV Show one of Gonzo’s Top Five picks for the week. Add in all the radio interviews and the media interest the show will continue to generate (NASCAR favorite Johnny Benson’s here tomorrow … that’ll bring a crowd), and it all equals a lot of exposure for the RV industry.  One result of that was record crowds arriving for the Thursday open of the show, now in its fourth year.

The exposure increases  interest which generates traffic which, hopefully, results in sales for the RV industry. Talking to some of the RV dealers who are showing their wares at the show, interest is high among show attendees to buy.  That’s a good sign, because the RV industry is a leading indicator for the overall economy.  It’s the first to decline when the economy softens, and it’s among the first to rebound when confidence rises.

SO, I’m not a trained expert in this field, but I do sense a strengthening economy and hope that my role supporting one show in one city for one industry is a part of the solution.  As for you, it’s time to plan your vacation, and you should at least explore RVs as an option. Benefits include family bonding, flexibility, cost benefits, and more. I’ll send you the news releases if you’d like.  :-)