Case Study

Client:
Tiger Woods
Our Role:
To Complete a Case Study on Tiger Woods' Scandal
Turnaround:
August- November

The Brief

Tiger Woods, an international icon in the world of sports and entertainment, was born on Dec. 30, 1975. This case study served as an example to analyze and learn what to do and what not to do in the case of a crisis. For this case study, we outlined Woods’ scandal that began on Nov. 27, 2009. Most of the original excitement ended with his return to gold in April and then with his divorce from his wife, Elin, in Aug. of 2010. Most of the events we focused on for this case study was on any public relations events that occurred immediately following the incident.

An Additional Description

On Nov. 27, 2009, Woods’ life changed completely and caused a large-scale scandal that impacted many sponsors, personal relationships and ultimately his career as a professional golfer. We placed our focus on the Dec. 2, 2009 statement that was released on Woods’ website that included Woods’ first admittance of extramarital affairs. We also focused heavily on his first press conference, which took place on Feb. 18, 2010 and was described by many as a disaster.

The Result

The scandal in the end hurt not only Woods’ career, but more importantly, his reputation. Woods decided to remain silent throughout the whole process which in the end did nothing but hurt him. Sometimes silence is the answer, but in this case, it was just the opposite.