Communication Matters

Analysis, critique, and advice on today's hot news topics from the perspective of a Strategic PR Consultant.

Tiger Woods’ performance–simply masterful.

Posted by mrsmart on February 19, 2010

Not sure what speech some so-called “experts” were listening to, but Tiger Woods and his team of PR experts deserve kudos. Woods speech delivery this morning was simply masterful.

Not all crises are the same. All along, I’ve blogged that this crisis is unique and different. Any crisis management strategies employed, therefore, must be unconventional. My full blog post is at

As a PR consultant specializing in Reputation and crisis management, my advice has been that this particular crisis would need thinking outside the box. They’ve created and followed a perfect script.

All elements of crisis management were accounted for in his speech this morning: audience, principal, exigency, method, timing, delivery, message control. The Tiger Woods PR team deserve an A plus in crisis management.


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