Center Of Attention

Woods' Incident Drawing Front-Page Headlines

It was the story that dominated the Thanksgiving weekend, and we still do not know what to make of it. It is clear that Tiger Woods’ PR strategy is to say as little as possible when it comes to details concerning the incident early Friday morning, but that is not stopping the story. Every communications strategist is offering advice on what Tiger, IMG and even his personal publicist Glenn Greenspan should do. But the only ones who matter now are Woods and his close inner circle, who for now have resorted to using Tiger’s personal Web site as their communication platform. Woods and company are dealing with a story outside their comfort zone -- besides the mainstream news press, they are dealing with tabloid reports and the ever-aggressive TMZ. Most believe long-term damage is minimal, but it is clearly the biggest image crisis in Woods’ carefully orchestrated career.