By now the whole Tiger Woods is a cheater saga, is getting to be old news. However, I couldn't help but notice that all the media outlets were calling his particular issue: a Public Relations Nightmare. CNN, GMA and even CTV National news had Public Relations professionals and media experts giving their opinion on what Tiger Woods should have done. They all claimed he stayed silent for too long and that his silence was what drew more media speculation. Finally, Tiger released a statement apologising for his “transgressions”. Tiger is not the first this year to be caught cheating. Just a couple months ago David Letterman admitted that he had cheated on his wife with one of his interns. Letterman refused to be blackmailed and so instead he revealed the story himself. Although this caused scandal, many applauded the way he handled himself.
Another cheater was found this summer in South Carolina. Governor Mark Sanford admitted to allegations he was cheating on his wife with a mistress in Argentina. Sanford held the usual politician "I'm a cheater" news conference but this time there was no sulking wife around.
In a media obsessed world, people's personal lives seem to be open for discussion. I bet our PR forefathers would have never guessed our profession would include having to clean up the infidelity of others. Public Relations does have very much to do with maintaining and building the reputation of a company or person. As their communications experts we will be the ones preparing them to face these scandals by:
• helping them to construct position statements/apologies
• training them on how to answer "dreaded questions"
• develop next steps with them
• determine which outlets they will use to address the media (news conference, YouTube video, public apology letter, etc.)
When husbands or wives in the public eye cheat, we will probably be their first emergency call. Media coverage about our profession has been large in regards to these scandals. I just hope that the unaware public realizes we do way more than aide the unfaithful.
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