Tiger’s image rehabilitation

Tiger WoodsTiger Woods has avoided the public since the Nov. 27 SUV crash at his home, even though he’s become a staple of newscasts and late-night comedy put-downs.  PR Professor Peter Morrissey, a crisis-communication expert who worked on the Tylenol case, suggests Tiger must carefully pick his public appearances, take care of family matters, don’t blame the media, be humble and self-effacing, and keep winning golf tournaments.

“Tiger may actually benefit from this in that his image is not as a perfectionist, but as person that is mortal and fallible.  He must remember that even the worse sins and faults are forgiven over time and this controversy will fade.”

Contact Peter Morrissey, 617-353-1020, pmorriss@bu.edu

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