Corporate sponsors are taking the Tiger Woods’ episode as a chance to rethink the value they may be getting for celebrity endorsers. Meantime, public-relations Professor Peter Morrissey, an expert in reputation management, says Tiger has to wait for this to bottom out and avoid the tendancy to act like a victim.
“History will record if he is a hero, a villain or a tragic figure. But even fallen heroes can be re-made to live again. It will just take time. The main thing Tiger is fighting is a sense of betrayal and mistrust. He will need to earn these back.”
Contact Peter Morrissey, 617-353-1020, firstname.lastname@example.org