What’s next for Tiger?

US OPENCorporate 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, pmorriss@bu.edu

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