Tiger Woods is undoubtedly one of the worlds greatest athletes. He is worth millions and is adored by even more around the globe. Now all eyes are on this fearless legend not by his actions on the golf course but because of his actions, or lack there of, following his car crash early Friday morning, November 27, 2009.
Allow me to quickly provide you with the timeline of events:
Friday around 2:25am; Tiger crashes his SUV into a fire hydrant and then a tree while attempting to leave his Florida home.
Friday afternoon around 3:30pm; some 13 hours later, news of this crash hit the media. Not many details of the crash were available and no comments were made by Tiger Woods.
Saturday; no comments from the great one, only a flurry of speculation by the media.
Sunday afternoon; Tiger releases a statement on his website stating the accident was his fault, his wife Elin was not to blame, and that this was a private matter and wanted to keep it that way. He even declined to be interviewed by the local Police.
Monday morning; Tiger announces his withdrawal from his own golf tournament this week and does not plan to play golf until the New Year.
Where did Tiger go wrong? Silence.
Recently, many celebrities including David Letterman have learned the easiest way to control a situation is to come clean, tell the truth and admit the mistake. Everyone makes mistakes. Own up to them and move on. Instead, Tiger's silence has opened the doors for more negative comment and more harm to his squeaky-clean good name. We are living in the 'now' generation. We do not want to wait for answers, we want them now. If we do not get the answers we are seeking, we will look to any source to provide the information. This is how rumours grow rampant.
In a time of crisis, follow these 5 steps and control the situation:
1) Use the media to your advantage
As soon as you are able, call a media conference and explain as much information as you can without getting into private details.
2) Prepare a statement
When giving your account of the crisis, you will be glad that you have prepared a statement in advance. Camera flashes, microphones and the excitement of the moment will be overwhelming. Be prepared.
3) Admit the mistake
If you are at fault, tell the truth and admit the mistake. Enough said.
4) Focus on your message
After giving your statement, be prepared to answer several questions from the media. Focus on your message and do not deviate from that message. Once you go 'off the script' you will be open to more questions and speculation (not to mention more expensive Lawyers)
5) Correct the un-truths
After you have provided the truth about the crisis, be sure to correct media operations that continue to publish incorrect information. Try first with a phone call. If that is not successful, have your Lawyer intervene.
Are you prepared to face the music when crisis occurs at your company or organization?
-Darren
Outstanding!
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