Another Look at Crisis Management
February 24, 2010As part of our continuing look at managing a crisis, let’s look at three different responses to public relations storms.
First, Tiger Woods. After months of embarrassing tabloid disclosures, the world’s greatest (and best-known) golfer gave a widely-televised public statement last week. It was a necessary first step in his bid to rehabilitate a tarnished public image. While some in the press groused because he didn’t take questions from the media, Tiger was contrite and tucked his tail between his legs…so to speak. After finishing addiction therapy and hopefully reconciling with his family, Tiger needs to get back to the golf course where he can re-establish himself by performing at his usual championship level.
Second, Toyota. Since we discussed the trials and tribulations of the world’s largest automotive company a few weeks ago, there have been more revelations which seem to suggest the auto giant was slow to admit its defects. This is likely a result of the company’s corporate culture and the pressure to grow bigger and bigger. But the “drip, drip, drip” nature of the revelations is taking its toll on a great brand. They’re doing a good job with mobilizing their dealer and factory worker grassroots network to lobby Capitol Hill but management needs to swiftly show more transparency and resolve to restore consumer confidence.
Finally, John Edwards. I’m no political fan of Senator Edwards so please keep that in mind. But I don’t know of anyone who thinks he has handled his lengthy public meltdown well. The extramarital affair, the out-of-wedlock birth, the private lies, and the public lies constitute a full-blown PR disaster. We’re all baffled why he would run for President of the United States and subject his personal life to certain scrutiny at the same time his world was spinning out of control. He still hasn’t told all of the truth (although to be fair, he’s probably limited in his ability to do so because of two difficult women in his life) and there is little possibility that the deep damage to his public reputation can be repaired. Edwards is a case lesson in how not to handle a public relations crisis.