Today's Wall Street Journal is reporting that a recent survey has pegged Tiger Woods as the 2,256th most effective product spokesperson. This is down from an 11th-place ranking last year and puts him alongside of the all-so-popular Richard Simmons.
Now, in fairness, his conduct would have precipitated a drop, no matter how he might have handled things. But his initial, long period of silence and subsequent, overly-scripted and emotionally-void, rag-tag excuse for an apology-uh-news-conference drove his ranking further into the tank than it ever needed to be.
And, yes, there is a huge dollar figure attached to this plunge in popularity. "He" is a man, but "he" is also a business; a commodity, if you will, with many stakeholders...and "he" has cost a great many people (beyond himself) a great deal of money.
Crisis comms, at its worst. It's hard to figure out who will ultimately win the race to the bottom of the public relations barrel: Tiger or Toyota...they're in a dead heat right now.
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