Every week, the news is filled with reports of the latest mishap or train wreck involving a public figure. Such events have become so frequent that the public has become almost numb, unaffected by the often lurid details. While it might seem these occurrences are a ’sign of our times,’ they have happened through the ages, in generations that came before us. While life experiences vary, we know all have fallen short.

During the last week, there has been much media coverage and speculation on Tiger Woods’ car accident in the wee hours of the Friday after Thanksgiving. Based on the public perception of Tiger, the event was a surprise. This article is not about the incident, his personal relationships or many great achievements. Rather, this real life situation serves as a case study in Crisis Communications and Crisis Management as related to Personal Branding in today’s digital world.

To many onlookers and fans, this was a stunning incident. While I am not here to defend or accuse anyone, I believe Tiger handled his communications in keeping with his authentic self, as the public has come to know and care very deeply about him.

As part of a Personal Crisis Communication/Management strategy, he took 3 essential steps:

1. Took time to regroup, with no formal statement made immediately
2. Counseling received and remained private on the matter
3. Made a statement when he was ready, speaking authentically by clearly expressing his sentiments, underscored by his philosophy on publicizing such matters 

I found this to be refreshingly effective, because:

• He resisted the urge for a knee-jerk reaction we so often see from public figures in an effort to quickly dowse a fire before it turns into a conflagration
• He spoke in his own way, in keeping with what he’s all about, rather than adopting a page from someone else’s plan of action in Crisis Communication

Some may wonder if personal privacy can be maintained in such situations, especially for a celebrity.  In actuality, neither the media nor the public have the right to know the private details of a public figure’s life. Tiger’s communications approach was in keeping with his personal brand, presented in a streamlined, contemporary way of Personal Crisis Communication.

In the not too-distant Days of Yore, the Old School way was to “tell all” and then quickly move on down the road. Today this is not easily done, especially with the ever-present New and Social Media – the story lives on 24-7, as baggage not easily lost.  

How the public views scurrilous episodes depends upon the principal involved and the situation. Generally speaking, there seem to be different standards and levels of acceptance or tolerance for infractions by celebrities and politicians. Perhaps the public’s view and reaction is more of a comment on today’s society.

While Tiger Woods’ way of managing his recent personal crisis communication is as flawless as his golf game, it works well for him because it is based on his brand. The same approach does not always apply to other situations or personalities. For instance, in the recent case of David Letterman, the situation warranted his informing his public.

An immediate prediction for Tiger Woods and his lucrative endorsements is that he may not lose them, due to his solid brand — and if this incident is continued to be viewed as a minor fray.

What do you think about how Tiger managed his crisis communication? Do you think his brand will suffer? Will he lose endorsements? Please share your thoughts by leaving your comments.