Amen! Tiger Woods is Back
Amen Corner: Tiger Wood’s Next Shot
by Michael Perini, ABC
Perini & Associates
The second shot at the 11th; all of the 12th, and the tee shot at the 13th hole at Augusta are nicknamed “Amen Corner.”
This term was first used in print by author Herbert Warren Wind in his April 21, 1958 Sports Illustrated article about the Masters that year.
Wind said he wanted a “catchy phrase” like baseball’s “hot-corner” or football’s “coffin-corner” to explain where some of the most exciting golf had taken place. Thus “Amen Corner” was born.
Well, with the Master’s Golf Tournament just around the corner and the “master” of modern golf — at least in the past decade, in my view — taking the global public stage again it’s time to say, “Amen!”
Will Tiger’s apology be enough? Will his crisis communication team be ready?
Will the TV commentators, as the cameras follow him through the holes at the Augusta National Golf Club, talk more about his golf swing or his swing through the illicit world? Which he now says, he regrets?
Woods has publically said he’s ready to play golf again. And, the Master’s tournament, already an icon for television ratings, will likely set new records for sports viewing. Will you be watching? What’s Tiger’s next shot?
As difficult as the public relations strategy has been for Woods during the past months, in my view, the most difficult course lies ahead.
Here’s why and my suggestions on what Tiger and his PR machine can do to navigate the “roughs” ahead.
1. Stick to golf. Make it clear when conducting news media interviews that the questions will be on golf and not on his past affairs but if he is pushed then be sincere, forgiving and go to the next question from the reporter. Also, don’t make the press conferences so restricted. This isn’t a military flight-line with limited access for authorized folks only. Let reporters ask a question and have a follow-up. Second shots are allowed in golf, correct? Let’s have the same respect for the news media who only are trying to do their jobs. Finally, over time the questions will be less about his personal relationships and more about his comeback efforts in golf.
2. Wave at the Fans. Tiger has always seemed to me one who believes he can walk in front of the crowds, along the fairways and not with them. I would recommend, where appropriate, he get more involved with fans. A little community relations, if you will. Spend some time with the fans. Easily done at the pre and post golf activities.
3. Consider new endorsements. Tiger has apologized to family, friends, fans and business partners. He says he’s still rebuilding his life. What better time than now to add rehab organizations to his list of sponsors. He can better tell his story and keep the fans faithful by showing some humility and backing up his words by strong action to help others.
Tiger said he takes responsibility. Now it’s up to the fans to also be responsible by showing respect when Tiger plays at the Masters, but especially when he heads for Amen Corner.
Amen to Tiger Woods playing golf again!