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Posts Tagged ‘Tiger Woods’

Don Wright den 8 april 2010.

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IMAGE: Tiger Woods presskonferens var inte den mest lyckade. Kritiken har varit omfattande. W. Timothy Coombs, professor i kriskommunikation vid Eastern Illinois University, säger bland annat;

”For Tiger the brand, the apology is an epic fail. It is too little too late. Many sports writers have mocked today’s media event, saying no self-respecting journalist would attend because you can’t ask questions. When the media mocks the format of your apology, then it’s a failure regardless of the content.”

Tuffa ord. Men en av de mer underhållande sågningarna har levererats av Nick Sullivan som är ”fashion director” på livsstilsmagasinet Esquire. Sullivan förklarar vad Woods hela image och framtoning kommunicerade på presskonferensen;

We get it: he’s sorry. Very sorry. Buddhist sorry. But he didn’t even have to open his mouth. As soon as Tiger Woods walked out back into the open this morning, we could tell he was abject.

You see clothes can say a thousand words. Or just three. Words like, ”I screwed up”. And man did he screw up at the clothing store. Or did he? An analysis:

1. A shirt that’s fresh out of the box, and not a very expensive box to judge by the way the collar floats off the body. That is an I-am-not-exactly-having-a-good-time shirt.

2. The blazer: funereal black — and baggy. Big, wide sleeves — and not a trace of vim or dash. The notches cut so low on Tiger’s chest that even the lapels could barely hold themselves up. Man, that is one depressing jacket.

3. Gray slacks. Not so much go-to-hell pants as I-am-going-to-hell pantsb (…)

But, at the same time, it was all very clever, too: The clothes you see above are a deliberate public manifestation of the guilt inside the man wearing them. There’s no fat watch, even though Tag Heuer stood by Tiger — it wouldn’t exactly suggest contrition to wear one, nor would an open-neck shirt (…)

The oversize blazer and, well, everything? Could just be an error, of course — the kind of rush purchase that happens in every men’s store in America every second of every day. But in this case, baggy clothes could also be deliberate, picked out very carefully to make the man look almost childlike, a vulnerable little man in a harsh, grown-up world. Poor Tiger. Poor, clever Tiger.

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KOMMUNIKATION: Presskonferensen där Tiger Woods bad om ursäkt till höger och vänster måste anses som ett misslyckande. Något mer arrangerat och föga övertygande måste man leta efter.

Inget är värre än en ursäkt som ser ut att vara koreograferad av PR-konsulter och medierådgivare. Även om det är stora skillnader mellan hur en amerikansk och en europeisk publik uppfattar denna typ av presskonferenser är det svårt att tro att presskonferensen kan ha gått hem hos vare sig den amerikanska publiken eller hos Woods sponsorer.

Tiger Woods borde göra tre saker. För det första avskeda de mediarådgivare som tog fram hans statement och som fick honom att framstå som en dåligt programmerad robot.

För det andra bör han ta till sig ett gyllene råd som gäller i all form av krishantering; Om du verkligen skall be om ursäkt se då också till att verkligen mena det!

Och för det tredje borde Woods sluta låta som om han skyller sitt agerande på någon form av sjukdom. Att sätta likhetstecken mellan ”beroende” och ”sjukdom” antyder bara att Woods egentligen anser sig vara oskyldig.

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Pat Oliphant, 22 december 2009

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KÄNDISAR: Även den mest ointresserade slipper inte undan alla kändisar. Speciellt inte när det rör sig om namn som Paris Hilton eller Britney Spears.

Speciellt svårt blir det när en PR katastrof – äkta eller konstruerad – briserar i media. Plötsligt är kändisarna överallt. Den senaste i raden är golfstjärnan Tiger Woods.

Neal Gabler i Newsweek har funderat kring varför dessa kändisar spelar en sådan framträdande roll i våra liv – vare sig vi vill det eller inte. Ingen tycks gå fri från kändisarna och deras förehavanden.

[W]e have invented celebrity and latched onto it because celebrity does a better job of giving us what traditional art and entertainments once gave us before they became too enervated to surprise us or we became too jaded to be surprised. By the same token, in a symbiotic turn, many protagonists of celebrity narratives have become sophisticated enough to realize that they could recast their narratives as a way of sustaining their own celebrity, turning their life into their work. One will never know how much of Michael Jackson’s eccentricity was a way to keep his narrative (and his celebrity) going (…).

[C]elebrity narratives today are so effective, so ubiquitous, and so vigorous that they overwhelm virtually every other entertainment and art form, even the ones in which entertainers originally made their names. Brad Pitt and Angelina Jolie, to use just one example, are far better known for their life together than for the films they make (…). One might even say that their lives are such a big entertainment that their films are now a product of their celebrity rather than a source for it, to the point where their celebrity narratives can actually obscure their work, making it harder for an audience to accept them as the characters they play. (…)

Since celebrity is a narrative in the medium of life, it requires magazines, newspapers, television shows, and perhaps most especially the Internet to promote it—a service these media happily perform and from which they get great residual benefits.

And so today we are gripped by Tiger Woods’s story, and when his disappears, as it eventually will, another narrative will arrive and then another and then another, ad infinitum.

En nog så deprimerande slutsats. Men ett Eldorado för PR konsulter.

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