The Tiger scandal is something most people are familiar with, pertaining specifically to his personal affairs (no pun intended). However, the interloped association between Woods scandal and the PGA is too tight. Today, Woods made his statement at a press conference explaining his ordeal and the effects it’s having on his life.
It’s being considered his public apology, but the venue raises some pr concerns. When an association like the PGA provides the venue, they are public stating their involvement. Many pr professionals are claiming this was a bad move.
The personal affairs of Woods had no direct correlation to the PGA, other than Tigers short personal leave. The effect on the PGA was incidental and their involvement should have been limited to his decision. By providing the venue for his apology, the PGA is increasing their involvement in his personal life. Yes, Tiger for many people is the PGA, but only as it pertains to the sport. His commercial sponsors have more investment in the merit of his personal conduct than the PGA.
If it were a matter of sportsmanship or sport-related concern, their involvement would be necessary. The dual-message today was one-part Tiger and one-part PGA. Andy Jenks of NBC stated on Twitter "Tiger should've worn his Masters jacket for that."
The PGA is building an association where they should not. They are intensifying the association between Tigers unpopular personal decision making and their brand. CRT-Tanaka asks the question on their blog, "Should the PGA have allowed Tiger to use its venue for his public apology?"
Thanks to CNN for the Photo.
