Apology just the first step in a long road to rebuild the value of Tiger Inc.
By Sarah Skidmore, APFriday, February 19, 2010
Tiger the Pitchman far from out of the woods
Tiger Woods’ extraordinary apology Friday is the first step toward healing the image of Tiger the man. But Tiger the pitchman still has a long way to go to recover the corporate good will he has squandered.
Marketing experts say rebuilding Tiger Inc. will be possible only when he returns to the golf course. His apology left the timing of that in doubt — though he didn’t rule out coming back this year.
The companies that have stuck most closely by Woods, Nike Inc. and Electronic Arts Inc., reiterated their support Friday.
Public-relations experts say Woods’ statement had the essential ingredients: a sincere public apology, accountability for his behavior and a prescription for how it would be remedied.
