Tiger Woods: Marketing, Morals, & Infidelity

Tiger Woods’ deeds of infidelity are known throughout the country and plastered all over the news. Again the media has blown one person out of proportion just because of their celebrity status. This news may not have been shocking if it had been someone else, say Paris Hilton, but it was Tiger Woods. Tiger Woods before this epiphany had happened was the pinnacle of something proper. He is a successful, fair skinned black golfer, who seemed to have manners, good family values, and seemed soft spoken and refined. After all of this happened and his image was ruined, some think it will be forever but only time will tell, but in the mean time he decided to take a leave of absence. Many of the companies that had supported, sponsored, and used him in advertising have retorted and are now refusing to use him ever again. This indicates that companies that market certain images have a moral code and that they do not want to displease their customers. Nike had stated they would not use him in an advertising campaign again but went back on it, thinking it was too harsh.

In this situaton it provides to be an example of the public relation issues that can come up in marketing. There are many other examples that have happened before, after, and will happen even after this issue with Tiger Woods blows over. Another hot issue that affects a companies PR is also Toyota's recall and how customers may not feel 'safe' driving their cars. Companies need to overcome these PR issues whether it is a figure's personal life or a product that failed. A company can use SWOT analysis to either overcome or fail this situation. They can use these PR issues as either an oppertunity to overcome and be a better company or let the threat instated overcome them.

This issue brings awareness to our moral code in America because it came from someone we did not expect, someone who was supposed to be full of virtue, and this may be the reason why it bothered so many people. Each and every day people do these things but because it came from someone with a reasonable amount of importance people were flabbergasted. A poll on www.allaboutlifechanges.org/marital-infidelity.htm indicated that 90% of people disprove of infidelity but statistically 60% of men and 40% of women have affairs themselves. People in America have lost sight of their moral code yet act like hypocrites in the public eye when someone important is involved. It is not only a sin but it is illegal and punishment is dwindling. But it also should be considered it is a different world now, not the world that our grandparents lived in.

Question: Why are the American people so shocked with Tiger Woods’ action when the majority of people are guilty of infidelity themselves? Do you think weeks, months, or years down the road this will hurt his career or those who market him and why? What can oppertunities can Nike gain in SWOT Analysis from this situation with Tiger Woods? How can Tiger Woods fix or revamp his image?