January 11, 2010Tiger, Tiger

I’m very impressed with Woods PR team. In case you haven’t spotted it yet, this is their simple response to all that negative publicity –

A while back, I suggested Tiger ought to try humour to deflect some of the criticism about his adultery. You know, give a lovely smile and a “who, me?” shrug of the shoulders. After all, anyone who’s ever read Robert Greene’s The Art of Seduction knows that rakish charm can be very effective — like it or not, he argues, women love a cad.

This response is better. Tiger’s a number 1 sportsman. Okay, so it’s golf, but he’s still got something to prove. This photoshoot with Annie Leibovitz is a raw demonstration of power, defiance, and masculinity.

It’s a major repositioning for the Tiger Woods brand. It’s also a sure-fire success. It’s a powerful statement of confidence.

And confidence is always attractive.

He’ll alienate some (“disgusted of Tunbridge Wells” types) but ultimately, we’re all in awe of someone who comes out fighting. As a writer it pains me to say this, but sometimes, the best statements are made without a single word.