Finally, Tiger Starts the Process

By Eric Seidel, CEO

The Media Trainers®

The intimate and outrageous behavior that has led to Tiger Woods’ personal crisis is akin to a catastrophic air disaster and required a similar swift and comprehensive response similar to any airline suffering an accident.

The fact that he waited so long has been a serious setback to rehabilitating his image and has been roundly criticized by many, including two earlier postings in this space (Tiger Woods & Anyone Remember Letterman?).

But, in finally coming out from behind his Web site, Woods has made some positive moves; moves that others can learn from.

First, he established a “beachhead”, or meeting point with plenty of notice to the media. This was not a hit-and-run. Next, his remarks were directed to specific audiences, including family members, close friends, fans, young students under the tutelage of his education foundation, and, most notably, business partners (i.e., sponsors). He called stories claiming his wife, Elin, attacked him on Thanksgiving night "fabricated." And he admonished the media and paparazzi to stay away from his family, including his mother.

The fact that he did not take questions in this round was not surprising, although very much an important open issue that needs to be addressed soon. Instead, he had set the ground rules and established boundaries. By doing that, when the time comes for one or more interviews, Woods now has clear message points he can bridge to in any give-and-take that tries to take him into details he's not willing to discuss. Among those messages:

à He admittedly was unfaithful, had affairs and cheated.

à His behavior was unacceptable and he alone is to blame.

à Any conversations between he and his wife will remain between them; that, in other words, is off limits.

à And (to me, a most refreshing message rarely heard from a long-coddled athlete brought down by his own doing) he allowed his celebrity to mislead him into thinking social mores did not apply to him. (Click on video below.)

Was he genuine, honest, and seriously contrite? Any third person answer is subjective. No one can get into Tiger Woods’ head to know for sure. How he conducts himself in the future will go a long way toward answering those questions.

He does need to confront the media again, and soon, this time prepared to answer questions, tough questions that will attempt to circumvent the messages and boundaries he’s established. His answers need to be responsive, honest and lacking bite, no matter how provoked emotionally he might feel. But, as discussed above, he can be responsive and remain on message now that he has set a messaging foundation.

Again, Tiger Woods' delay to this point has served only to dig himself a deeper hole. Hence, the lessons learned are negative and positive. In times of crisis, you need to react quickly and transparently. And have a plan that sets specific ground rules while also helping establish you as the best source of accurate, honest information.

Tiger's tale has gotten way ahead of him because he waited so long. That, alone, has inflicted irreparable harm. But, at least he's begun the process. It will be fascinating to see and hear what follows.

Whipping the Proverbial Whipping Boy

By Eric Seidel, CEO
The Media Trainers, LLC

Don't like the message? Punish the messenger. It may feel good, but the sense of relief is short-lived. In times of crisis, blame-shifting rarely pays off; yet, it keeps happening.

Tammy Darvish owns four Toyota dealerships and one Lexus dealership. Obviously, she has a lot riding on how Toyota has been mis-handling it cascading series of crises.

"I just think the media has sort of sensationalized something that's pretty natural in the manufacturing business," she says.

In other words, are we supposed to go into any new or used car purchase, or lease, with the assumption mechanical problems, and even a recall, are inevitable?

Or, "Is it natural to recall 8.5 million vehicles? Is it natural to recall or investigate 15 of 20 models?" Those questions posed by a clearly surprised Neil Cavuto during an interview on Fox News Channel's Your World.

Her response: "...just in the Detroit 3 (that, of course, being GM, Ford and Chrysler), there were 37 recalls just in the last 12 months..." So, in other words, if you think we've got some problems, check out our competition.

Ms. Darvish did not do the Toyota Co. any favors with this interview. While she may have intended to limit damage, she might have just made things worse. Instead of confronting the issues and facts honestly, Darvish's appearance was a feeble attempt at deflection and an effort to make what seems extraordinary ordinary. She may have thought she was providing perspective, but in reality she leaves a lasting impression that you should buy, or lease, a car at your own risk.

One more point, and it comes from an expert in customer loyalty marketing, rDialogue. In a blog post directed at business organizations and their management, it appears that Toyota has missed a critical element in their handling of this growing crisis: reaching out directly to their customers.

Is Toyota Stepping on the Gas Too Late?

Caused by a stuck Toyota accelerator?


By Eric Seidel, CEO
The Media Trainers®


Finally, Toyota is talking. Finally, there’s a human face and voice instead of online, emailed and, presumably, faxed statements. Better late than never? Or too late?

There’s conjecture aplenty from financial and automotive industry pundits on the estimated damage to the Toyota brand and bottom line. And blogsters are bombarding Cyberspace with their opinions, as well.

So how has the company done in its emergence from the Toyota bunker? Within the first hour of Toyota’s announcement on how millions of gas pedals will be fixed, Toyota USA President Jim Lentz appeared on CNBC with the business channel’s automotive beat reporter, Phil LeBeau. (Click the full interview below.)

LeBeau questioned Toyota’s credibility, reminding Lentz about the first recall which blamed the sudden thrust of the accelerator on sliding floormats. That was in October. Then, in December, Toyota said some pedals just might be sticking. Then, the third wave: production is stopped and several million cars have been recalled to be fixed at dealerships.

LeBeau cited an ongoing LA Times investigation, raising the possibility that the situation is caused by an electrical problem. Lentz expressed confidence it’s not electrical and said both Toyota and outside consultants have made tests. He said the sticking pedal phenomenon is rare and seems to happen “over time.”

Have customers lost faith in Toyota? Lentz leaned heavily on the automaker’s history rather than predicting the future, which he obviously hopes will mirror the past in customer satisfaction and confidence, although image damage is undoubtedly significant.

To his credit, Lentz took the criticism like a man. Certainly, he could not have been surprised. He maintained eye contact with LeBeau, and answered tough questions generally head-on and reinforced his answers with effective body language. Of course he made sure he recited the obligatory statement that safety is Toyota’s highest priority, a claim that may land on many deaf ears after a series of missteps by the company.

My question is where have you been, Toyota (Mr. Lentz)? Why did it take you a week while all the media had were your statements up against the on-camera testimony of apparent stuck gas pedal victims?

While the experts try to quantify Toyota’s losses, only time will tell us how the intangibles of name and reputation will suffer tangible damage.