The Mumbo: What Marketers Can Learn from Tiger

I recently heard a commentary on NPR about the difference in the way the media and the public treat athletes versus other celebrities. The contention was that we expect athletes to be moral pillars in spite of all historical evidence to the contrary. I told my husband and he had a different take. "You know what it all comes down to?" he said. "If you tell the truth, it's boring."

I've been married long enough that I am stingy with the two golden words "You're right," but this time I threw them out with abandon. Suddenly all of the stories came flooding back to me. Do you remember when Hugh Grant got caught with a prostitute? You may not, because he immediately went on a talk show, dressed humbly, acting modestly, and repentant. Did you know about the married California senator who was caught drunk with a guy he picked up at a gay bar? Maybe not, because he immediately held a press conference and came clean. The media and the public were bored with these stories almost as soon as they came out. On the other hand, I am guessing that you are familiar with the name Larry Craig.

Why do we treat some naughty celebrities differently than others? Spin control. It's the PR term for the life lesson I teach my kids: If you mess up, take responsibility, apologize, and fix it. Then it's no big deal. If you don't, well, you're in trouble.

So how does this apply to marketing (get to the point!)? Social media offers your customers a way to talk about you, which is fantastic when they have good things to say, but daunting when they have something negative to say. Unless you view it as an opportunity. Take responsibility, apologize, fix it. Then it's no big deal. It will even put you in better light than if it never came up at all. Don't be a Tiger. Be a Hugh.